True Story

Conclusion

For a business to be competitive in the years ahead, it is important for an understanding of the metastory to exist at the highest levels inside that company. Embraced at these levels, the metastory can become the organizing principle for all business activity both inside and outside—pricing, product design, customer service, overall corporate quest, labor and hiring practices, and recruitment and retention policies. This means that the person most responsible for knowing the metastory and directing the coherent actions that tell the story is the CEO.

The Metastory as CEO

Venture capitalist Ben Horowitz recently declared, “A company without a story is a company without a strategy.” His firm, Andreessen Horowitz, believes this is so ...