The KRONE Group decided to use a Big Picture to visualize and communicate its “Strategy 2030”. The Big Picture helps to better engage employees and explain complex interrelationships much more easily.
The Client: KRONE Group
The KRONE Group is a family-owned company based in Emsland, Germany, and one of the leading manufacturers of harvesting technology products and commercial vehicles. With almost 8,000 employees worldwide, the KRONE Group focuses on combining traditional corporate values and future-oriented innovative technologies with the aim of proactively shaping change in the agricultural industry as well as in transport and logistics.
The Task: Visualize the Vision of “Strategy 2030”
In order to communicate the new strategy to its employees in a clear and comprehensible way, the group decided to create a big picture. The aim of this Big Picture was to provide a simple representation of the complex relationships (the group serves two business areas: agricultural technology and commercial vehicles), the opportunity to recognize themselves in the picture, and to make megatrends and their significance for the business areas recognizable. In addition, the Big Picture should help employees to identify better with the company by better understanding their role in the KRONE Group.
The Implementation: Big Pictury makes the company’s presentation visible
First, the teams from the KRONE Group and Big Pictury sat down together to capture the “DNA” of the company and to derive the core topics for the Big Picture. This process was very efficient and motivated both sides equally. A particular challenge in creating the Big Picture was to depict the “big picture” of the KRONE Group and the perfect integration of the two business areas of agricultural technology (KRONE green) and commercial vehicles (KRONE blue).
The great complexity also did not allow for a detailed presentation of all company contents. The aim was to work out core statements and key scenes. At the end of this process, the Big Picture was “From the field into the world”: a circular image that simply and clearly shows the interconnectedness of all factors within the company, while also depicting the many other topics of the KRONE Group.
Omnipresent in Use
The finished Big Picture was published personally by the CEO via the internal employee app, making a clear statement: The KRONE Group wants to communicate its strategies more clearly in the future, exchange ideas with each other at eye level and remember every day what makes the KRONE Group what it is. To this end, the Big Picture is being distributed as a framed picture to all managers and on postcards and mission stickers to all employees. The various print formats are flanked by digital media, in particular by an implementation as a Click Picture with zoom-ins and infoboxes.
The image will also be used during job interviews to present the company. And in strategy workshops, it will help to clarify the strategic corridors of the KRONE Group as a communication tool and guiding principle.
“In challenging times, it is crucial that we keep the big picture in mind. The Big Picture is intended to help us understand and appreciate the complexity and direction of our family business. It represents our shared journey, our identity and our visions for the future – across all business areas, from agricultural technology to commercial vehicles and our services.”
Bernard Krone, Chairman of the Supervisory Board of the Krone Group
“In our collaboration, the Big Pictury team’s ability to quickly understand complex relationships and to implement them visually in a very creative way is particularly noteworthy. This made the entire creation process very efficient and it was a pleasure for everyone involved to tackle our challenges in this way.”
Ingo Lübs, Head of Corporate Communications, KRONE Group
“The Big Picture gives us the opportunity to convey the Group’s full complexity, its values and strategic fields of action “at a glance” for the first time. The image illustrates complex relationships in a simple and understandable way, encourages reflection and is intended to strengthen identification with the company.
We will ensure that it has an omnipresent effect within the company.”
Dr. David Frink, CEO, KRONE Group
QUICK-FACTS
CLIENT: KRONE Group
SCOPE OF SERVICES: Big Picture in two language versions, as well as interactive Click Picture
PROJECT PERIOD: 3 months
BUDGET: five figures