Uniting Technical Tribes
Into a Shared Narrative
Uniting Technical Tribes Into a Shared Narrative
A Top 10 Global Software Company faced a critical moment after a major reorganization merged engineering, product, and specialist teams under a unified technology division.
While individually strong, these teams operated with conflicting visions and languages - each telling a different story about what made the company's technology valuable.
The Challenge:
Engineering celebrated architectural innovation, product teams focused on user experience, and data specialists emphasized analytics capabilities. When the new CTO tried to articulate a unified technology story, it revealed a fragmented narrative landscape where teams couldn't see their connection to a larger purpo
- Each team told a different story about their value, creating disconnected narratives that failed to resonate with senior leadership or each other
- Previous attempts at creating a unified message resulted in generic corporate language that technical teams dismissed as inauthentic marketing speak
- The global scale (3,000+ professionals across 11 countries) meant that stories needed cultural translation to maintain meaning and impact across contexts
How We Orchestrated Their Transformation
We designed a multi-layered approach to create and cascade a unifying story:
- Crafted a compelling narrative that wove together the distinctive strengths of each team into a coherent story about their collective contribution to customer success, making visible previously hidden connections
- Executed strategic storytelling workshops with influential voices from each discipline, helping them discover shared themes and translate technical capabilities into meaningful business impact stories
- Developed a rich storytelling toolkit with flexible frameworks that enabled leaders to adapt the core narrative for different audiences while maintaining consistent themes and purpose
Our Impact
The strategic storytelling approach transformed how teams saw themselves and worked together:
- Transformed siloed perspectives into a shared narrative, with 75% of team members able to articulate how their work connected to broader company purpose in consistent ways
- Elevated technical communications with senior leadership, replacing feature lists with compelling stories about customer and business impact
- Sparked voluntary storytelling communities of practice where teams began sharing success stories and lessons learned across previous organizational boundaries
"What stood out was how you helped us find our authentic story—not imposed from above but discovered within our teams. Our engineers and product specialists are now telling the same story from different angles, creating a richer narrative that resonates with everyone from developers to the board room.."
— Chief Technology Officer