Strategic storytelling for change
If you are part of an executive team leading transformation/AI adoption, you are probably painfully aware of the high risk of failure. According to BCG, 70% of the challenges relate to people and processes, not technology.
When direction shifts, people need more than information. They need clarity, safety, and meaning. Engagement will suffer if they don’t understand the value, fear what it means for their role, struggle with unclear direction, or receive tools that don’t integrate with how they actually work.
Enter the change story
A well-crafted change story addresses these human barriers directly. It connects logic with emotion, turning strategic plans into something people can picture, trust, and act on. Research from Harvard, McKinsey, and BCG shows that change initiatives anchored in narrative are 3–6 times more likely to succeed. Stories synchronize understanding, build trust, and make abstract change concrete. The Change story becomes the foundation for communication, alignment and conviction across the organization. And it’s specifically crafted to mitigate resistance.
The #1 challenge: Meeting the different types of resistance
During change processes, the main four categories of resistance you meet are: cognitive (comprehension gaps), emotional (fear and trust issues), cultural (values misalignment), and systemic (structural barriers). Each type requires its own approach to mitigate and can be addressed through specific story functions.
We help leadership teams identify resistance and match narrative strategy to each type. For AI adoption, this means stories that build awareness and demonstrate value, reduce fear through transparency, show practical application in context, and create clear direction from leadership.
Our approach
We combine proven change frameworks with strategic, mobilising storytelling to help leadership teams translate vision into readiness before rollout.
01.
Define the narrative
Clarify why change is needed, what success looks like, and what's in it for each group.
02.
Build emotional readiness
Evaluate resistance patterns and create stories that inspire, include, address concerns, and help people see themselves in the future
03.
Sustain momentum
Deploy narrative touchpoints throughout the change process to sustain momentum and reinforce progress
What this can include
- Change story workshops for leadership
- Framework for matching story types to resistance categories
- Executive storytelling coaching for consistent, trust-building communication
- Communication strategies across all change phases
The result
Leadership speaks with one voice, resistance is addressed before it hardens, and engaged employees.