From The Art and Popular Culture Encyclopedia
Organizational storytelling is an emerging discipline in the study of management, strategy and organization studies. As an emerging discipline it is contested ground, with some academics describing it is a purposeful tool to be used by business people, and others describing it is a way of understanding and interpreting organizational life.
For those that believe it to be a powerful managerial tool, it is seen as the key leadership competency for the 21st century. Knowing how to deliver a story effectively combined with knowing the right story to tell is a powerful influencing and communication skill. It can be used to connect employees to strategy by providing understanding, belief and ultimately motivation in the personal contribution that employees can make. Several books and articles have been written from this perspective. Besides an essential leadership competency for all leaders it is also a powerful communication and change management technique.
For those who believe it is an interpretativist methodology for deciphering a deeper understanding of organizational life, storied accounts represent a unique insight into how individuals make sense of their world.