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Culture

Planted 02022-09-14

if I were to suggest some criteria for a superior narrative, they would be: It is externally oriented. Itโ€™s about who the customer becomes, not what the company does. It functions as belief-driven business logic. It uses carefully considered counter-orthodox beliefs to govern choices across product, strategy, people, and capital, not just storytelling. It meaningfully differentiates. It justifies unique systems, activities, and experiences that competitors canโ€™t easily copy. It creates strategic coherence. Teams align without being controlled, as the narrative guides distributed teams in a singular direction. It is future-permissioning. It authorizes moves others canโ€™t make, because they do not yet have the benefit of reverse engineering the logic and counter-orthodox beliefs encapsulated by your unique narrative.

โ€“ Paul Worthington, Off Kilter, Volume 199: Narrative As Firmware.](https://www.invencion.com/campaigns/view-email/bZFk1ILM98DbopzoO3jgSf3RLQbjWgdWs6o635tcXi5CHB3nN9rMk-VOKBnBgYUTGw9Cf3AVcIevNirKErakcAf-R8eIPfwkotIVNUCY1y7sNoccQQyUGoe5c_BQSz1z7qO9648CstJpmXP5CDsZxUj9dZHzR2wp1HO-hw==?ss_source=sscampaigns&ss_campaign_id=6807a50d23ef066da75f400e&ss_email_id=680a2450a2e5f515fd70c1eb&ss_campaign_name=Off+Kilter+199%3A+Narrative+As+Firmware.&ss_campaign_sent_date=2025-04-24T11%3A45%3A26Z)