NOV 2-4, 2016

Avoiding False Starts Using Narratives to Gain

Clarity and Alignment

NOV 2-4, 2016

Joe Cleveland@cleve_from_chi

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A Tale of Complexity and Confusion

NOV 2-4, 2016

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What’s Our Message?

NOV 2-4, 2016

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Is Everyone on the Same Page? NOV 2-4, 2016

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Sound Familiar?

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The Danger of False Starts

§ Without alignment, you get false starts.

§ You need a blueprint for success.

§ How can you expect your audience to ‘get it’ if your team is not in sync?

NOV 2-4, 2016

Simple Clear Easy tofollow

Memorable

Key Ingredients

NOV 2-4, 2016

How’d They Get There?

A Narrative.

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What a Narrative IS• A powerful form of communication we rely on

every day.

• A tool for creating clarity and building consensus.

• A framework for key messages to be heard and shared consistently.

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“I like working at MB because we really believe in the businesses we work with. They’ve got a lot on their plate, and all they really want in a bank is an advocate. So we try to be someone that knows them well, listens to what they need, and responds quickly. And now that we’ve

merged with Cole Taylor, we have even more to offer them: more products, more experience, more focus. It’s exciting when we help businesses solve some of these big problems. And of course, that

always means good things for us, too.”

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What a Narrative IS NOT• A corporate script that’s forced on people

• Corporate buzzwords and complex jargon

• A silver bullet solution capable of producing results on its own

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“Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers’ experience. Plan to Win provides a common framework that aligns our global business and allows for local adaptation. We continue to focus on our three global growth priorities of optimizing our menu, modernizing the customer experience and broadening accessibility to our brand within the framework of our Plan. We believe these priorities align with our customers’ evolving needs, and – combined with our competitive advantages of convenience, menu variety, geographic diversification and system alignment – will drive long-term sustainable growth.”

NOV 2-4, 2016

3 Benefits of Using Narratives

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1. Accelerate Buy-in and Action

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2. Communicate Impactfully

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3. Build and Sustain Momentum

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Bringing a Brand Purpose to Life

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NOV 2-4, 2016

NOV 2-4, 2016

Avoiding False Starts Using Narratives to Gain

Clarity and Alignment