| dc.description.abstract | This capstone project explores the transformative potential of corporate storytelling as a strategic tool for organizational success. Focusing on the Urban League of Greater Southwestern Ohio (ULGSO), the study examines how storytelling can build organizational capacity for inclusivity and empathy as leaders acknowledge their position as partners with internal and external stakeholders in a co-constructed environment.
ULGSO is the oldest and largest Black-led nonprofit organization serving the city of Cincinnati since 1948. The League has been facing a problem: people do not know what they do. Too many stakeholders cannot share the League's story authentically or representatively. Storytelling is a strategic and accessible solution critical for human-centered, justice-oriented approaches to leadership and learning.
The project leverages established theories surrounding communities of practice, organizational identity development, sensegiving and sensemaking practices, and storytelling to develop a novel conceptual framework and corresponding measurement tools. Our framework defines how shifting from traditional to reflexive sensegiving expands storytelling's potential to advance the mission and vision of organizations with benefits for employee engagement, loyalty, trust, reputation, and brand.
Employing a mixed-methods approach, we utilize a corporate storytelling survey with quantitative and qualitative components alongside semi-structured interviews to investigate the effectiveness of ULGSO's strategy, co-construction practices, and perceptions of story topics. We found a developing storytelling strategy, highlighting the importance of tailoring encouragement and fostering co-construction practices. Additionally, authenticity, relevance, and proximity are critical factors for successful storytellers, with stories focused on life change and empowerment identified as the most compelling, though perception differed by role. We offer three sequenced recommendations, starting with strategic skill development for team members and leaders, progressing towards routinization of storytelling practices, and ultimately transforming the organization's culture.
This capstone offers valuable considerations for organizations across industries, demonstrating the potential of corporate storytelling for equipping future-focused leadership to unlock new value in change management, communications, identity development, and public relations initiatives. By promoting co-constructed, reflexive sensegiving, ULGSO can harness the power of story to advance its mission and vision, strengthen its brand, and ultimately build a more engaged and impactful organization. | |
