Chapter 1

We live in stories

Your brand lives in the stories that are told and re-told inside your organization and across its ecosystem.

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From the dawn of human communication, storytelling has been central to our existence. In today's complex business world, a company's ability to tell a coherent, credible story to its ecosystem—employees, analysts, partners, media, and customers—can determine its success or failure.

 

A company's brand lives in the stories told within and around it. These narratives shape perceptions, influence decisions, and ultimately impact the bottom line. However, many companies struggle to effectively communicate their stories. A recent survey revealed that less than 20% of corporate executives can quickly and convincingly communicate their business value proposition.

 

Signs of Narrative Dissonance

• Employees appear confused about the company vision during meetings.

• Analysts misplace your company in the wrong sector or with incorrect competitors.

• Media coverage misinterprets your company's direction.

• Customers misunderstand your products or services.

 

If any of these scenarios sound familiar, your company may be experiencing narrative dissonance—multiple, conflicting narratives circulating throughout your ecosystem.

 

Causes of Narrative Dissonance:

• Rapid information dissemination through modern communication channels.

• Language barriers and international business complexities.

• Organizational changes (new executives, mergers, acquisitions).

• Entering new markets or launching new products.

• Unexpected crises or events

 

The "Telephone Game" Effect:

Like the childhood game where messages become distorted as they pass from person to person, corporate narratives can lose coherence as they travel through an organization and its ecosystem. This distortion can have serious consequences for a company's reputation and success.

 

Case Studies:

• Johnson & Johnson's Tylenol Crisis: The company's clear, consistent message about prioritizing customer safety above all else helped them navigate a potentially devastating situation.
   

• Meta (Facebook) Transparency Issues: The disconnect between Meta's public stance on open communication and its handling of internal research demonstrates the challenges of maintaining narrative consistency.

 

Maintaining Narrative Coherence:

• Identify potential inflection points that could disrupt your narrative.

• Develop communication strategies to address anticipated changes.

• Ensure alignment between corporate messaging and employee behavior.

• Regularly evaluate and reinforce your core narrative across all channels.

 

Recognizing Narrative Dissonance:

• Lost deals due to conflicting messages from different sources.

• Failure to adopt new strategic narratives after a shift in company direction.

• Inability to articulate a clear value proposition when entering new markets.

 

In conclusion, a strong, consistent corporate narrative is essential for success in today's business landscape. By recognizing the signs of narrative dissonance and taking proactive steps to maintain coherence, companies can better navigate challenges and capitalize on opportunities.