Our narrative began 10 years ago, when the White House asked us: how do we know what will resonate in different countries around the world? We embarked on a journey to articulate and analyze deeply held cultural narratives in over 40 countries.
We learned how The American Dream narrative is heard in different countries and how it conflicts with exceptionalism narratives in China (Civilizational Greatness), Venezuela (Bolivar’s Legacy), and Saudi Arabia (God’s Abundance).
As a result, we came up with a very simple insight: narratives drive behavior. So if you’re trying to understand or influence people, you need to know their narratives.