Vision Storymap - Michelin


Vision Storymap

Sharing strategy through storytelling.

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The Idea

Michelin’s UK MD needed to bring the company’s three-year strategy to life in such a way that his people could be inspired to work together. He didn't want another ‘death by PowerPoint’ – so he asked Avvio Reply to explore ‘storytelling’ as a communication strategy to work throughout Michelin’s UK business.

We delivered a four-phased approach as a solution, combining behavioural analysis techniques with organisation strategy intervention and a tried and tested communication approach to storytelling using ‘The Big Picture’.

‘The Big Picture’ quickly breaks down cultural barriers, resulting in fast, furious and funny conversations where employees, without realising it, are learning the company strategy and uncovering their individual role in helping the business –and themselves – be successful. All conversations are supported by a toolkit that has everything a manager needs.


Out of 1,800 employees surveyed, 96% now understand the part they play in achieving the strategy – from the MD, office-based, field sales, on the factory floor through to apprentices.

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