Narrative Strategy: The North Star Narrative
Narrative strategy uses storytelling to deliver outcomes. It’s more than just well executed communications, or overindulgent strategic documents. It’s a method of change that goes beyond awareness and attitude adjustments. It transforms intent into action.
But how?
Entertainment Roots
I approach narrative strategy from the perspective of an entertainment producer, finding similarities between producing a movie and co-creating a narrative for an organization. Both have an objective, both use storytelling and both require groups of people to work together.
When producing a movie, we start with the script. The script has to be written, rewritten and written again until all the key decision makers are happy with it. That means not just the writer is happy with it, but the producers are satisfied, the director is on board, and usually there are some approvals from a studio or other funders. Even after the script is ready for production, we have our department leads (sound, camera, production design etc.) go through the script to identify their needs and tasks. We also ensure our cast is able to understand their role in the story we were telling, allowing us to find the right actors for the characters in the movie. There’s a lot of people involved in the making of a movie before we even get to set. The script is guiding the whole crew of people in creating something new, leading to the conversations, interactions and outcomes necessary to make those words on the page become a movie.
Narrative strategy is similar. But instead of a movie script we have what I call a North Star Narrative. It’s the story that has been co-created with an organization, ensuring every department has the opportunity to participate in shaping the story they are telling. And before we finalize the North Star Narrative, we test it across the organization and with other stakeholders. The testing ensures we are all on the same page on what we’re building, the future we’re creating and how we will accomplish it. Similar to an organization’s mission, vision and values (MVV), but with several key distinctions.
North Star Narrative vs. Mission, Vision, Values
A North Star Narrative is designed for strategic alignment. It’s story driven, rather than statement oriented. Like a good film, it has momentum, making any audience member eager to see what’s next. It uses the basis of story structure to transform our current context into something aspirational. A North Star Narrative is directional and irresistible, inviting everyone along to be a part of what’s happening. It rallies belief and buy-in across stakeholder groups, making everyone who engages with the North Star Narrative eager to participate.
In contrast, most organizations have a mission, vision and values (MVV). It’s often listed their website or in their company handbook, but these are idle statements often created in isolation during some c-suite offsite. They feel empty and performative, rather than transformational. MVV is focused on the identity of an organization, rather than purpose. At some point, MVV was certainly deployed to help align stakeholders, but it hasn’t been much help since. MVV is a poorly written movie script that chatGPT spewed out rather than a captivating, original story you can’t put down.
Continuing our entertainment analogy, A North Star Narrative is the script that aligns and mobilizes an exceptional crew of people, transforming a captivating script into a legendary film. Meanwhile, MVV is the annoying commercial that pops up before the movie starts — rehashing some corporate lingo that doesn’t resonate with anyone but needs to be said over and over again in case we weren’t paying attention. The MVV serves to commodify the audience, while a North Star Narrative invites everyone to participate in what’s being created.
Delivering Outcomes
If we are to move beyond strategic documents, empty communications and expensive branding exercises in the hopes of delivering new outcomes, we need more than just MVV. We need a North Star Narrative that leverages our innate story-driven experience to engage, align and mobilize all stakeholders. We need emotional arcs, compelling characters, and a co-created purpose that we all understand and want to be a part of. The North Star Narrative provides us with storytelling that transforms intent into action, while MVV merely hopes we know what it’s talking about. It’s time to retire MVV and embrace The North Star Narrative. If you’re ready to co-create a narrative that moves people, not just manages them — start with the script; start with the North Star Narrative.
Ari Mostov is a narrative strategist. She crafts North Star Narratives for organizations worldwide. Learn more: www.wellplay.world