The case narrates the story of how The Array Corporation’s founders – Fouad ElNaggar and Gunnar Counselman – applied a professional storytelling framework developed by film executive Wolfgang Hammer to try to solve a messaging problem critical to their business strategy. The Array Corporation was a platform company that aimed to disrupt the temp staffing industry by implementing a program that enabled temp workers to reinvent themselves and double their income as well as provide client companies with better trained and more motivated staff. This would effectively double temp agency revenues and profit. The company strategy ran into difficulties when temp workers failed to respond to the program and remained in the same low-paid positions as before, thus negating Array’s primary competitive advantage. The cofounders sought help from Hammer whose storytelling expertise offered a solution to their problems. The case describes Hammer’s framework and its implementation by Array Corporation.
