Turning tech roadmaps into stories at Volkswagen

Electric mobility. Autonomous driving. Urbanization. The sharing economy. Digitization is changing what mobility means, from the ground up. Volkswagen, the world’s largest carmaker, wants to shape that shift. And its advance development unit carries a big part of the strategic responsibility.

In 2018, I helped the management of Volkswagen’s advance development unit communicate their roadmaps inside the company. In joint workshops, we first sorted out the narrative levels of every development project.

From there, we built a custom storytelling approach that turns projects and development goals into short, easy-to-remember lead narratives. These lead narratives keep development teams aligned and make complex technology projects much easier to explain to the board and other stakeholders.