Unearthing the Power of Your Organization’s Stories
Just as understanding our own genetic makeup and family history helps shape our identity and well being, delving into early stories about an organization is an invaluable exercise for leaders and employees alike. It unveils the roots from which an organization exists, revealing its core values and the underlying purpose that propels it forward. Embracing this journey to the beginning creates a sense of cohesion, vision, and alignment within any team or organization.
Laundry Rooms
“People don’t buy what you do, they buy why you do it.”
Simon Sinek
Consider the story of one business owner whose company designs and builds low-income housing. At the time we met, he was struggling with unreliable subcontractors, lack of alignment with his business partner, and a host of other employee engagement issues. I asked him why he’d started the company to begin with. “To be honest,” he said, “I knew I could make a lot of money doing this. I guess that was my motivation.” I pressed him further, “What is it that makes your business and the buildings you build different from another company’s?” He thought for several minutes and said, “I recently had an encounter with a tenant that highlighted a difference I wasn’t really aware of, but it seems relevant now.”
Remembering the inconvenience of living in an apartment complex without any on-site laundry facilities when he was a young adult, this owner had made it a point to include a separate laundry room in every building that his company constructed. It was a small amenity, but one that had made a significant difference in his own life.
On the day in question, he was walking around one of his building complexes and a tenant waved him down from across the courtyard. “I just want to say thank you.” she said, “thank you for treating us with respect to include laundry in each of our buildings.” This seemingly small gesture had resonated deeply with her and made a profound impact on her daily life.
I asked the owner who in the company was familiar with the story he’d just relayed. “Nobody.” he said, “I’ve never told anyone. I don’t think my partner even knows.” I asked why and he shrugged, “I don’t know. I guess I didn’t really think it was as important as revenues or relevant to our original business plan.”
Gene Power
“Genes are like the story, and the DNA is the language that the story is written in.”
Sam Kean
Contrary to this owner’s assumptions, stories like his can have a transformative effect on an organization because much like our own genetics, origin stories begin to tell something about who the organization is and where it came from. Stories give people something to rally around and connect with emotionally in ways that business plans and revenue projections don’t. When we understand our connection to a group whether its geographic, cultural, or religious, it tells us something about who we are.
In this case, sharing the owner’s story significantly impacted the company’s culture by bringing people together around the idea of ensuring that low-incoming housing residents felt respected by their landlords and those who constructed their homes.
To be fair, there were people who did not connect with the transformation and left, which happens when we start to tell the truth about who we are. But for those who stayed and others who joined, the story told them a lot about who they were as an organization. It gave them an emotional connection to why they were showing up to work every day and why they wanted to be associated with the business. It also opened conversations about other ways in which they could show respect for the tenants as they designed and constructed future homes.
By understanding this element of their origin story, the team became united in a shared purpose, solidifying their commitment to showing respect and care for their tenants. They identified “respect” as a core value and it became a guiding principle, influencing their decision-making processes, and attracting like-minded individuals to join them.
Our History Informs Our Present
“History is not the past. It is the present. We carry our history with us. We are our history.”
James Baldwin
This anecdote demonstrates how knowing these kinds of stories about your organization can ignite a sense of purpose and create a strong foundation for success. It becomes the DNA and genetics that manifest when times are good, creating an environment where employees and stakeholders thrive. Conversely, neglecting this crucial element can lead to a lack of direction, diminished motivation, and ultimately, organizational suffering or stagnation.
Today, it is easy to get caught up in the whirlwind of day-to-day operations and lose sight of where it all began. However, taking the time to explore and appreciate unique stories like these can unlock a wealth of benefits. It not only aligns people around a common purpose but also helps attract individuals who resonate with the group’s values and are committed to its success.
What idea or opportunity sparked your organization into existence? What stories about its history contributed to making it what it is today? This week, I invite you to delve into some storytelling!
Let me know how it’s going! I would love to hear from you.