Business Storytelling and the Emperor's New Clothes

To misquote Jane Austen’s iconic opening line, in Pride and Prejudice,

It is a truth, but not yet universally acknowledged, that while any business is in the need of a strong, authentic narrative, it has to be rooted in truth.

In today’s world of strategy and business storytelling and narratives, while people often over-index on speed and style, there’s something far more critical that builds customer trust and sustainable businesses enduring over decades.

Truth. Authentic Storytelling.

Yet, we often see tall claims of a few companies that share more than what is true, or seemingly indistinguishable content jazzed by the same style-substance imbalance. Sometimes, the headline stories make fiction seem less unreal. Measured by immediate views and likes, they do generate interest. But do they really help build trust and sustainable businesses?

Most of us grew up hearing stories and fairytales. So let me take the analogy of an old tale to explain the dilemma. Hans Christian Andersen in his famous tale "The Emperor's New Clothes" spoke about the greedy emperor who was tricked due to his love for new, shiny, clothes by clever weavers who claimed to have weaved an invisible suit - a suit that would not be visible to those “not fit for their positions or for those who are stupid.” Of course, the emperor and his cronies and subjects all claimed to be able to see this wonderful suit. It took the clear voice of a child to shout out the real truth, that the emperor was in fact, duped, cheated, and naked.

In the exciting world of business, every year, we see many fascinating stories of positive change and far-reaching impact. Problem solvers, visionaries who can drive our country towards a more inclusive and promising future. And then again, we see shiny, dressed up stories that some companies put out to claim an alternate reality. And the host of gullible voices that claim they can really see the invisible clothes of this new-age emperor. The ones who could not bear to be seen as stupid.

Instead of falling for such shiny claims of the emperors and the trickster weavers, my hope is we find more clear voices like that of the child. Voices that can keep asking the right questions. And keep sifting through the wrong answers.

Only then we will build trust and celebrate real change and lasting impact and not believe in shiny, invisible, transient suits.