What is a corporate narrative?

It’s becoming more common nowadays to hear commentators refer to a political leader’s or candidate’s “narrative” message. This concept, however, is yet to take deep hold in the business world, though it soon will.

A story, or narrative, in the general sense of the word is an explanation of events that can be recounted in detail through a series of connected occurrences. Narratives are essentially simple explanations that establish meaning; rather than seeing disorder and chaos, they pull apparently disjointed pieces and make them part of a whole. The story makes them whole. In politics, a candidate’s narrative may shift from foreign affairs to job creation. For an executive, it may center around innovation or expansion. Narratives can shift but always need to be a central force to organize and simplify what people are hearing. In either case, there always needs to be an explanation that addresses “why” that is simple and powerful – and preferably true. In politics, credibility of the narrative is often the subject of great debate. In business, it is the domain of extensive research, analysis and planning. Most businesses focus too much on underlying details and do not elevate the message to the level of corporate story or strategic narrative. That’s a mistake.

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