Strategic Narrative

Once you have your shared purpose, the next step is to define your Strategic Narrative.

The narrative explains how the shared purpose will be fulfilled, it transforms your purpose from a tagline into a philosophy.

The narrative must align with your Brand DNA, connecting the past, present and future. The narrative also defines your relationships. Think of the Shared Purpose like a potluck dinner:

  • Some people bring the entree.

  • Some bring the salad.

  • Some bring the dessert.

The narrative tells everyone what to bring to the party.

With its slogan of, “Just Do It!”, Nike is saying, “We’ll bring the shoes and equipment. You bring your passion and commitment.”


Strategic Narrative Sightings