Every company is unique, but having worked with companies across the spectrum - from pre-seed to IPO -- I do believe there are some common narrative needs that emerge based on your maturity stage.
For instance a start up needs a narrative that attracts commitment. This is commitment from customers, investors, and early talent. It can also be commitment in the form of user research, or early adopters. You need a narrative that communicates how you are building the impossible, and why everyone should join. The Start Up Narrative positions that company as an irresistible alternative to how things are usually done.
A company going through major growth has already established commitments. It's narrative has attracted internal and external stakeholders, but now they need to expand. Often this looks like recruiting new talent, launching new product/service lines, or entering new markets. A Growth Narrative equips the company with the beliefs, know how and mental models to expand their capabilities.
And then mature companies, which have set the standard for how things are done, need a narrative that allows them to be nimble & responsive, yet still true to their origins. A mature company must outmaneuver competition, overcome disruption, and navigate change with clarity. A Mature Company Narrative provides clarity and purpose, yet with room to respond to emerging unknowns.
Just like our personal narratives evolve with time, so too must a company's.
How would you describe your company's narrative? Is it serving your needs for the stage you're currently at?