 The DNA of Maersk Container Industry. In 2008 the danish storyteller, Svend-Erik Engh was approached by Jane E. Petersen, Communication Manager at Maersk Container Industry. Maersk is the biggest company in Denmark. The project Jane outlined for Svend-Erik dealt with creation of a web site, that could attack new employees and maintain employees in the organization. The idea was to find the DNA of MCI and the metaphor should be exposed in a 'DNA-string'. The string of DNA should have stories from the employees telling how they experience their working place and what opportunities they see in their work. The cooperation with the people from MCI has been an inspirational experience for both parties. The project was directed by a person in Maersk, that understands the importance of listening, and still have focus on the final results. The project involved every member of the organization. The employees of MCI formulated new ideas improving the project, gave suggestions to solutions and the whole project were based on dialogue. The site is now public and it has become a dynamic site, where employees presents themselves through stories, in text and small videos. LINK |