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Storytelling in my own space would be about the telling stories about the power of education and research on humankind. From a goverance persepective we can further embed story-telling that is connected to our mission and purspose as Patagonia does but for my organisation it would be through our students, academics and the alumni of the university who use their education at the university to improve the world in some way. We do that already but how can we do it like Patagonia does is by ensuring that the stories link to our strategy in a clear way

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The story telling is consistent across its five pillars and strongly connected through real stories to their stated mission and purpose. It builds loyalty as you can see for yourself impact and that they are doing what they say they are going to do building both loyalty and trust. This differs from many other companies who green-wash.

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Patagonia is active in social media, it allows people to tell their story - it has a clear approach to its brand across the five key areas with each area having more to dive into. What was really impressive was the formation of the trust, the why of that and how it is being used to share the profits which allows a customer to feel aligned with the purpose of the organisation. Really effective comms that are strongly aligned with the mission which buys customer loyalty.

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Patogonia is trying to live its values through its actions and its actions are shown through the sharing of real stories. In the stats it highlights what it has achieved without any sense of green-washing - ie this is what we have done and there is more to do. Builds trust and wants you to be part of its mission.

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Story telling in Governance could assist by communicating vision and values by evoking emotions of staff to further feel aligned to the vision of the organisation and really buying into what the company is trying to achieve. Governance professional i feel could learn from Patagonia that even governance can be made human.

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Other customers see real people telling these stories and this makes these feel what they are saying in genuine rather than a faceless campaign of a global giant.

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Patagonia has customers share their stories via social media. They communicate stories about the environment and are consistent in their mission of sustainability

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Patagonia shares real stories about when communicating its mission to customer. Their style is open and transparent.

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Key learning for governance professional are:

·         Consistent transparency in communication builds trust.

Sharing stories that illustrate the values in action, leaders can reinforce the desired organisational culture

·         Storytelling helps create emotional connections with the audience motivating employees to align their actions with the organisation's goals

·         Storytelling helps employees and stakeholders understand and buy into the organisation's vision, fostering a sense of shared purpose and direction

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By sharing real stories about their commitment to the environment, consistently communicating their mission in campaigns and encouraging customers to share their own stories creates a sense of shared values and creates a bond reinforcing trust and loyalty.

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Some of the techniques Patagonia use are

·                Telling real stories about their commitment to the environment.

·                Consistently communicating their mission through their campaigns.

·                Using social media for customers to share stories.

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Patagonia supports its mission and values by sharing real stories about environmental responsibility and sustainability, engaging its audience in the process.