CHAPTER 3
INSTITUTIONAL NARRATIVES
The Power of Leverage
Narratives are not just for individuals. Institutions also can increase their impact and address significant emerging opportunities by creating effective narratives. This is true for entrepreneurial and incumbent businesses, nonprofits, government agencies, and schools. The whole issue of institutional narrative is a big, unaddressed space, and the institutions that find ways to craft meaningful narratives will enjoy powerful advantages over those that don’t.
As we will see in Chapter 6, personal narratives and institutional narratives are even more impactful when they are aligned. The personal narratives of institutional leaders can become the seedbeds for inspiring institutional narratives, ...
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