Narrative is “how” we think. Not only that, it’s how we think in uncertainty, or complexity, or data scarcity.

It’s a hot topic today because the world is

However, we keep trying to use it for persuasion. That’s not what it’s for. As a tool of persuasion, it'‘s effective in the short-term, but it breaks down because it’s not resilient.

What does this mean for your business?

It means that

1 - we are in a time of uncertainty: complexity and scarcity. That means that we have so much info, we don’t know what to do with it, so we are turning to narrative thinking — or stories — to help us make sense of the world so we can decide what to do.