When companies compete for attention at events like Monte Carlo, they often forget the importance of the ‘corporate narrative’. Karen Morris describes an effective narrative and says it has more to do with tales around a campfire than slideshows and spreadsheets.
“An underwriter, a comedian and a priest walk into a bar...” When we hear a line like that, we want to know what happens next.
The power of narrative is instilled in all of us. A congregation calms to the phrase, “We are gathered here together to celebrate…” and a child’s face responds with intrigue to the words, “Once upon a time, a long, long time ago”.
We may not associate stories with our professional lives at all, although this is probably more a question of semantics than behaviour.
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corporate narrative, story-telling, literature, strategy
