A maturity model for storytelling development in knowledge organizations

Abstract

This paper proposes a model to describe and understand the storytelling maturity of knowledge organizations. As more organizations turn to storytelling as a resource to transfer knowledge, develop skills and foster organizational engagement, it becomes increasingly necessary to have a tool at hand that would help knowledge management (KM) professionals gauge the state of storytelling development in their organizations. The model proposed is ideal for novice KM professionals tasked with developing storytelling initiatives, or, experienced practitioners seeking to integrate storytelling as part of a robust KM strategy. To create this model, the author reviewed, analyzed and based its approach on the life cycle theory and other models of KM and organizational maturity. The paper continues with a description and discussion of the five levels of storytelling maturity. These levels (incipient, intermittent, intermediate, rising and consolidated) offer the users a diagnostic tool to conduct gap analyses to better understand the storytelling environment of an organization, predict and identify the corresponding needs, and propose solutions that strengthen a given KM strategy.