How a conversation on a bumpy plane ride led two entrepreneurs to set up a Highland business
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It was on a bumpy plane journey to the Isle of Lewis that the idea for StrategyStory was born.
Hailing from entirely different backgrounds but engaged to work on the same community development project for Ionad Hiort (the St Kilda Centre), Kate Hooper and Donald Maclean were surprised to find that they had a great deal in common.
Over the course of their (slightly terrifying) plane-ride, they realised they shared the same perspective on the idea of ‘planning’: in sticking rigidly to plans, organisations were often missing opportunities to get the best out of their people.
With around two thirds of strategies failing, it was clear to them that ‘strategic plans’ as they stood often don’t work in organisations because the people who have to deliver them can be overlooked.
This in turn means that the logic can be flawed, and people may not be engaged - and that can apply to both staff and customers.
As a Professor at the Adam Smith Business School at the University of Glasgow, Donald had reached the conclusion that in order for strategies to work they had to become less concerned with protocol, and more focussed on people.
To his surprise on that flight, he found himself sitting next to an ex-BBC programme-maker who had spent her career making human-interest stories for multiple audiences.
What began to dawn on them during the plane ride was that the very thing they were looking for – to make strategy meaningful and valuable – was woven into the traditions of the Highlands and Islands: the ancient practice of storytelling. In these traditions the bard worked hand in hand with the leadership of the clan to drive belonging and action.
Kate and Donald began to imagine what could be achieved in organisations if they innovated some of their traditions with the very latest thinking in modern media and digital communications.
What happened next exceeded their expectations by miles. Just like the plane, the business literally took off.
Kate and Donald have presented at the University of Harvard, worked with clients across the globe, as well as brilliant Highland businesses, communities and social enterprises, and their team is expanding.
On the international front, they are gathering followers all over the world. Behind this success is the award-winning combination of strategy and story, and the general feeling that working life can be more natural and rewarding, and that people connect through compelling stories.
StrategyStory’s vision for business is very simple: to see strategies succeeding, people happy, workplaces thriving and customers really connecting with the organisation. As our own traditions say, a good story told ‘eye to eye, mind to mind and heart to heart’ is what really works wonders.
“StrategyStory’s approach is refreshing and really resonated with my team when we were testing and refining our strategy. As we began to tell our stories we found, to our mutual surprise, we didn’t all know them; and if we don’t then why should we expect others to?”- Neil Kermode, Managing Director The European Marine Energy Centre Ltd
“This is the perfect antidote to differentiating your brand in a world of short attention spans. It was enjoyable, practical and extremely useful…and we learned lifelong skills.” - Noor Al-Rahim Founder and Creative Director, NaraNiro, London
“Working with Kate and Donald helped us articulate a strategy to capitalise on building momentum of consumer loyalty to home-grown products with provenance and craftsmanship at their heart. We have learned how to tell our story in a way that will capture customers’ hearts and minds.” - Jessica Hartwell, Marketing Director, Skyeskyns
“The StrategyStory team played a crucial role in uniting our expanding Chance team. They conducted an exceptional strategy workshop that not only ignited a collective passion for the business but also provided clear direction, steering our ship toward an agreed future for the company. Our heartfelt thanks to Donald and the entire team.” - Graham Ramsay, Director, Midton
Listen to the StrategyStory podcast.
StrategyStory Services
Get your strategy sorted, and your story straight.
Get your people, staff, customers and investors on board.
- Training and Workshops
- Strategy Consultancy and Strategic Communications
- Digital Storytelling and Communications
- Content creation and sharing
- Public speaking and facilitation
Enrol on a StrategyStory workshop
Sign-up for the StrategyStory taster workshop. A full day out for you to focus on the strategy and story of your business, delivered by Kate and Donald. Friday 2nd February,
10am - 4pm (£295 +VAT)
