Modern leaders need a powerful narrative

Corporate leadership at the top is about creating narratives that succeed in the
competition for cognitive and affective bandwidth. Narratives are among the most effective tools in humanity’s toolkit. By synchronising and legitimising our beliefs they make large scale cooperation possible. In a world inundated with stories and ideas, winning in the market for
narratives has become a top priority, not only for growing market shares but also in pushing through norms and standards, establishing digital platforms, winning licenses to operate, or securing a new funding round.