Chicago Tribune (Chicago, IL), October 25, 2016

Summary:

As part of CEO Oscar Munoz’s revamping of United Airlines, a new position has been created and filled: Chief Storyteller Dana Brooks Reinglass.

Jim Olsen, United’s senior vice president of corporate communications, explained: “The idea is using stories to give employees and customers a window seat to how we’re doing things and changing things and making a positive difference. Data points are important proof points, but what’s really interesting to people and what they remember are stories.”

Previously, other companies, including Microsoft, IBM, Verizon and enterprise software company SAP, have hired storytellers.