Origin Story: Importance of Authentic Storytelling in Developing Company Culture

Audio Leading By Strength and Building a Sustainable Company Culture

Video Exploring the POWER of Storytelling in Developing Company Culture

Chapter-by-Chapter Summary

Following are the sections we covered in this conversation with their summaries, along with the time location in the video and audio to follow along. The timestamps in orange correspond to the chapters in the YouTube version of the podcast episode. This video will display to the lower right as you scroll down. 

00:00 Selected Highlights from the Conversation with Carrie Klewin Lawrence

This segment, the "trailer" of the episode, highlights snippets of the conversation that highlight the key moments of the conversation. 

03:41 Carrie Klewin Lawrence's Origin Story

The conversation starts with Carrie sharing a moment of self-discovery that became the catalyst for her book, "Origin Story." During a cross-country move, Carrie found herself sifting through boxes of childhood memorabilia. Among these relics was a play she had written at the tender age of ten, titled "Little Red Riding Hood Says No to Smoking."

This seemingly trivial discovery was a pivotal moment for Carrie. Holding that piece of paper was like holding a mirror to her true self—"evidence," as she described it, "of who I was at that age and who I have known myself to be for decades." It was in this moment that she experienced what she calls "a real click, a pop," a profound clarity and recognition of her identity.

"And inside one of the boxes, I discovered or rediscovered a play that I wrote when I was about ten years old called Little Red Riding Hood says no to smoking." "I just had a moment, a real click, a pop, I call it in the book where I recognized myself."

Despite this realization, Carrie's journey to self-acceptance was not straightforward. Influenced by external advice and guidance throughout her life, she struggled with embracing her authentic self. Yet this rediscovery confirmed that she had been on the right path all along.

The inspiration behind writing 'Origin Story' stemmed from this epiphany. Carrie felt both exhilarated by her newfound clarity and frustrated by years lost in confusion and self-doubt—years spent trying to balance her identity as both an artist and an entrepreneur. This frustration propelled her into introspection.

Carrie embarked on what she termed as "a personal journey" to unravel where things had gone off course in her life. She began questioning the stories she'd told herself—stories that turned out not to be true. By revisiting these narratives and consulting people who knew her in her formative years, Carrie started revising her personal story.

This process not only bolstered Carrie's confidence but also unlocked potential avenues she previously felt were inaccessible. It reaffirmed for Carrie—and now for others—that storytelling is not just an art form but also an empowering tool for personal growth and self-discovery.

As a stage director with extensive experience in storytelling and branding, Carrie saw an opportunity to help others craft their narratives more effectively—whether in personal introductions or professional settings like interviews or social media presence.

Carrie's journey underscores how stories shape our identities and influence our paths—a testament to storytelling's transformative power.

08:25 The Art of Personal Discovery Storytelling

In the realm of storytelling, a profound and introspective form has emerged, known as personal discovery storytelling. This approach is not about narrating tales from the outside but delving deeply into one's own life experiences and the origins of personal narratives. It's about peeling back the layers of who we are as individuals and exploring the stories that have shaped us.

"What I focus on is what I would call personal discovery storytelling."

Unlike general storytelling, which might simply recount events or share fictional tales, personal discovery storytelling is a journey inward. It involves reflecting on life experiences and understanding where those stories originate. For instance, societal norms might dictate how we should present ourselves in professional settings—how we dress or compose our resumes—lessons learned from mentors or industry standards. However, if these don't align with our authentic selves, a conflict arises.

Carrie Klewin Lawrence shares her own example of working in a corporate environment where conservative dress codes clashed with her personal style preferences. Such experiences highlight how our true selves can be masked in professional settings that demand conformity.

"The way in which I tell that story, the words that I choose, right, me putting myself in first character to show my vulnerabilities."

This form of storytelling embraces vulnerabilities and authenticity. It is about putting oneself as the main character in one's story—revealing core values and actions taken along personal journeys. When we narrate our own stories from this authentic place, it can deeply resonate with others.

The power of these stories lies not just in their telling but in their ability to connect with others on a profound level. Storytellers need an audience; thus, understanding how to make those connections is crucial.

"Any story has the power to affect other people's hearts and minds and to make those connections."

13:51 The Hero's Journey and Story Circle

In the world of storytelling, the idea of the hero's journey serves as a fundamental framework. This concept, popularized by Joseph Campbell, is a system that many storytellers embrace. Carrie Klewin Lawrence touches upon this in her discussion, highlighting the journey as a significant part of storytelling's structure.

The hero's journey begins with a character in their normal life who realizes they need something more. This realization is often sparked by what Lawrence refers to as "stormy weather"—a sense that something isn't quite right or that a change is necessary. This leads to a "call to adventure," where the character embarks on a quest to understand and resolve this unsettling feeling.

In parallel with Campbell's hero's journey, Dan Harmon's Story Circle offers another perspective on this narrative arc. While similar in structure, Harmon’s Story Circle emphasizes the cyclical nature of stories and personal growth. It acknowledges that change often comes with discomfort and risk but ultimately leads to a "new normal," an evolved state where satisfaction and comfort are attained.

"I talk a little bit about the hero's journey, which is a very popular system and structure... The basis of it is that a person in a state of comfort or their normal life realizes that they need something... Every change you make and every realization that you make is the possibility for a new future with more satisfaction and more comfort."

This evolutionary process through storytelling can be applied beyond fictional narratives; it informs personal growth and professional development. As individuals face changes—be it career shifts or personal challenges—they embark on their own hero’s journeys, often without recognizing themselves as heroes until they look back on their achievements.

Lawrence prefers Harmon's Story Circle for its accessibility during times of change or discomfort, where individuals might not see themselves as heroes yet. The Story Circle allows them to navigate through challenges without needing to immediately embrace the heroic archetype.

The conversation also touches on identifying antagonists in one's life—what Lawrence terms "kryptonite." These are anti-values or experiences one wants to avoid at all costs, providing clarity and reinforcing personal values during one’s journey.

The integration of these storytelling structures into everyday life not only aids personal development but also allows individuals to navigate their paths with an understanding of narrative progression and transformation.

19:57 Identifying Antagonists and Overcoming Challenges

In the realm of storytelling, particularly personal storytelling, the role of the antagonist is indispensable. As emphasized in "The Business Philosopher Within You" podcast, hosted by Bhavesh Naik with guest Carrie Klewin Lawrence, understanding antagonists is crucial for crafting compelling narratives.

"You cannot have a good story without an antagonist."
Antagonists manifest in varied forms: they can be a part of ourselves, another person, or an overarching system. This concept is not just a narrative device but a reflection of real-life challenges. Often, the most formidable antagonist we face is our own self.

The discussion highlights how personal struggles often stem from internal resistance. We sometimes play the villain in our own stories by perpetuating limiting beliefs or repeating narratives that no longer serve us. Carrie shares a relatable example about her self-imposed belief that she wasn't good at math. Despite winning an award as a top math student in her youth, she had conditioned herself to think otherwise.

This example serves as a powerful reminder of how ingrained beliefs can act as barriers to personal growth and happiness. Recognizing these internal antagonists requires introspection and courage. By challenging and interrogating these narratives, we can begin to dismantle the roadblocks we've built within ourselves.

Antagonists also appear as external forces—other individuals or systemic challenges like educational or judicial systems. Identifying these external antagonists is just as crucial for overcoming obstacles and evolving.

The conversation underscores that overcoming challenges often begins with changing the stories we tell ourselves and developing confidence in our abilities. By doing so, we not only enhance our personal growth but also become more resilient individuals capable of facing external challenges with clarity and confidence.

24:01 Storytelling in Branding and Sales

Storytelling plays a vital role in branding and sales, acting as a bridge between a product or service and its potential customers. Carrie Klewin Lawrence, in her conversation with Bhavesh Naik on "The Business Philosopher Within You" podcast, delves into how the principles of storytelling apply not only to personal narratives but also to the world of branding.

A significant point raised is the journey of a prospect in the sales process. Often, individuals are unaware of their needs until an external event prompts them to seek solutions. This mirrors the hero's journey, where an external guide or mentor helps the hero recognize their potential. In branding, businesses must position themselves as these guides, facilitating the customer's journey towards solving their problems.

Carrie emphasizes that while businesses may not always position themselves as heroes in these narratives, they can certainly act as catalysts for change. "If you don't tell your story," she notes, "someone will tell it for you." This underscores the importance of a brand's narrative being authentic and resonant with its audience.

The conversation also touches on the internal conflict between outside voices and one's inner voice. This applies to both personal and brand storytelling. Carrie recalls her own experiences where outside advice conflicted with her true calling of storytelling for social change. Similarly, brands often face external pressures to conform but must remain true to their core values.

Ultimately, understanding one's values is crucial in crafting a compelling story that resonates across different platforms and industries. By clearly defining these values, both individuals and brands can navigate future uncertainties while staying true to their mission and audience.

29:51 Corporate Culture and Storytelling

In today's rapidly changing corporate landscape, the power of storytelling in shaping corporate culture cannot be overstated. As companies navigate through evolving challenges, the need to align values with mission becomes crucial. The discussion between Bhavesh Naik and Carrie Klewin Lawrence in "The Business Philosopher Within You" podcast sheds light on how storytelling plays a significant role in this alignment.

Carrie emphasizes the importance of self-discovery and understanding one's values, which can guide individuals to pursue careers that resonate with their passions. This approach is not just limited to individuals but extends to corporations as well. "If you have a company that's been around for ten, twenty, thirty years, and you are still operating with the same mission, oh my gosh, has the world changed," Carrie notes. The call for introspection is not just about personal growth but also about ensuring that companies evolve their missions to stay relevant.

The role of leadership is pivotal in this process. Leaders must ask the right questions to understand what truly drives their organizations and employees. This understanding helps in creating a culture that not only attracts but also retains talent that aligns with company values. It's about moving beyond a list of skills or actions in job descriptions to understanding underlying value systems.

Carrie discusses how cultural fit can sometimes be overlooked during recruitment processes focused solely on skills or achievements. She points out that while skills are essential, they don't necessarily ensure harmonious work environments or innovative problem-solving abilities.

Incorporating storytelling into corporate culture involves asking questions that reveal how well potential employees align with company missions and team cultures. As Carrie states, "The questions have to be asked by leadership." This approach helps prevent disruptions within teams by ensuring new hires contribute positively to the existing culture.

Ultimately, storytelling can bridge gaps between individual aspirations and corporate goals by fostering an environment where personal and organizational values align seamlessly. The key takeaway is for companies to continuously reflect on their missions and adapt as needed while nurturing an inclusive culture through strategic storytelling.

36:34 If Corporations are People, What's Their Story?

When thinking about corporations as entities with their own stories, it becomes clear that these stories need to be as dynamic and evolving as the business world itself. The narrative of a corporation isn't just the responsibility of HR; it involves everyone from hiring managers to the CEO. This collective storytelling reflects the company's mission, vision, and values.

As Carrie Klewin Lawrence points out, it's crucial for corporations to engage in a form of soul searching or self-exploration to define what they stand for and what they want to convey to their employees and the public. This involves a reality check where companies must assess if their long-standing mission and policies still align with the rapidly changing world.

"Origin stories apply to businesses and products as much as they apply to individuals."

The corporate story is not just about continuity but about adaptation. Lawrence emphasizes that if a corporation has been operating with the same mission, traditions, and policies for decades without re-evaluation, it might be time for a shift. She highlights how many companies have called employees back into offices without re-examining whether this aligns with current work narratives or employee productivity needs.

"If you don't tell your story, someone will tell it for you."

The shift in work environments due to technological advancements and changes in how we perceive work necessitates a thorough examination of corporate storytelling. Companies need to ask themselves why they continue certain practices and whether these practices still serve their best interests or those of their employees.

"The more clear you can be and the more confidently you can express that and communicate those ideas to people, then you get to control your own narrative."

Lawrence acknowledges that this process is complex and not without its challenges. However, engaging in this kind of introspection allows corporations to redefine their narratives in a way that resonates both internally with employees and externally with broader audiences.

40:01 The Role of Leadership in Corporate Storytelling

In the dynamic world of corporate storytelling, leadership plays a pivotal role. The essence of storytelling in business is not merely in the crafted narrative, but in the authenticity and engagement that leaders bring into these stories. As Bhavesh Naik and Carrie Klewin Lawrence discuss, the questions that shape a company’s narrative must originate from leadership. "I think it has to come from leadership," Lawrence asserts, emphasizing the power dynamic inherent in corporate structures.

Leaders hold the responsibility of asking the critical questions that delve into core values and mission statements. However, these inquiries should not be confined to upper management alone. As Lawrence points out, "The questions have to be asked by leadership, but who are they asking the questions to?" The dialogue must extend beyond boardroom walls to include every individual within the organization.

The narrative of a company is intricately tied to its culture, and leaders have a profound impact on this culture through storytelling. By understanding and connecting with employees on a personal level—such as recognizing challenges like childcare issues that might affect punctuality—leaders can create an environment of empathy and understanding. This approach not only helps in resolving repeated issues but also aligns individual ‘whys’ with organizational goals.

Leadership storytelling also hinges on authenticity and transparency. The discussion highlights how corporate missions often appear as hollow statements unless they are genuinely lived by all levels within an organization. "Transparency is so important or, you know, as being as transparent as possible," Lawrence notes.

Authentic stories resonate more profoundly with employees and customers alike. The conversation touches on well-known origin stories like those of Apple or Nike to illustrate how authentic storytelling can forge strong connections with audiences. However, this authenticity must be maintained consistently; otherwise, it may lead to conflicts of trust.

A compelling example discussed is Victoria’s Secret's origin story controversy—wherein a fabricated backstory led to doubts about brand integrity once exposed. This underscores how critical it is for leadership to ensure that the narratives they promote are genuine reflections of their brand values.

In conclusion, for leaders aiming to build an effective corporate culture through storytelling, self-discovery and genuine engagement with their narrative are essential steps. This process not only enhances internal cohesion but also builds trust externally with consumers who increasingly value transparency in brand communications.

49:32 Authenticity and Evolution in Brand Storytelling

In the ever-evolving landscape of branding, authenticity plays a pivotal role in shaping a company's narrative. Without genuine storytelling, brands struggle to connect with their audience. This section delves into the intricacies of maintaining authenticity while evolving brand narratives over time.

One key challenge brands face is aligning internal and external perceptions. An example discussed involves a prominent brand undergoing leadership changes, where an attempt was made to connect authentically with consumers through a personal outreach by a leader. Yet, despite this effort, internal conflicts and boardroom decisions ultimately led to more questions than answers.

The conversation highlights that authenticity must start from within. Bhavesh Naik and Carrie Klewin Lawrence emphasize the importance of building an authentic story from the bottom up, especially as companies grow from small enterprises to larger entities. "Unless the story is authentic, people will not connect with it," underscores the necessity of staying true to core values.

Carrie shares insights into personal branding as well. She notes that if individuals or brands don't tell their own story, others will—and it may not be favorable. This reinforces the need for clarity and confidence in communicating one's narrative.

The discussion also touches on how evolving stories can lead to transformation. By changing one's story—whether personal or corporate—change can be enacted in life and business alike: "If you change your story, you change your life."

The conversation transitions to examining how even products like Barbie can embody evolving narratives. Carrie points out how Barbie has transformed over time, reflecting societal changes and ideals about women and independence. "I really see the Barbie movie as an example of a story, in evolution," she states.

This evolution is not just about keeping up with trends but also about understanding generational shifts in values. The discussion highlights that brands must continuously reassess their narratives to stay relevant and resonate with current and future audiences.

Ultimately, authenticity intertwined with evolution allows brands to maintain trust and loyalty while adapting to changing landscapes.

58:02 The Future of Storytelling in the Age of AI

In an era where artificial intelligence is reshaping numerous facets of our lives, its impact on storytelling is both intriguing and significant. The conversation around how storytelling will evolve in this digital age is multifaceted, reflecting both technological advancements and a timeless human need for connection.

There's an interesting phenomenon when new inventions arise. The pendulum often swings towards the new, only to swing back towards traditional methods. This reactionary movement is evident in the current trend towards re-engaging with face-to-face interactions. As noted, "Storytelling is not going anywhere." It has been an integral part of human culture since ancient times, thriving around campfires and at every significant social gathering.

The enduring importance of storytelling lies in its capacity to connect people. Events like TED talks or storytelling nights are predicted to become even more prevalent as people seek out those live interactions that digital mediums can't fully replicate. "The energy that is exchanged and the potential for connection in a live space is something that can't be denied." This energy is irreplaceable by virtual interactions.

While AI presents itself as a formidable tool, it remains just that—a tool. Its role in storytelling should be seen as supplementary rather than substitutive. As with the advent of Wikipedia, AI should be approached with caution and used as a resource rather than an end product. It lacks the nuanced understanding of storytelling's real potential.

Ultimately, the human element remains indispensable in storytelling. The personal interactions—whether they happen over a cup of coffee or around a corporate water cooler—are irreplaceable by any technological advancement. As such, professionals in the field can rest assured that their roles are secure; AI might assist but will never replace the core essence of human connection through stories.

01:01:22 Conclusion and Final Thoughts

In conclusion, the essence of storytelling extends beyond mere narration; it is an invitation to connect, engage, and inspire. Throughout this episode of "The Business Philosopher Within You," Carrie Klewin Lawrence shared profound insights into the art of storytelling and its transformative power in both business and personal realms.

Carrie emphasizes the importance of crafting a storytelling strategy by considering what story to tell, how to tell it, and why it matters. She offers her expertise through coaching, workshops, and her book available on multiple platforms. For those eager to learn more or connect with Carrie, she is accessible on various social media platforms and through her website.

"I really encourage people to take a moment to think about something that makes you truly original and share that."

Her parting words inspire us to embrace our uniqueness and engage in authentic connections by sharing personal stories. Whether it's an unexpected fact about yourself or a life experience that shaped you, these elements become the seeds for meaningful conversations.

The invitation is clear: explore your own story, discover your authentic self, and see what connections emerge. Carrie's encouragement reminds us that by changing our story, we can change our lives.

"Don't be afraid to share those little known facts and just connect with people."

As we conclude this episode, we hope listeners feel inspired to embark on their own journey of self-discovery and authenticity. Thank you for joining us in exploring the power of storytelling in developing business culture.

01:03:49 Behind Scenes Self-Analysis: What It's Like to be on the Podcast

In this reflective segment of "The Business Philosopher Within You," Carrie Klewin Lawrence shares her thoughts on being a guest on the podcast. She describes the experience as a "great conversation," expressing enjoyment and appreciation for the opportunity to explore topics she's been eager to discuss.

When asked about the emotions and sensations of being interviewed, Carrie reveals that she felt quite comfortable overall. However, she notes a personal tendency to ensure she answers questions thoroughly, which sometimes causes her to react to the lead-up rather than the question itself. She mentions that virtual communication can make casual conversation challenging, highlighting the importance of seeing facial expressions and receiving immediate feedback.

Carrie appreciates Bhavesh Naik's approach to questioning, which she finds helpful in maintaining focus during discussions. She notes that Bhavesh is adept at exploring topics and then refocusing on key questions, a technique she finds beneficial given her tendency for her mind to wander.

Reflecting on Bhavesh's role as host, Carrie reassures him that his conversational style did not dominate the episode. Instead, she appreciates the balance between conversation and questioning. She emphasizes that podcasts should feel conversational rather than just a Q&A session.

"I like the fact that it felt more conversational."

Carrie also underscores the value of getting to know the host through their insights and answers during interviews. For her, it's crucial for listeners to connect with both guests and hosts, as this enhances engagement and relevance.

"The podcast that I listen to, it's important to get to know the host as well."

This reflection sheds light on Carrie's perspective on virtual interviews and emphasizes how conversation flow and feedback play vital roles in creating an engaging podcast experience.