It's about how you deal with such issues. The chocolate producer is switching to Fax Lists Dutch growers and it communicates about this issue in its company story. That is a powerful way of communicating: admitting that you have not acted wisely and looking for a suitable solution for the mistakes made. It shows that Fax Lists you are a learning organization. Using storytelling as a tool Two things are important if you want to make effective use of storytelling . First and foremost, always act in line with your core values. If your organization presents itself as Fax Lists the most customer-friendly company in the Netherlands, it is not useful if mistakes are made in customer complaints. And yet mistakes are made in every organization. Also in the most customer-friendly company in the Netherlands. It's Fax Lists about how you deal with those mistakes, you can show that in your stories. Second, good characters are the main carriers of your story. An effective character has good and bad qualities, just like every human being. Your Fax Lists stories are therefore preferably written from the perspective of real employees. If you read in the organizational stories how those employees act and why they do that, the stories become more imaginable. With effective stories, described from the perspective Fax Lists of characters, readers, listeners or viewers can fully imerse themselves in the story and shut down from the real world. This is technically called narrative transport. Good storytelling is about successes and setbacks When you talk about Fax Lists storytelling, many people know the journey of the hero(ess) or the Hero's Journey. Main characters go on a journey. They leave everyday life. They enter a new world full of setbacks and challenges. And there they learn to deal with small and Fax Lists bigger successes. Just like in the real world. Yet many organizations stick to telling about the successes in their communication. They hide their misfortunes. That's a missed opportunity. Storytelling is most effective when Fax Lists stories are recognizable to the reader, listener or viewer. It increases the credibility of the organization if the story and the main characters in it are recognizable.