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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.
About the author
Prof. Dr. Veit Etzold is Germany’s number one speaker and consultant for strategy communication and storytelling. After a career in strategy consulting (BCG) and a number of other fields, he now advises a number of DAX corporations, mediumsized enterprises, banks, consultancies, and start-ups. With ten Spiegel bestsellers, Prof. Etzold is also one of the most successful thriller authors in Germany. He holds a doctorate in media sciences and an MBA from the IESE Business School. In addition, he teaches marketing, sales, strategic management and storytelling at the Aalen University of Applied Sciences in Baden-Württemberg, where he also heads the Competence Centre for Neuromarketing.
His podcast ‘To Tell is to Sell – als Führungskraft endlich richtig verstanden werden’ [‘To Tell is to Sell – How to finally be understood as a manager’] was one of the ten most successful business podcasts on iTunes on its launch. Also published by GABAL is Prof. Etzold’s previous (German-language) guide to strategy, entitled Strategie: Planen, erklären, umsetzen [Strategy: Plan, explain, implement].
Summary
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.
