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In an increasingly cynical business environment defined by information overload and low institutional trust, raw data rarely moves people to action. Storytelling in Business: The Authentic and Fluent Organization solves the leader’s dilemma of how to cut through the noise to build trust and drive organizational performance. Janis Forman argues that narrative is not child's play, but a rigorous management tool that must be "authentic and fluent" to execute strategy and humanize corporate identity. (Stanford University Press, 2013).

The book contains 11 chapters. For the core strategy, focus on

Chapter 2: A Framework for Organizational Storytelling.

Chapter 3: Stories About Strategy: Schering-Plough, and

Chapter 11: Ending with a Beginning.

The Twin Pillars of Corporate Narrative: Authenticity and Fluency Successful business stories rely on a rigorous combination of authenticity (fact-based credibility and ethical representation) and fluency (emotional and intellectual engagement through craft). Without facts, a story is fiction; without craft, it is boring data that fails to engage the stakeholder's heart or mind.

The Strategic Storytelling Framework Forman presents a systematic approach to deploying narrative across an enterprise:

• Foundation: Establish Authenticity by ensuring words match deeds and stories are credible, realistic, and tangible.

• Capabilities: Develop Fluency by engaging emotions and intellect, mastering narrative craft, and leveraging technology.

• General Objectives: Use stories to build trust, inform, persuade, and inspire stakeholders.

• Specific Objectives: Deploy narratives to execute corporate strategy, strengthen culture, and solidify branding.

Forman redefines corporate strategy not as a static plan, but as a "story in chapters." This counterintuitive approach transforms abstract long-term goals into a sequential narrative (like Schering-Plough’s "Action Agenda") that allows employees to locate themselves within the company's journey and understand their specific role in moving the plot forward.

With the explosion of social media and the decline of institutional trust, Forman’s emphasis on data-based authenticity provides a necessary guardrail against the "fake news" era of corporate communication, ensuring leaders don't confuse storytelling with spinning "vaporware" or hollow PR.

Janis Forman is the Director of the Management Communication Program at UCLA Anderson School of Management. She brings a highly unique perspective to the business world, holding a doctorate in comparative literature with a dissertation on autobiographical narrative. Her career has been dedicated to bridging the divide between the humanities and management, advising MBA students and senior executives at prestigious multinational corporations.

Forman is a respected consultant and scholar who has tackled strategy projects for firms like Coca-Cola, Disney, Johnson & Johnson, and Microsoft. She has spent decades teaching leaders how to bring together critical thinking and communication to embed data into compelling stories that substantiate their visions for the future. Storytelling in Business is the culmination of years of site visits and dialogues with filmmakers, CEOs, and communication experts. Her credibility rests on her ability to apply literary analysis to practical organizational problems such as building brand equity and managing strategic transformation.

Storytelling in Business proves that narrative is the ultimate management tool for the modern, cynical marketplace. By mastering the “authentic and fluent” framework, you can transform cold data into a shared journey that inspires loyalty and action. Don’t just present the facts—start telling the story that will lead your organization into its next successful chapter.

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Till next week, new year.