Case Story 1

Let me take you to Graz in Austria. It’s early morning. A group of apprentices gathers on an industrial site. But today, something is different. There are no tools or machines — only wood, paint, and music equipment.

Their task?

To build a Maypole. Not because someone in HR thought it was a nice cultural idea. But because the apprentices themselves had discovered that communication grows best when people do something together.

They carved signs with the company’s values. They argued about colors. They laughed. They struggled. They lifted the pole, together, sweating and shouting.

And in that moment — without any training, without any slides —they lived their Higher-Level Purpose:

‘Become technically competent and communicatively capable employees.’

From that day on, the Maypole became a ritual. A story apprentices tell future apprentices. A scene that shaped how they see themselves. The strategy was no longer explained. It was performed.