Telling Tales of Transformation: Towards a Prescriptive Framework for Storytelling to Engage Stakeholders with Advanced Services

This paper presents a framework for the use of storytelling to accelerate the engagement of various stakeholders with organizational transformation. Though storytelling is associated with organizational change, and research into organizational storytelling is extensive, it has yet to be adapted into a method for the practicing storyteller. To fill this knowledge gap, a review of the literature is conducted, which informs a framework for organizational storytelling adopting the practitioner’s lens. This has been used in workshops with senior executives from large, small and medium-sized enterprises, who have expressed the need for stories to engage stakeholders with advanced services.