The Next Next Common Sense
sustainable energy that inspires tremendous commitment from employ- ees, customers, and investors despite present challenges. Advanced visualization technologies now enable organizations to create immersive prototypes of possible futures. Digital twins, augmented reality experiences, and scenario simulations transform abstract future narratives into experiences people can step inside and explore. Connection Stories link individual contributions to collective pur- pose. They answer the essential question: “How does my work matter to our larger story?” When employees at NASA were asked about their roles during the Apollo program, even janitors responded, “I’m helping put a man on the moon”—a perfect example of a connection story in action. Digital tools offer new ways to make these connections visible. When Unilever’s social impact platform shows factory workers direct feedback from communities benefiting from their products, it creates immediate narrative connections that were impossible in pre-digital environments. The most successful organizations maintain coherence across these narrative types. Their origin stories align with purpose stories. Their now stories honestly acknowledge gaps between current reality and future aspirations. Their connection stories help individuals see themselves as meaningful characters in the collective narrative. Narrative Coherence in Distributed Organizations The shift toward distributed work has created new challenges for orga- nizational storytelling. When people work across different locations, time zones, and digital platforms, maintaining narrative coherence requires intentional practice. Gitlab, a fully remote company with over 1,500 employees in more than 65 countries, has developed remarkable narrative practices to main- tain coherence across its distributed workforce. Their comprehensive handbook doesn’t just document processes—it tells stories about why those processes exist and how they connect to company values. Their digital rituals, from “coffee chats” to “show and tell” sessions, create spaces
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