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Narratives and Business
Most of us understand the great power of stories in connecting with people, but we tend to overlook the even greater power of narratives in mobilizing people and building deep loyalty. This talk will explore the key distinctions between stories and narratives and explore why these distinctions matter. Narratives play a key role at multiple levels – personal, institutional and social – but this talk will focus on the missed opportunities for institutions to harness the power of narrative. In particular, it will suggest that the companies creating the most value in the future will be those that develop narratives that become the foundation for movements. In a world where attention is becoming a scarcer resource, narratives hold the key to not only attract, but hold the attention of a growing number of people.