Essay upon CEC Storytelling Workshops Continental Airlines

Ls Airlines

Storytelling Workshops


Development of line managers' capability to cast corporate strategy as a story increases emotional diamond of managers and staff.

Company Profiled

Industry: Airlines

FY2005 Product sales: US$11. a couple of Billion

Headquarters: Houston, Tex.


This practice can be of interest in the event that any of the subsequent are the case: Our interior messaging is bland or fails to employ our staff. Our managers are uncomfortable or inadequate in appealing

to employees' emotional aspect.

We are planning to arm each of our managers with multiple varieties

of conversing.

Key Takeaways

• Associated with acquisition of apparently " soft” skills just like storytelling more accessible by breaking them down into simple



Since Continental's in that case CEO Gordon Bethune begins to lead the firm into a performance turn-around, his powerful use of storytelling as a means to engage audiences and earn their particular support grabs the attention of other management. Pushing that skill through the firm's supervision ranks shows up promising, nevertheless managers probably struggle in adopting this kind of very personal practice.


Continental grows a workshop that reduces the " art” of storytelling in to discrete actions for managers to learn and practice. Straightforward tools enhance the training encounter and guidebook participants inside their use of storytelling afterward.


Workshop members give the course high markings for helping boost all their ability to communicate credibly. Early successes while using program have given Continental confidence to roll it out to the whole of their bureaucratic ranks.

• Create a safe environment for storytelling students by using colleagues for responses.

• Present simple equipment to boost the chance that managers will use storytelling in their continual communications.

Take note that the CEB program brands referenced with this document include changed since the time of distribution.

Chapter Four


Driving Engagement with Corporate Technique

A Rare Skill

The potential upside of enhancing managers' communications skills becomes clear for Continental Flight companies after several years of poor performance. The company's then-new CEO, Gordon Bethune, recognizes the value of interesting employees (among other levers) to restore the carrier to profitability. Above the coming years, as Bethune leads the company to superior performance, his colleagues count number his ability to engage workers emotionally through stories among his main strengths as a leader. Wishing to extend the strength of storytelling beyond the CEO and develop the communications skills of its executives, Continental codifies the root skills and develops a storytelling workshop.

Please note the CEB program names referenced

in this file have altered since the moments of publication.

Commoditizing a Shortage

The resulting four-hour training course effectively accomplishes two important goals. Initial, by starting the lessons with debate by the provider's CEO or president (who use testimonies themselves), the course allows overcome any kind of skepticism by simply attendees about the importance or effectiveness of storytelling as a management tool. And second, by digesting the (largely tacit) skill set of storytelling into easy steps, then building on each step across the period, the course helps coin nimbleness in the use of storytelling among members without frustrating them. Individuals begin to develop storytelling expertise by preparing an anecdote of their own pertaining to delivery. That they identify a meeting from their very own experiences, develop a story about it, and audition the storyplot with fellow trainees. Following exercises challenge participants first to modify history content depending on an understanding of audience motivations, priorities, and touchstones, in that case to do so based upon the different goals the story may accomplish.


There's Nothing Just like a Good History

Continental looks for to leverage the

power of its...