Narratives are the underlying assumptions on which your message rests, like the ice below the surface of the tip of an iceberg

The messages that circulate in a given society act like tiles that gradually build the wider “mosaic” that is the narrative landscape

A positive message automatically means a positive narratives

When you search for narratives in messages (like stories), you should look specifically at the stereotypes, the values, the language, that eachmessage conveys

Images will not tell you much about narratives

Pop culture just tells stories. It won’t tell you much about narratives

Strategic communications influence the social conversation on a specific topic, while narrative work influences wider cultural patterns

Narrative analysis will makeyou identify which parts of society believe in which narrative(s). This will allow you to segment your audience

Social listening is particularly useful to identify the narratives of the moveable middle

Testing your message for comprehension and for narrative is the same thing

Disseminating your narrative requires you to be focused and is better done in isolation from other stakeholders

Narrative work aims at broad changes and requires you to work within an ecosystem of like-minded stakeholders

Narrative work is complex and there is no use in trying to evaluate it

Evaluating narrative is complex and is better done collectively with pooled specific technical and financial resources