Change has become a bone of contention in organisations in recent years. The reality is, however, that any business seeking to survive in a VUCA world must master the accompanying challenges: digital transformation, changing customer behaviour and more. Moreover, the success of any new strategy depends on successful storytelling. Only with the right communication is it possible to get all stakeholders in a company – from the body of employees to the board of directors – pulling in the same direction and realising the necessary changes with full force.
This guidebook explains why people are naturally averse to change, how to develop a clear change strategy, how to find the right story for the right stakeholders and how to use metaphors to bring a story to life and convince your audience.
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Veit Etzold is Professor of Marketing Strategy, Sales and Storytelling in the Department of Small and Medium Enterprises at Aalen University in Baden Württemberg, Germany and is a consultant and lecturer on corporate storytelling. He is one of Europes foremost speakers on strategy and storytelling and the author of several bestselling thriller novels. His clients include global corporations, mid-sized companies, consultancies, start-ups and private equity and venture capital firms. He has worked in media and banking, as a consultant at the Boston Consulting Group (BCG) and as program director at ESMT (European School of Management and Technology). Veit Etzold holds a Ph D in Media Science and an MBA from IESE Business School.
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