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Edwin Eve Edwin Eve

The Role of Storytelling in Organisational Change: Why Meaning Matters as Much as the Message

Storytelling is not just a communication technique. In organisational change, stories shape how people interpret uncertainty, trust leadership, understand their role and decide whether to commit. This article explores the evidence base, neuroscience, Manfred Kets de Vries’ psychodynamic perspective and practical ways leaders can use storytelling without slipping into spin.

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