Storytelling is a real opportunity to connect innovators buried inside the organisation with our customers.

Caitlin Smith, Digital Communications Manager at Continental, participated in the inaugural #BecauseInnovation Storytelling Lab organised with our partners — Diffferent in Berlin. After the workshop, I caught up with Caitlin to understand how she uses stories to engage internal and external stakeholders.

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Caitlin Smith, Digital Communications Manager at Continental

“Storytelling is a sense-making exercise that allows us to communicate the benefits of the transition across the business.”

“If we think of our key stakeholders in generic terms — the customer, the employee, the business owner — we’ll end up with a stiff narrative.”

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The inaugural Berlin edition of the #BecauseInnovation storytelling lab
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I am interested in the context & values of our Digital Identities.

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