The manner in which we define something has a lot to do with our experience of it. We see Knowledge Management as being the way in which organisations can consciously and deliberately design aspects of their future and the cultural container that creates context for day-to-day interactions.
Knowledge is defined by Peter Drucker as "Information that changes something or somebody---either by becoming grounds for actions or by making an individual (or an institution) capable of different or more effective action." This definition addresses both the individual and corporate aspects of knowledge.

Developing a powerful brandstory is a combination of art and science. Brandstory is the very foundation of expressing the feel, the gestalt of a brand. At the same time, Brandstory is a kind of magic in that it has the quality of being able to create something from nothing. It is able to encapsulate a complex truth or reality in a short, compelling story designed to be spread like a virus. The brand story is designed to motivate - as the ancient Greeks used to say, the story needs to appeal to ethos (credibility) pathos (emotion) and logos (the words and symbols) and elicit the kind of behaviours you want to see.

Oftentimes, the feel we want to communicate cannot be achieved with a literal 'this is how it is' story. In fact, the 'how it is' story can often be a real downer. So what we need to do is to create an allegorical story designed to lift the mundane and commonplace into the level of a cosmic, meaningful experience. This is no simple task because the story has to retain its integrity as it moves from host to host over time while motivating people to believe in, buy, invest in, work for or do whatever else you want them to do.

This is an example of allegorical storytelling in business using the model of an African Dilemma Tale - In African storytelling tradition, the story is left open ended and so it is up to the listeners to discuss the probable outcomes are and 'what happens next'. The dilemma tale poses a quandry, a cliffhanger, a situation that must be navigated to find a way through. A story without an end is quite dissatisfying, not so? Oftentimes the characters are very different than those we find in real life but the genius of such stories is that they are able to present the unspeakable truth in a way that is understood by everyone.

The following story was developed for a government department operating in the health care sector in an African country. This story was used to trigger a change process and was told throughout the organisation.

• Quick, holistic communications: Storytelling communicates ideas holistically. As a result, listeners can quickly understand and acquire complicated ideas.
• Natural Communications: We all learn about the world through stories. Whatever it is we know has either been communicated to us via a story or it is encompassed in a story that we have created. We learn story as soon as we acquire language; and we actually think and feel in stories.
• Persuasive, action-oriented Communication that changes minds: After listening to a story, the listener is compelled to invent a parallel story appropriate for their environment. The result is a story that is 'owned' by the listener who is stimulated to co-create and 'own' key ideas and associated attitudes. A good story – as long as it is well and consistently told - has the power to change attitudes, perceptions and ultimately expectations and behaviours.
• Clear Communication: Storytelling helps us make sense of a chaotic world by collapsing time, space and a sequence of events that make sense.
  

Steps to Change in your narrative

• Name the problem.
• Find the problem-what is the point of blockage?
• Gather information about probable causes and cures
• Imagine possible futures - what will it be like after the change?
• Identify the transformation point -and the actions you can take to make a difference.
• Design and conduct a (public/private) ritual
• Re-emerge into a more positive and energetic future