Where is the heart?

Abstract: Background: Today’s changing society demands changing organizations. Change is a natural state and in order to stay competitive on the market organizations must develop. During change, the organizational culture might damage, which can affect the organizational environment and employees negatively. Stories and storytelling bring people together and the implementation of this strategy might have positive effects on organizational cultures. In times of change information must spread throughout the entire organization, internal transparency can ease the spread and ensure that all concerned receive the information. Problem: This study is based on a case company where the culture is damaged due to major organizational changes. How can storytelling and transparency strengthen the present culture and unite the workforce? Methodology: Hermeneutic and abductive approach, qualitative, semi-structured interviews. Conclusions: Storytelling and internal transparency is two strategies which may advantageously complement each other in order to strengthen the organization culture and provide a good foundation in the making of a united workforce. By helping the case company illuminate the heart of the organization, their products, they can gather around shared key values.