Transforming PostNL: Crafting a Purpose-Driven Narrative for the Future of Postal Services.
Postal services around the world are in the middle of a transformation.
We were asked by the Dutch postal service, PostNL, to work with their Communications, Strategy and Operations to create a new Purpose for the business and shape its future.
A story is formed by and informs every other part of the business. As we worked with the business, the strategy evolved as the story evolved. It was writing a new script for the business - a script still being acted out today. It’s always a dance.
The story is rooted in your strategy, but your story, vision, purpose, and ambition shape your strategy. That is what a good narrative does. It’s a way of making sense of what is happening around us and writing the next chapter of what you want to see happen.
The story was brought to life in myriad ways to connect with employees across the business. Central to this was a film in which a presenter walked through various worlds in which PostNL operates and will be operating in the future. It explored and explained how PostNL serves customers now and in the future, connecting people and the world.
The story was about what clients and customers would talk about when they saw and experienced the brand. As well as the story the wider PostNL community would tell. That audience includes the office workers and the post-delivering community.
The decisions made in those sessions have created a new, rejuvenated Dutch postal surface.
“Ben and the team worked with our strategy and communications teams to craft a compelling story and the purpose of PostNL. With Ben, you get a sharp, innovative creative who can solve complex business challenges. Ben has been a valuable advisor for us.”
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