One of the objectives of a well-crafted, complete story is to create synergy. This combined effort or synergistic effect produces energy in many places within the company. These fields of energy become an invisible force that holds your company together. Leaders can create energy, synergy, and bonding to corporate stories by appealing to people’s sense of belonging, challenge, purpose, and contribution.
People want to belong to something. That’s why they join clubs, work in groups, and live in communities. They want to be part of a winning work organization. I’ve never met a single person who said, “I think I’ll go to work for a losing company.” Use this basic human need to create a field of energy around membership in your organization. People want to experience challenge in work and life. That’s why they search for the cure for cancer or participate in extreme sports. Give people a challenge. Ask them to do the impossible. Stretch their knowledge and ability. Tap into their unused energy. Channel it toward your goals. You will be surprised at the results.
People want to know that their work has meaning. That’s why they need to know if what they do has relevance. Show everyone how he or she fits into your business plan and why it is important for every employee to be successful. It is amazing how easily your goals will then be accomplished. People want to know if their work has contributed to the activity. Have they made a difference? Show employees where their individual efforts help the team achieve its goal and you have a satisfied workforce. If I can make a difference I will work at a different level than if I believe that my work is just part of a giant struggle that leads to no conclusive end game.