Challenge
Build alignment through story, not silo
Lundbeck Canada is a pharmaceutical company focused on brain health, and a tight-knit part of a larger global network.
Its Canadian team is collaborative, curious, and deeply committed to improving lives. But like many growing organizations, alignment can become a challenge when teams operate with different priorities, timelines, and pressures.
For their upcoming national retreat, leadership wanted to try something new.
They asked Echo to lead an in-person storytelling training session that would do more than entertain. It needed to:
- Feel fresh and participatory, not corporate or formal
- Give teams real, usable storytelling skills
- Surface stories that reinforced shared values and collective mission
- And help shift the tone from individual achievement to collective impact
At the heart of it was this question: Can storytelling help us speak more clearly about what unites us, so we don’t default to acting out of scarcity or self-interest?
Solution
A fast-paced, high-trust workshop
Echo designed and facilitated a live storytelling training session for approximately 150 Lundbeck Canada employees.
The format blended instruction with action:
- What makes a story memorable
- Where to find story-worthy moments in daily work
- How to share those stories with purpose and clarity
- And how to use story to reinforce not just what we do, but why it matters together
With guidance from our lead storyteller, participants worked in small groups to build and tell real stories, reflecting on their own experiences inside the company and how those moments shaped their view of Lundbeck’s mission.
The room was lively. The stories were powerful. And most of all, the tone was honest.
We heard reflections on mental health, patient connection, internal support, and the deep sense of purpose that drives so many people at Lundbeck.
By the end, a clear throughline had emerged: a collective language for what makes the company culture distinct, and how each team contributes to something larger than their own targets.
Result
Shared language = stronger teams
The Echo session gave participants a safe and energizing space to express personal values, identify overlaps, and appreciate how different departments carry the mission forward.
It also gave managers new tools to help teams move beyond surface-level messaging toward meaningful, emotionally grounded communication.
And leadership saw something even bigger: a shift away from isolated wins and toward a clearer, more confident story of who Lundbeck Canada is and what it stands for.
One more cool thing...
From fun to framework
The session was intentionally designed to feel fun.
But what it delivered was something deeper: a repeatable way to talk about why the work matters without sounding scripted or self-congratulatory.
Teams left not just entertained, but equipped. And with a shared story, they now had a stronger starting point for the next conversation, presentation, or collaboration.
Want your team to align around something meaningful?
We turn everyday stories into shared language—and shared purpose.
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