"I found that a certain sort of story enables change by providing direct access to the living part of the organization. It communicates complicated change ideas while generating momentum towards rapid implementation. It helps an organization reinvent itself.

Storytelling gets inside the minds of the individuals who collectively make up the organization and affects how they think, worry, wonder, agonize and dream about themselves and in the process create and recreate their organization. Storytelling enables the individuals in an organization to see themselves and the organization in a different light, and accordingly take decisions and change their behavior in accordance with these new perceptions, insights and identities.

The attractions of narrative are obvious. Storytelling is natural and easy and entertaining and energizing. Stories help us understand complexity. Stories can enhance or change perceptions. Stories are easy to remember. Stories are inherently non-adversarial and non-hierarchical. They bypass normal defense mechanisms and engage our feelings."