HARNESSING THE POWER OF STORYTELLING FOR MORE EFFECTIVE INSIGHT COMMUNICATION
The Challenge
In the shift to data and analytics, a leading CPG company needed to improve the communication and socialization of insights across the organization. The global insights function needed a new set of skills, methods, and expert training to infuse the power of storytelling into its communications culture.
The Approach
WG developed a comprehensive training program called Sticky Insights, which was designed to help business leaders create insight stories with the “soul factor” that compels people to act. The training unfolded through three phases: Insight Distillation, Communication Design, and Storytelling.
The Opportunity
True insights told through the real stories of the human experience have now replaced 100+ page presentations across the company. WG rolled out the training across the company’s global regions, creating a new culture of insightful storytellers and leading to breakthrough new brand campaigns, products, services, and retail strategies.
