culture development

5 Steps To Use Storytelling In Meetings To Boost Your Company Culture

5 Steps To Use Storytelling In Meetings To Boost Your Company Culture

Bad meetings can kill your company culture.

Whether you’re running a massive Fortune 500, or a hip new startup, you’ve probably attended meetings that left you thinking “This should have been an email”.

Most meetings are disruptive time wasters, but they don’t have to be.

Including storytelling in meetings can increase employee engagement, build relationships between colleagues, improve communication, increase productivity and support the development of a successful company culture.

How A Tumour Taught Me About Company Culture Development

Last autumn my best friend Louise* felt a lump growing in her neck. Louise is a busy mum with four young children, a full time job, and a husband with heart problems. When she felt the lump, Louise decided that she just didn’t have time to deal with the “thing” on her neck, as she referred to it. It was just another item on her long list of “things” to deal with:  grocery shopping, naps, bath time, chauffeuring the kids to school,  and a lump in her neck.

Louise did as many women do when they’re faced with a health scare; she ignored the problem, hoping that it would go away on its own if she took better care of herself and reduced her stress levels, drank green smoothies, and went to the gym more frequently.

As autumn turned to winter, Louise grew busier and busier. As Louise’s to-do list grew, so did the lump. Christmas shopping, baking, cooking, chauffeuring the kids to school, holiday parties.. and a lump in her neck.

Over the Christmas season the lump grew and grew until one night Louise felt like she was suffocating, and she finally decided that she couldn’t ignore it any longer.

The Doctor

When Louise finally went to see a specialist he performed a rush biopsy, then diagnosed her with a pre-cancerous tumour and declared that it must be removed along with her entire thyroid. The doctor scheduled the surgery for the following month, and sent Louise home with nothing but instructions to rest and relax.

The Alternative Therapy

Not one to “rest and relax”, Louise sought a second opinion with a Chinese medicine practitioner. He prescribed a strict regimen of Chinese medicine in an awfully smelly tea made of herbs, bark, roots and leaves. She measured the circumference of her neck every week, and as she consumed the tea, her tumour appeared to shrink

The Results

Three and a half weeks later Louise scheduled a pre-surgery appointment with her doctor. When he scanned the tumour he was astonished; it had shrunk to a quarter of it’s previous size. He promptly cancelled her surgery, and began to investigate the Chinese medicinal tea that Louise used to shrink her tumor.

The Integrative Healthcare Solution

The Chinese bark, roots and herb tea did wonders, and although the tumor continued to shrink, it did not completely disappear.

Four months after her diagnosis Louise underwent a minor outpatient procedure to remove the remains of her tumor, leaving her thyroid intact, and sparing her a lifetime of synthetic drugs and hormonal imbalances caused by thyroid removal


How did Louise's tumour teach me about company culture development?


Companies ignore their “lumps” because they’re busy doing what they think is the “real work” of their business.

At Dovetail we work with lots of companies that are busy busy busy, and ignoring their own deeply rooted, possibly highly problematic “pre-cancerous tumors”. These “tumors” are issues at the very core of their organizations, deeply rooted in their company culture. Louise’s occasional exercise and green smoothies were healthy and they felt good, but they didn’t make a drastic change in her health, just as a one-off team building event, retreat, or keynote speech leaves employees feeling good for a moment, but doesn’t effect major change in most organizations.

If you wait until you’re being choked by a problem with your culture, you might have to hack it out of your company.

Louise waited until the lump was nearly choking her to death before she went to the doctor, and he gave her one solution - the complete removal of the tumor AND her thyroid. Companies that wait until their culture issues are choking their business are often left with one solution - cutting out the problem by firing talented people with specialized skill sets. Not only do they lose talented employees, but they lose the work that they did, and they waste valuable time and resources recruiting, hiring, and training new employees. Estimates of the cost of firing an employee run as high as 150% of annual salary.

Integrative solutions are much more effective than stand-alone solutions.

When we approach culture development in the same way as integrative health care, we can see that integrative solutions are far more effective than stand-alone workshops, keynotes, or short-term organizational changes.

Long-term  integrative solutions for the win.

Louise was cured by integrative healthcare, and studies of her case and treatment plan will help hundreds of other patients in the future. After the remains of Louise’s tumor were removed, her  Chinese medicine practitioner and western medicine doctor eventually began to work together, they were able to support one another,  gain a deeper understanding of their patients needs, and develop a more systematic long term approach to integrative treatment.

When facilitators and consultants collaborate to support a company’s culture development, they’re able to build upon one another’s’ programs, and capitalize on their deeper understanding of each other’s specializations. It’s helpful to see each individual component of a culture development plan, such as an offsite team building day, leadership workshop, or management retreat, as a kind of microcosm, a “play within a play”. Short workshops and events are only impactful when they’re fully integrated into the team’s long-term goals and objectives

At Dovetail, we believe in a long-term, integrated approach to culture development. We offer shorter assessments, workshops, and team building programs as introductions to our services, and we work to build long-lasting and highly impactful relationships between our specialist facilitators and our clients.

We’d love to hear from you! How’s your company culture? Do you have any “tumours” lurking in the body of your business? If so, what’syour integrative treatment plan for developing a healthy, high performance culture?

If you enjoyed this article, please use the buttons on the left side of the screen to share it with your colleagues and your social media network, and start the #cultureconnection

Join us on May 12 at #cultureconnect at Shopify in Toronto, and build your company culture to boost your bottom line. Click here for more information.

Your team is a few short steps away from this level of happiness!

Your team is a few short steps away from this level of happiness!


Lucas, Suzanne. “How Much Employee Turnover Really Costs You”. Inc. Magazine. August 30 2013.

Dattner, Ben. “How to Plan a Team Offsite That Actually Works”. Harvard Business Review. June 25, 2015.