Podcast Summary: Chief Change Officer Episode #247 Title: Chris Hare: When the Story Guy Becomes the Story — Part One
Host: Vince Chan
Guest: Chris Hare
Release Date: March 21, 2025

Introduction

In Episode #247 of Chief Change Officer, host Vince Chan engages in a deep conversation with Chris Hare, a strategic narrative advisor and coach renowned for his work with industry giants like Amazon and Microsoft. This episode, the first part of a three-part series, delves into Chris's expertise in storytelling and narrative, exploring how these elements drive both corporate strategy and individual transformation.

Chris Hare’s Journey in Storytelling and Strategic Narrative

Chris Hare begins by sharing his vision for the future, emphasizing the importance of celebrating business leaders not just for their accomplishments but also for their journeys and the people they involve along the way. He outlines his career trajectory, which includes stints in advertising, significant roles at Amazon and Microsoft, and founding his own company in 2016 focused on marketing. Around 2019-2020, Chris shifted his focus to strategic narrative practice, aiming to translate business strategies into compelling narratives that align stakeholders from the boardroom to the consumer base.

Chris Hare [07:09]: "I’m working to create a future where business leaders and just humans in general are celebrated and remembered not just for what they’ve built, but for how they built it, who they took with them, and also who they became in the process of getting there."

Understanding Stories versus Narratives

A significant portion of the discussion centers on differentiating between stories and narratives. While these terms are often used interchangeably, Chris elucidates their distinct roles:

• Stories: Time-bound accounts that recount specific events ("This happened, then that happened").
• Narratives: Ongoing, overarching structures that shape the direction and future of individuals or organizations.

Chris Hare [09:32]: "We all have stories that we tell ourselves and others constantly, and I view those as time bound. ... I view narrative as ongoing... it's more of an architecture that shapes a direction."

This distinction is crucial as it underscores the foundational role narratives play in strategic planning and long-term visioning, beyond the immediate snapshots provided by individual stories.

The Interplay Between Story and Narrative in Business Contexts

Chris provides a compelling example from his work with Amazon Marketplace to illustrate how individual stories can collectively reshape a company's narrative:

1. Initial Narrative: Focused solely on resellers as the future of Amazon Marketplace.
2. Catalyst Stories: Conversations with multigenerational, family-owned business leaders introduced new perspectives on brand ownership and product innovation.
3. Shifted Narrative: From resellers to inclusive brand owners, leading to substantial business growth and diversification.

Chris Hare [11:13]: "He met brand owners and had conversations with them. ... they took those outside stories and rewrote the narrative and said, actually, we believe the future might include these brand owners."

This example demonstrates how atomic stories—small, impactful narratives—can drive significant strategic shifts, fostering adaptability and growth within large organizations.

Narrative as Integral to Branding and Business Strategy

The conversation transitions to the relationship between narrative and branding, highlighting the necessity for a unified strategic narrative within a company:

• Unified Narrative: Should encapsulate the entire business strategy, ensuring alignment from top-tier management to frontline employees.
• Ownership of Narrative: Ideally, the CEO should own the strategic narrative to maintain consistency and direction across all departments.

Chris recounts the transformative impact of Bracken Darrell at Logitech, whose human-centered design narrative not only revitalized the company’s creative output but also streamlined operational processes, demonstrating the profound influence of a well-crafted narrative on both creative and functional aspects of a business.

Chris Hare [20:07]: "The narrative needs to be owned by the CEO. ... the strategic narrative or the narrative of the company is a translation of the business strategy and clearly communicating that in a way that aligns board to the front lines around the same future."

This segment underscores the power of narrative in driving comprehensive organizational change, beyond mere branding or marketing efforts.

Applying Narrative and Story to Individual Leadership and Career Transitions

Transitioning from corporate narratives, Chris explores how individuals can harness storytelling to shape their personal and professional journeys. He likens personal narratives to cassette tapes—continually recorded and edited to reflect evolving self-perceptions and future aspirations.

Chris Hare [25:10]: "I find it helpful and more visceral to think about narrative and our personal narratives as a cassette tape. A tape that’s playing in our head, right. And that we’re constantly writing and rewriting and adjusting that."

He shares examples of how leaders and professionals can create and adapt their narratives to align with various roles and communities, enhancing their ability to navigate career transitions and personal growth effectively.

Conclusions and Teaser for Part Two

As the episode wraps up, Vince Chan summarizes the intricate relationship between stories and narratives, emphasizing their collective power in shaping both business strategies and personal identities. Chris’s insights lay the groundwork for the next part of the series, which will delve into Storytelling for Personal Transformation, including Chris’s own experiences with mental health challenges.

Vince Chan [26:08]: "Just now, Chris shared with us his expertise in helping businesses craft compelling corporate stories and educate us to understand the connection between story and narrative. Tomorrow in Part two, we'll look at Storytelling for Personal Transformation..."

Notable Quotes

• Chris Hare [07:09]: "I’m working to create a future where business leaders and just humans in general are celebrated and remembered not just for what they’ve built, but for how they built it, who they took with them, and also who they became in the process of getting there."

• Chris Hare [09:32]: "We all have stories that we tell ourselves and others constantly, and I view those as time bound... I view narrative as ongoing... it's more of an architecture that shapes a direction."

• Chris Hare [11:13]: "He met brand owners and had conversations with them... they rewrote the narrative and said, actually, we believe the future might include these brand owners."

• Chris Hare [20:07]: "The narrative needs to be owned by the CEO... the strategic narrative or the narrative of the company is a translation of the business strategy and clearly communicating that in a way that aligns board to the front lines around the same future."

• Chris Hare [25:10]: "I find it helpful and more visceral to think about narrative and our personal narratives as a cassette tape. A tape that’s playing in our head, right. And that we’re constantly writing and rewriting and adjusting that."

Final Thoughts

This episode offers a profound exploration of how strategic narratives and storytelling are not just tools for marketing or branding but are foundational elements that drive comprehensive organizational and personal transformation. Chris Hare’s insights provide valuable frameworks for leaders and individuals aiming to harness the power of narrative to navigate change and achieve ambitious growth.

Listeners are encouraged to tune in for the upcoming parts of this series, where deeper personal dimensions of storytelling will be explored.

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