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Telling New Stories for Organizational Change: The Power of Reframing Perspectives in the Workplace

The ability to envision change through new narratives can empower leaders and teams to transform organizational culture and drive progress. By reflecting on the stories we tell ourselves and others, we gain perspective on how mindsets can enable or inhibit fresh thinking.

Today we will explore the research foundation underlying narrative reframing and offers practical strategies for crafting alternative workplace stories.

Research Foundation: The Stories We Tell Ourselves

A substantial body of research demonstrates the power of narratives to shape mindsets and behaviors. According to Cerulo and Ruane (2014), the stories individuals and collectives embrace influence how they view problems, possibilities, and each other. As outlined by Biswas-Diener and Dean (2007), narratives help people make sense of experiences, establishing cause-and-effect linkages that guide decisions and determine success or failure.

Central to this self-narrative theory is the concept that people base choices and loyalties on the internalized stories they accept as truth. According to McLean et al. (2007), these narratives unify personal identities and communal cultures over time as consistent themes emerge. Importantly, stories can evolve to enable growth or perpetuate limiting beliefs depending on how self-aware individuals are of the narratives they live by.

The stories organizations tell also profoundly impact work environments and effectiveness. As Kotter (2012) asserts, shared narratives unite people around visions of future success and give purpose to roles. Yet stories can likewise constrain organizations if they serve to justify the status quo rather than drive adaptive change. Leaders bear responsibility for crafting narratives that stimulate progress towards strategic goals.

Reframing Narratives for Organizational Change

With awareness of storytelling’s power to inspire or hinder progress, reframing narratives becomes a vital leadership practice for initiating positive workplace transformation. Specific strategies include:

  • Identifying Existing Stories: To shift perspectives, leaders must first understand established organizational narratives that may impede change. Methods like inquiring about employee accounts of recent successes/failures or reviewing mission statements can reveal narratives. Leaders should critically examine whether existing stories still align with strategic objectives.

  • Establishing a Burning Platform: Effective narratives tap into human motivation by depicting an urgent need for change. Leaders establish a “burning platform” by recounting how the status quo threatens organizational viability or ability to fulfill its mission if no adaptation occurs. This burning platform serves as the new narrative's foundation by creating an emotional case for change.

  • Envisioning Alternative Stories: Leaders develop counter-narratives focused on organizational evolution by painting vivid mental images of how new approaches could capitalize on strengths and overcome barriers bettering the status quo. Alternative stories appeal to hope, vision, and humanity's capacity for growth by depicting change not as disruption but necessary improvement.

  • Communicating Stories Strategically: Narratives must reach key stakeholders through various narrative forms. Stories resonate across diverse audiences when tailored to specific communication styles and circumstances using appropriate channels. Leaders ensure narratives spread authentically by empowering employees to share how changes align with personal values and boost performance.

  • Living the New Story: For narratives to transform perspectives and motivate change, leaders must model the behaviors their alternative stories promote. Actions must authentically reflect espoused values so stakeholders learn to internalize and tell the new story through how they show up each day. Consistency brings narratives to life, earning trust to further convince skeptics.

Putting Reframing into Practice

The following examples illustrate how leaders in varied industries reframed narratives to spark meaningful organizational evolution.

Manufacturing Renaissance Through Reframing

Many Rust Belt manufacturers struggled as globalization reshaped industry. Lincoln Manufacturing's outdated equipment and inflexible focus on a shrinking product line threatened viability. Leadership recognized rigid thinking blocked innovation. To spark reinvention, leaders reframed narratives:

  • Existing story: "We make widgets—that's who we are." Leadership identified this limited self-definition conveyed an inability to adapt.

  • Burning platform: Data showed clients demanding customizable, high-tech solutions beyond basic widgets. The market was leaving Lincoln behind.

  • Alternative story: Leadership envisioned, "We solve production problems." This reopened Lincoln's purpose beyond any single product to capitalizing on specialized skills through customized, high-tech manufacturing.

  • Strategic storytelling: Leadership shared success stories of smaller customers where customized solutions thrived. Employees internalized pride in their flexibility rather than clinging to outdated notions of self.

By recasting organizational identity, Lincoln transformed through diversifying production lines, retraining a flexible workforce, and partnering for product innovation - renewing the company. The reframed narrative empowered reinvention.

Reimagining Healthcare Delivery

A large hospital system faced low nurse satisfaction fueling high turnover. Leadership knew 80% of patient outcomes related to the care experience rather than medical expertise alone. Yet prevailing narratives framed hospitals as disease-centric rather than patient-focused. Leadership reframed perspectives:

  • Existing story: "We provide expert medical treatment through doctors and technology." This devalued nursing contributions and the holistic patient experience.

  • Burning platform: Data showed turnover's financial toll and patient dissatisfaction threatening services. Current stories failed to support strategic goals.

  • Alternative story: "We empower patients through coordinated, compassionate care teams." This recast hospitals' purpose around holistic well-being rather than a singular focus on cures.

  • Living the new story: Leadership instituted changes like dedicated patient advocates, family inclusion in care planning, and cross-training nurses and physicians to work as integrated teams—while sharing success stories showing human impacts.

By internalizing reframed organizational values, provider satisfaction and retention increased as patients reported feeling empowered rather than passive recipients of care. The alternative narrative supported cultural shifts driving improved outcomes.

Agile Innovation Through DIY Storytelling

A tech company's rigid hierarchical processes delayed product releases well behind more nimble startups. Consequently, market share declined as leadership failed motivating teams accustomed to slow, methodical work rhythms. Newly appointed CEO recognized disengagement stemmed from uninspiring status quo narratives:

  • Existing story: "We create breakthrough technologies through careful planning and vetting."

  • Burning platform: Financial pressures surfaced from stalled growth as customers migrated to faster competitors.

  • Alternative story: "We pioneer exciting solutions through DIY creativity and risk-taking."

  • CEO encouraged grassroots storytelling by empowering employees to share how rapid prototyping and semi-structured "hack weeks" sparked new ideas outside rigid processes.

By recasting mindsets from risk-averse to entrepreneurial, the CEO stimulated a cultural shift embracing experimentation. Teams accelerated product releases and recaptured market share through reframed narratives emphasizing autonomy, passion, and continuous innovation—revitalizing the organization.


Through strategic narrative reframing, leaders gain powerful tools for transforming organizational cultures, driving positive change, and overcoming resistance to progress. By thoughtfully crafting alternative stories that inspire purpose and motivation, leaders disrupt limiting perspectives while uniting stakeholders around new mindsets.

As illustrated through real-world industry examples, reframing narratives allows organizations across sectors to overcome challenges through strategic storytelling focused on goal-aligned evolution. When internalized, empowering stories stimulate creativity, flexibility, and a shared drive for continuous improvement. Ultimately, the stories we tell ourselves profoundly impact our capacity for growth - both as individuals and institutions. By cultivating new workplace narratives, leaders open pathways to positive transformation.


  • Biswas-Diener, R., & Dean, B. (2007). Positive psychology coaching: Putting the science of happiness to work for your clients. Hoboken, NJ: Wiley.

  • Cerulo, K. A., & Ruane, J. M. (2014). Spanning categories with shared narratives. The ANNALS of the American Academy of Political and Social Science, 652(1), 31-47.

  • Kotter, J. P. (2012). Leading change. Boston, MA: Harvard Business Review Press.

  • McLean, K. C., Pasupathi, M., & Pals, J. L. (2007). Selves creating stories creating selves: A process model of self-development. Personality and Social Psychology Review, 11(3), 262-278.


Jonathan H. Westover, PhD is Chief Academic & Learning Officer (HCI Academy); Chair/Professor, Organizational Leadership (UVU); OD Consultant (Human Capital Innovations). Read Jonathan Westover's executive profile here.



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