STRATEGY + STORYTELLING = TRANSFORMATION
Strategy is the way to achieve your goals in combat against the competition.
A story is the way the hero reaches a happy end in combat against the villain.
That’s why a story is the best way to explain a strategy. And thus it is the first step towards its successful implementation.
Strategy: Dr Veit Etzold worked for many years as a consultant in the field of banking and insurance for the Boston Consulting Group and its Strategy Institute. He holds a PhD in media studies and an MBA from IESE Business School.
Storytelling: Dr Etzold is the author of several books about communication and storytelling, among them for Wiley Publishing and for the German edition of the Harvard Business Review. His mastery of language can also be seen in bestselling thrillers such as ‘Final Cut’ and ‘Agony’, all of which have stormed the Spiegel bestseller list and have been translated into more than seven languages.
Transformation: Dr Etzold has worked in media management (Bertelsmann), start-ups, banking and insurance ( Allianz Group) and management consulting (BCG, Booz & Company). He provides advice to numerous companies in Germany and around the world on the formulation and implementation of strategies via storytelling and is a sought-after keynote speaker.
Veit Etzold helps companies develop, communicate and implement strategies. In doing so he also helps global enterprises to sell high-margin, non-material services and to position and differentiate their brands in an increasingly competitive environment.
The more complex the strategy is and the more abstract the service, the better the story needs to be. Because only a good story makes a service tangible and easy to understand. And finally making the company and its products unique.