Organizational Culture/Branding You will only get the benefits of storytelling if you tell a story. What happens when employees see changes unfold and decisions get made without access to a clear story about what’s going on? It’s simple, they’ll make a story up. Typically these improvised tales don’t serve the organization very well. Business consultant and executive coach, Shawn Callahan, says this is a total waste. He’s outlined a simple four-part story framework to help tell what he calls the “clarity story”, one that gives shareholders reason to believe. Article: How To Infuse Clarity In Brand Stories