My graduate research early in the 1980s was focused on narratives. By that time education had begun to realize that teaching just facts or principles without embedding them in stories was a poor way of teaching. The primary reason for that wasn’t fully understood until neuroscience got in the business of figuring out how memory and understanding work. The result of a lot of research was that memory is based on stories that we put into our gray matter, not on principles or facts. Sounds dumbly obvious today, but it wasn’t obvious until fairly recent.
I studied narrative and brief stories from the standpoint of their actual form and then the underlying values that caused people to buy into the story. What made most sense to me was that stories primarily take the form of tragedy, comedy or fairy tale. Tragedy and comedy are two very different ways of attacking human experience. And fairy tale is something else!
Tragedy is about destiny and fate. I just finished watching the four seasons of The Bureau, a French series on espionage. The final ending was a tragedy, where the leading character experienced the fate of death (Don’t let that keep you from watching the series. It’s just fascinating.) I responded as an American and didn’t like that ending, even though it made perfect sense. The French and especially the Greeks love tragedy. The Greeks always look first for tragedy and I suspect that’s part of the reason their economy is in the shitter. We Americans much prefer comedy—not “funny ha-ha,” but someone succeeding as a result of their wit, wisdom and strength, like all the John Wayne stories of the past (that really dates me!) But Americans really, really love fairy tale—someone coming to the rescue, like the cavalry rescuing the settlers from the Indians (that’s not politically correct, but we still like these stories in different contexts. Today, they often take the shape of mysteries with an especially sharp detective, who’s often a female!) Social psych has found that American optimism—related, I’m sure to our beliefs in priorities of comedy and fairy tale are part of the rationale for our national success.
So, what does narrative have to do with business and economics?
I learned just a few years into business consulting that the stories people told revealed as much about their firm as direct questioning...
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