[Reading Record -133] The Narrative Company

Companies do not tell stories; they co-create them.

- What is a brand? -

When asked this, many people would think of logos, advertisements, or product quality. However, "The Narrative Company" by Tetsuya Honda presents a completely different perspective.

The author of this book, Tetsuya Honda, is a PR strategist who has been involved in the brand strategies of numerous companies. He advocates for communication design rooted in "empathy," transcending the traditional boundaries of public relations and advertising, and is active as a leading expert in PR in Japan. In this book, he develops a new brand theory called "Narrative Management" based on that experience.

The theme of this book is the concept that "companies are not entities that unilaterally broadcast stories, but entities that cultivate stories together with society." Since I began calling myself a "Narrative Articulator," I have been chasing the contours of this term. This book has made those contours a little clearer in the context of corporate management.

Narrative, not story

First, the book clearly distinguishes between "story" and "narrative."

A story is a company-led narrative.
It is one-way communication where a company tells the value of its products or services and delivers it to consumers.

On the other hand, a narrative places its stage in society.
It is not something only the company tells, but something that diverse stakeholders, such as consumers, employees, and business partners, participate in and cultivate together.

The protagonist is not the company

It is the idea of a "shift in the protagonist."

Doctor -> Patient
Teacher -> Student
Company -> Consumer
As the protagonist shifts, the sender becomes a co-experiencer.

The word "co-experience" appears many times in this book, and I think it is because the author hopes for an era where companies do not unilaterally tell their own stories, but weave narratives together with people.

Companies also become one of the "co-creators."
That is the decisive difference between a story and a narrative.

Narrative begins with purpose

That narrative is born from a "purpose."

Who are we?
What do we want to achieve?

By facing these questions, a company's inherent "authenticity" becomes visible. And that authenticity becomes the most important asset for a brand.

Brand is not formed by awareness, but by being recognized by society as "being like that company."

Value is created by implementing narrative

The author states that the results of a narrative cannot be measured by one-off measures.
He argues that to measure results, it is necessary to continue running the PDCA cycle along with continuous monitoring.

How do you design a co-experience?
How do you expand targets, messages, and touchpoints?
And he systematizes how to install narrative into a company in three areas: "Social Responsibility," "Business Transformation," and "Behavioral Principles."

Narrative is not about creating a 'good story'.
It is a management method that transforms corporate activities themselves.

Knowledge that was once just dots has begun to form a line.

While reading this book, I was reminded of several books I read this year.

In 'Chosen by AI, Loved by Fans,' it was 'Fan-based'.

In 'North Star,' it was 'Co-creators'.

In 'Organizational Discourse and Communication,' it was 'Narrative'.

In 'The World is Made of Narratives,' it was 'Narrative Thinking'.

Until now, I had perceived these as separate concepts.
However, after reading this book, I am beginning to think that they might all be connected by a single thread called 'narrative'.

To be honest, I don't think I have fully understood 'narrative' yet. Even so, I feel that this term is worth pursuing.

As I continue to read more books and keep adding sticky notes, what kind of line will the concept of 'narrative' draw? Seeing that through is my current pleasure.

Reference Links

・Amazon 'Narrative Company' Book Introduction Page

・Honda Office Inc.: Homepage