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This chapter explores the role of storytelling as a key practice for navigating and steering the transformations that lie ahead and contributing to the emergence of new narratives. It examines the role of stories in transformative change, offers a systems framework for analysing story and meaning, proposes transformative storytelling practices and principles and illustrates their application using several examples. Discourses have the broadest reach, incorporating many individual stories into a collective, shared language that is slower to change. The chapter draws on these definitions to propose and illustrate transformative storytelling practices and principles. The best-crafted story still faces the challenge of capturing attention in a crowded media landscape. Many of the practices suggested earlier are designed to capture attention, including working with trusted messengers who have established their authenticity and credibility, including recognisable tropes and using characters that the audience can relate to.
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