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Successful Business Transformation Begins with Story


Successful Business Transformation Begins with Story

Kaihan Krippendorff provides a reminder on the power of stories and why the narratives about your organization can shape patterns of thinking and daily behaviors within the workforce that ultimately shape the culture and business transformation. 

A World Beyond Cash…

Former Mastercard CEO Ajay Banga’s vision of a “world beyond cash” has resonated across a decade. The concept expanded globally in its call for customers, employees, and executives to imagine a cashless society fueled by digital payments. Banga’s leadership at the helm of Mastercard over 12 years guided the company through strategic, cultural, and technological transformations that exploded its stock price from $30 to $350 per share.

What is the secret behind such successful digital transformations? The answer lies in the stories they tell.

There is more to digital than the technology that captures, stores, and processes data. Digital transformation is as much about technical capability as it is about the people and culture that jump into change and adopt new ways of working.

Most people are not swayed by facts, but by stories. The narratives told in your organization define the innovation and transformation playbook that people tend to follow. These stories encourage the patterns of thinking and daily behaviors that shape a culture that will either accept or reject transformation.

The Influence G.A.M.E.

To compose a narrative that compels transformation, at Outthinker we use a framework called the Influence G.A.M.E. The process was first developed by a group of communication experts at McKinsey & Co., and the digital transformation leaders and researchers we’ve spoken to all shared best practices that align closely with the steps in this framework.

You’ll notice G.A.M.E. is an acronym. Its letters stand for Goal, Audience, Message, and Expression. These four components are the ingredients you need to develop a digital transformation narrative that inspires everyone in your organization.

  1. Define your goal

What does digital transformation look like for your organization, and how will you get there? In an interview, Banga referred to a strong strategic goal as a “shining city on a hill.” Establishing this goal with clarity and simplicity will allow everyone in your organization to feel the power and passion of the overall vision and the role that they play in achieving it.

Key points include:

  • Benefits to the chosen audience
  • Messaging and key stakeholders
  • The right strategic expression

Read the full article, Mastercard & the Power of Stories in Your Transformation Message, on