"We do not learn someone's principles when we
hear their concepts, we learn them by listening
to their experience, their story."
David S. Pottruck, Author
Clicks and Mortar

"After the stock market crash in 1987, a few individuals owed the firm large sums of money. These customers had been trading on margin and got caught in the downdraft. The task of collecting these large balances fell to Jim Losi, one of the senior VPs. He helped one woman negotiate a settlement with the company that allowed her to rebuild her house where she lived until she died in 1998, and then the debt was finally settled." This is an excerpt of a story told at a Schwab senior management meeting that reflects the Schwab value of fairness.

What stories are written, or verbally shared, about the company in which you work? How do you keep the vital history of the company alive and thriving?

Imagine this... You join a company during its first year of inception. People are excited about being a part of something 'from the ground up.' Every day there is a vibrant energy that generates creativity and camaraderie. Although there's more than a small amount of chaos from time to time, the tenor in the company is invigorating. You and several of your peers are heaped with responsibility and the authority to make changes and set policy—it's the only way to manage the rapid growth and maintain any kind of momentum. Over the weeks and months that ensue, everyone witnesses and feels a culture of cooperation, lively competition, and profound appreciation. People are stretched to new capacities physically and mentally. Teams are powerfully renewed by the frugal celebrations that take place regularly as new contracts and systems provide advancement towards the over-arching mission. People connect. Customers burgeon. The company thrives. History is in the making...

Fast forward now, a decade later, and see the size of the employee base tripled; headquarters' square footage doubled; two new sites up and running; and an HR department that boasts development paths and a leadership track with follow-up coaching support. Envision 25 new employees being added quarterly, old programs and processes morphing into streamlined systems with phonetic symbols and 'leetspeak,' and two all-employee meetings each year that galvanize the collective spirit of the company. What story do you have to tell at this stage? How do you preserve the company's knowledge and history while simultaneously linking it to the freshness infused daily?

When you live the history of your organization, you have a powerful story to tell. Telling it requires you to be genuine, truthful, and forthright, and provide your listeners with background, ownership, and achievement. Telling your story informs what has come before and gives substance to the ever-unfolding future. It promises longevity to the contribution each one makes, no matter how long one stays with the company. It invites employees to reminisce, view photos, and savor times past and present. Sharing stories of days gone by preserves the essence of today and beckons the vigor of tomorrow. When was the last time you told a story that truly made a difference to people? Share a story today that will inspire, encourage, and engage the spirit.