Michael Lissack
in a garage with Steve Wozniak, he wasn’t simply sharing history—he was establishing a narrative that would shape Apple’s identity for decades. In the digital age, origin stories face new challenges. For organizations born in the cloud era, there’s no garage, no factory floor—just code repos- itories and Zoom meetings. How do you create meaningful origin narra- tives when your beginnings exist primarily in digital space? This challenge has led companies like Shopify to carefully document and share early struggles, pivotal decisions, and foundational relationships that might otherwise remain invisible. Purpose Stories articulate why the organization matters beyond fi- nancial returns. They connect activities to deeper meaning and mobilize emotional commitment. Patagonia’s environmental activism isn’t separate from its business—it’s a purpose story that infuses every aspect of the company, from product design to marketing to employee engagement. Digital technologies have dramatically expanded the ability to tell purpose stories through immersive experiences. Organizations now cre- ate interactive impact reports, documentary-style videos of lives changed, and continuous social impact streams that make purpose tangible in ways static annual reports never could. Now Stories capture current reality—what’s working, what’s broken, what needs attention. They provide shared understanding of present chal- lenges and opportunities. When Satya Nadella became CEO of Microsoft, his willingness to tell truthful “now stories” about the company’s cul- tural and innovation challenges created the foundation for remarkable transformation. Digital tools enable now stories to emerge from throughout the orga- nization rather than solely from leadership. Slack channels, digital town halls, and anonymous feedback platforms create multidirectional narra- tive flows that provide more textured understanding of organizational reality. Future Stories project compelling visions of what could be. They mobilize imagination and energy toward possibilities not yet realized. Tesla doesn’t simply sell electric vehicles—it tells a future story about
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