culture change – Narrative Strategy and Storytelling for Organisations

Storytelling for Change: Why Every Cause Needs a Villain

September 23, 2026September 23, 2026by stayintouchwiththelambLeave a comment

Scapegoating in its original form is a purging: an offloading of the community’s sins onto something else, which is expelled along with the guilt. The practice of transferring sins is universal to human experience. Hence the word ‘scapegoat’ hasn’t fallen out of use in 600 years. The question is why? Why do we need someone or something to project our failures or guilt onto? Luckily for me and you, dear reader, there are researchers and scientists who have been asking the same question. What they have found indicates something uncomfortable about which problems we choose to fight, and the ones we think can’t be won. Before I get into the research, let’s look at two major issues affecting humanity right now.

Why Change Communication Fails (And How to Make It Stick)

July 15, 2026by stayintouchwiththelambLeave a comment

I was working on a digital transformation project for a large bank. My job was to create the roadshow content and the deck that would go out to employees explaining the change process. I was talking to one of the lead engineers to help me understand the ‘why’. Why this change? What would we gain? What would we lose if the change wasn’t implemented? He didn’t have an answer. He responded, “The CEO just decided. That’s why.”

If Culture Eats Strategy for Breakfast, Then Narrative Is the Cook

May 5, 2026by stayintouchwiththelambLeave a comment

At the end of a period of strategic thinking and planning, I normally hear from leaders who want a narrative strategy. When they start managing the process of rolling out the strategy. They ask to tack stories onto the strategy. But this is not ideal. The stories should be embedded in every step of the process. From listening, collecting, collating, and activating your narrative. Especially now, in this time of convergence of changes. AI is reshaping how work gets done. Instability is rewriting assumptions about markets, supply chains, and workforce planning. People are carrying personal disruption into professional spaces in ways that are hard to ignore. Change is not arriving from one direction. It is arriving from everywhere at once.

An Explorer’s Guide to Change Fatigue

January 11, 2024by stayintouchwiththelamb

In the uncharted territories of 2024 and beyond, the only constant is change. The weariness of change fatigue sets in as explorers tire on a perpetual voyage of discovery. The landscapes of transformation seem boundless, leaving us pondering when the journey will end and we can rest. Fear not! We'll unfurl the sails of change…

Continue reading An Explorer’s Guide to Change Fatigue

Crafting Strategic Narratives: Empowering Authentic Communication Through Respectful Storytelling

August 29, 2023August 30, 2023by stayintouchwiththelamb

Strategic narratives are tools that communication professionals use to align key messages to the goals a group or organisation is working towards. Using authentic stories of individuals to bring those key messages to life ensures that all messages are relatable and illustrate the goals an organisation is working towards in ways that its audience will understand.