content – 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.

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.

You Open the Door… and Discover Second-Person POV

August 26, 2025August 26, 2025by stayintouchwiththelambLeave a comment

When it comes to storytelling, most of us are familiar with first-person ("I did this") and third-person ("They did that") stories. But there's another oft-overlooked and engaging point of view: second-person storytelling. Let's explore what second-person storytelling is and why it's a fantastic tool for communication professionals who want to put their audience in the driver's seat.

More than Data: Emotion Belongs in Business Storytelling

April 1, 2025by stayintouchwiththelamb1 Comment

"This Is F****ing Fantastic!" That was the opening line of a recent phone call with a client. I burst out laughing because I'd never heard her use language considered risque for work. But I got it; she loved it, and hearing it excited me, too. Why was she so happy? I'd helped craft a new…

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