127 | From Words to Action: How Storytelling Unifies, Empowers & Transforms Organisations | The Cumberland

EPISODE SUMMARY In this episode, Scott discusses the power of storytelling in organisations with Des Moore and Shelly Hayward from The Cumberland Building Society. They explore the importance of a common narrative during transformation, the co-creation process that engaged employees, and the significance of events like Cumberland Calling in celebrating the organisation's story. The conversation emphasises the need for authenticity, emotional connection, and the ongoing evolution of the narrative as the organisation continues its journey. KEY TAKEAWAYS Storytelling is critical for effective communication in organisations. A common narrative helps unify employees during transformation. Co-creation of the story fosters ownership and engagement. Emotional connection is key to engaging employees. Leadership involvement ensures authenticity and inspires trust. TIME STAMPS 00:00 Introduction to Storytelling in Organisations 02:19 Transformation Journey at Cumberland Building Society 07:10 The Importance of a Common Narrative 10:34 Co-Creation of the Cumberland Story 16:47 Cumberland Calling: Celebrating the Story 21:52 Engaging Leaders and Customers in the Narrative 27:15 The Positivity: Celebrating Pride in the Organisation 32:17 Continuing the Story: Future Directions