Narratives strengthen organizations. They build trust, enhance reputation, and move people into action.

Narratives can clarify a shared vision, align teams around a common purpose, and strengthen culture. The strongest organizational narratives start with strategic analysis and result in creative ideas.

Distil three or four main stories. The more focused the narrative, the more likely audiences will associate a brand with these ideas.

To identify three or four core storylines:

• Quickly craft possible narrative directions
• Choose a subset to test.
• T...