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The authors advocate making storytelling an integral tool of corporate strategy. Stories create the experience that lets strategy be understood at a personal level. In order to be effective, strategy must not just inform, it must. And people are never inspired by reason alone.

A case study of the development and presentation of a strategic story – one designed to describe the future of San Juan Regional. It became known as “The Raiders of the Lost Art.”

According the CEO of San Juan Regional: “We learned a whole new way for management and employees to work together to make dramatic new things happen. So we have committed to this type of storytelling and feedback to be done every 18 months.”

Research on the success of companies implementing strategic change using the storytelling tool vs. those that rely on an analytical presentation would be valuable.

If you want your change message to actually take hold – if you want it to transform how things are done in your world – then weave your message about the new strategy into a compelling and memorable story.

When more leaders immerse their employees in compelling and inspirational strategy stories, more companies will achieve their change goals.

The author’s thesis is that today we have transitioned from a Service Economy to an Experience Economy, . What customers increasingly want are experiences – memorable events that engage each individual in an inherently personal way. And if companies want to create and consistently offer engagement experience value, then they need to give their employees the wherewithal to design, create and stage such offerings through an employee experience that is equally personal, memorable and of course engaging. 10;

The author suggests that we think of the customer/employee relationship as the experience profit chain, one that interacts in multiple and complex ways to yield a connected human experience.

Better employee experience leads to the creation of a better experience for customers, which feeds back to enabling a more engaging employee experience. Separate employee experiences from customer experiences and it will become increasingly hard to create the economic value desired by customers today.

The employee experience depends on how well companies design the time employees spend that creates value for customers.

Seminal article that analyzes and offers guidance on how to formulate the relationship between customer experience and employee experience.