May 16, 2023

Episode 41: Intentionality and Helping Brands Find Their “Why” with Lisa Blair Fratzke

In today’s episode of The Future of Teamwork, host and HUDDL3 CEO Dane Groeneveld speaks with Lisa Blair Fratzke about her passion for helping brands explore and find their “why.” An organization’s “why” is its purpose, which Lisa knows a lot about after realizing the power of storytelling as a screenwriter, Disney employee, and founder of Fratzke Consulting. Among other things, this conversation covers video’s role in storytelling, intentionality and culture-building as critical to supporting their purpose, and her strategies for helping brands develop compelling value propositions.

Episode 41: Intentionality and Helping Brands Find Their "Why" with Lisa Blair Fratzke

Guest Bio

I am a Partner and Executive Strategist at Fratzke, specializing in helping clients achieve transformative growth through integrated communications, employee engagement and culture change.

With over 15 years of experience with top brands, I spent nearly a decade at The Walt Disney Company in Public Affairs and Communications partnering with global business segments to communicate key reputation drivers and increase employee engagement and retention.

Inspired by the quote “Be curious, not judgmental,” I have an innate curiosity that informs my consultative approach with clients. I work with brands to get to the heart of an issue and develop strategic initiatives that drive awareness and positive change. My holistic approach leverages data-driven insights, brand storytelling, technology and the principles of human behavior to help brands tell their stories better than anyone else internally and externally to drive employee engagement, customer loyalty and business growth.

I thrive on teamwork, creativity and investing in the success of others.

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Recap & Takeaways

[00:12 – 04:50] Lisa’s background in screenwriting and at Disney
[04:55 – 07:18] The power of connections, purpose, and Lisa’s goal to help companies find their “why”
[07:19 – 09:21] Helping brands develop effective value propositions
[09:23 – 11:49] Helping companies and their teammates find their purpose and why
[11:55 – 13:18] Safety as a value proposition
[13:20 – 14:26] Lisa’s strategy for developing value propositions and bringing out the best
[14:32 – 15:28] The importance of buy-in
[15:30 – 18:51] The impact of storytelling on a Disney Cast member reference guide
[18:51 – 21:54] Humanizing resources and different messages
[21:55 – 24:23] Acquisitions and layers of a human-centered approach
[24:27 – 26:25] Culture building informs everything
[26:27 – 30:42] The importance of intentionality in gathering physically and virtually
[30:46 – 34:04] Thoughts on the role of video in business updates and training
[34:08 – 37:24] Video should be part of a holistic strategy to bring a message to life
[37:34 – 40:14] Safeguarding brand reputation and enabling employee storytelling, videos
[40:16 – 46:20] What does the future of driving belonging and impact look like for Lisa?