The Power of the Tale : Using Narratives for Organisational Success

" . . . I thoroughly endorse the book. . . Fairtlough is an excellent thinker."
Napier Collyns

"Takes Arie de Geus's thinking forward . . I have no hesitation in recommending it for publication."
Gill Ringland

"The most important aspect is the potential to legitimise the use of storytelling in a business environment . . and help management think outside the box."
Arie de Geus

Story-telling is one of the best ways for individuals, groups, organizations and societies to learn. Skill in story-telling and in other narrative activities allows us to understand complexity, live with uncertainty, communicate well and increase personal and organizational effectiveness. As organizations move away from old-fashioned command and control, they will increasingly need the bonds of shared stories, which create shared language, shared visions and shared values.

JULIE ALLAN is a chartered occupational psychologist in private practice, whose work is focused on supporting sustainable individual and organisational development. She draws on a wide range of whole-system approaches, including gestalt and complexity, to help individuals address both strategic thinking and behavioural change. With a prior career in writing and publishing with the BBC, she is particularly interested in communication and applied creativity, and has recognised and put to use the vital role played by storytelling across all her working involvement, as well as in general life.

GERARD FAIRTLOUGH is a biochemist with 25 years' experience at Shell. Later he was founder and CEO of biopharmaceutical company Celltech, and has helped set up several other businesses in biotechnology and IT. Gerard has been specialist advisor to the House of Commons Select Committee for Science and Technology, advisor to the LIFT Business/Arts Forum and is widely published in the areas of organisation learning and innovation. He is currently a director of Xenova Group plc and Chair of the Advisory Panel of SPRU at Sussex University.

BARBARA HEINZEN is a geographer and freelance consultant in long range scenario planning and policy analysis. She specialises in working with organisations to help identify the driving forces of change in developing and restructuring societies. Barbara has worked with a variety of major multinational companies and public and voluntary organisations in Europe, Asia and Africa on both commercial and public policy issues. Like Gerard, she is an advisor to the LIFT Business Arts Forum, but also co-founded BEAD, Business Exchange on AIDS and Development, and is a Senior Research Associate at the School of Oriental and African Studies in London.