Strategy as a Story: Crafting a Narrative Everyone Can Tell

A well-crafted strategy should be like a compelling story that everyone in your company understands and can retell. Stories stick with us because they have context, characters, and resolutions. When strategy is framed as a story, which it very often isn’t, it transforms from a dusty document or a forgotten presentation into a living narrative that guides the entire organisation.

Context: Setting the Scene

Every great story begins with context. In the case of your company, this means understanding why it exists and what it aims to achieve. It’s not just about profit; it’s about elevating your customers by uniquely solving their needs.

Differentiation: What Makes the Company Unique

In a crowded market, simply existing isn’t enough. Your company must stand out and be a compelling choice for customers, employees, and partners. The strategy story should clearly define what makes your company unique: what value you offer that others can’t. This differentiation is the heart of the story, the reason why customers choose you and employees feel proud to work for you.

Impact: Making Customers’ Lives Better

At its core, your strategy should focus on making your customers’ lives better. This part of the story should resonate with everyone in the company, showing how their work contributes to solving real problems and improving lives. When employees see the impact of their efforts, they are more motivated and aligned with the company’s goals.

Action: What the Organisation Must Do Differently

Finally, the strategy story must outline what your organisation needs to do differently, how it needs to change, to achieve its goals. This involves clear, specific actions and behaviours that will drive the company forward. Without action, the strategy remains just a story without an ending.

Living the Strategy Story

A great strategy is a story everyone can tell: one with context, differentiation, impact, and clear actions. It defines not just what the company does, but why it does it, how it makes a difference, and what’s needed from everyone to succeed.

When strategy is a shared narrative, it unites the organisation and guides everyone toward a common goal. It’s a story that customers, employees, and partners can all believe in, making it a powerful tool for achieving success.

The next time you think about your company’s strategy, ask yourself: is it a story everyone can tell? If not, it’s time to start (re)writing.