Using stories for advantage: the art and process of narrative

Purpose – The paper aims to warn executives that their strategy initiatives are at risk every time the message delivered in their speeches is not convincing or clear. The responsibility for producing a successful narrative is on leaders to transfer meaning and motivation, rather than on the audience to receive and interpret a speech. Design/methodology/approach – The paper focuses on four elements when crafting effective narratives: audience, purpose, acts, and flow. Each of these elements involves a fundamental choice. The paper proposes that understanding these elements will enable to messages to be put across using the right architecture for persuasion. Detailed points on each are offered. Findings – The paper finds that, when crafted with emotion and logic, potent stories can motivate people to adopt a challenge or change their behavior. Research limitations/implications – The authors are veteran scenario developers whose clients include prominent corporations and innovative federal agencies. Their how‐to advice is based on field experience. Originality/value – The paper proposes that effective narratives – stories – that win both hearts and minds – enable leaders to achieve difficult goals.