Communicative Innovation:

Storytelling and Artificial Intelligence to innovate top management communication in the world of naval towing

MedTug, the fourth-largest group worldwide in terms of active tugboats, faced the challenge of innovating its internal communication. Under the leadership of a visionary CEO, the company recognized the importance of corporate communication in supporting strategic decisions.

To address this need, MLC partnered with GSOM at the Politecnico di Milano to develop a training workshop that combined lectures with hands-on activities. The approach incorporated modern methodologies and artificial intelligence tools to enhance storytelling in corporate presentations.

cLIENT BACKGROUND

MedTug is the fourth-largest group in the world by number of active tugboats, with a fleet of approximately 180 units. Founded in 1995, MedTug has grown rapidly through a series of strategic acquisitions, strengthening its presence in major global ports. Since 2017, it has been part of the MSC Cruises group, one of the world’s leading shipping companies.

MedTug is recognized not only for its operational capabilities but also for its commitment to continuous improvement in maritime technologies and environmental sustainability. Its mission is to provide safe and efficient towing services, supporting international maritime trade with the highest standards of professionalism.

cHALLENGE

The world of naval towing is not particularly focused on marketing or communication, as its core business revolves around operations. Internally, presentations are rarely used, and tools like PowerPoint are minimally employed. Instead, self-standing documents are produced, with only a few summary slides prepared for the board.

Under the visionary leadership of a young and brilliant CEO, the need emerged to establish a structured approach and set communication standards, recognizing it as a key competency for supporting strategic decision-making. The goal was to enable faster and more effective approval of critical decisions.

The challenge was to introduce methodology, innovation, and the adoption of new technologies to the CEO’s senior leadership team—a long-established group within the company—while fostering a culture of collaboration and modernization.

EXECUTIVE SUMMARY

The workshop enhanced corporate communication through interactive and innovative methods. Participants applied the Lean Presentation Strategy Canvas and artificial intelligence, fostering collaborative and continuous learning, demonstrating the effectiveness of well-structured training.

Challenge

The challenge was to improve participants’ presentation skills in a corporate setting using innovative methods, moving beyond the company’s traditional approach. Tools such as the Lean Presentation Strategy Canvas and artificial intelligence were crucial in overcoming this challenge.

Solution

The adoption of the Lean Presentation Strategy Canvas and AI-driven storytelling enhanced participants’ communication skills, fostering an innovative and collaborative learning environment while ensuring continuous improvement in corporate presentation abilities.

RESULT

Participants’ corporate presentation skills significantly improved through the adoption of the Lean Presentation Strategy Canvas and artificial intelligence, fostering an innovative, collaborative, and continuous learning environment that overcame the company’s traditional challenges.

SERVICES

#Workshop
#Storytelling
#Communication Strategy
#Top Executives
#Artificial Intelligence

SOLUTION

The MLC training team designed an engaging, innovative, and easily accessible training experience for the executive team. In collaboration with GSOM – the Graduate School of Management at Politecnico di Milano, MLC conducted a full-day in-person workshop.

The training combined instructional sessions and methodology sharing with hands-on activities, featuring a case study specifically tailored to the naval towing sector.

The MLC Approach

To truly learn, participants need to enjoy the experience and actively engage in the training. A traditional lecture alone is not enough—it must be complemented by moments of dialogue and hands-on practice.

For this reason, the workshop included group work sessions, along with continuous stimulation and active involvement to keep participants engaged throughout the training.

The insight

From the initial pre-assessment, it was clear that the trainees were not accustomed to using presentation tools and that their communication style followed very traditional approaches. There was a strong need for innovation and a shared method that everyone could adopt and pass on internally to enhance communication in every context.

The Process

To meet the content needs, a modular lesson was designed, featuring contributions that covered the application of storytelling techniques to structuring corporate presentations. A scientific approach to presentation design was introduced, educating management on the fundamental principles of human cognition.

A business case was then developed for group work, where participants applied the Lean Presentation Strategy Canvas to create an effective presentation flow. Additionally, the fundamentals of using artificial intelligence to enhance storytelling were introduced.
Finally, Maurizio recorded a video tutorial, provided as follow-up material for participants, offering a detailed breakdown of the reasoning and design steps leading to the final solution.

RESULTS

The workshop began at 9:00 AM and lasted until 6:00 PM, with a short lunch break. From the very first moments, the training activity engaged all participants, fostering a constructive dialogue between Maurizio and the attendees.

The group work sessions sparked collaboration and team building, as participants worked together to apply the Lean Presentation Design method. The dynamic classroom atmosphere and the carefully designed learning experience created an excellent co-creation environment, keeping everyone fully engaged from start to finish.

CONCLUSION

The success of this workshop highlighted several key takeaways.

First, it underscored the importance of interactive and engaging training methods. The combination of lectures, group work, and practical case studies not only enhanced learning but also fostered a collaborative environment.

Second, it emphasized the need for innovative communication strategies in traditional industries. By introducing tools such as the Lean Presentation Strategy Canvas and AI-driven storytelling, participants gained modern techniques to improve their presentation skills.

Finally, the workshop demonstrated the value of continuous learning and follow-up. The video tutorial provided by Maurizio served as a valuable resource, allowing participants to refine their skills even after the session.

Overall, this project with MLC and GSOM was a testament to the power of well-structured, engaging, and innovative training programs in driving meaningful change in communication practices.

CLIENT FEEDBACK

The instructor is highly knowledgeable and presents interesting topics in a thorough and comprehensive manner.

A very useful course with valuable takeaways.

Maximum satisfaction.

Maximum satisfaction.

The course leader was very punctual and accommodating.

PROJECT OWNER

MLC Training Team

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