Not so sure it needs to be in the form of a narrative though...
Why isn't the 'why' a just a fact?
By building a story to try to get emotional engagement, aren't you guilty of trying to over-control people's emotional response?
If you give them the facts they can make their own personal connections to the mission - again bringing their own story to it, rather than top down.
You do need to tailor it to your workforce of course - I work in a high tech industry with lots of self-motivated PhD's.
Not so sure it needs to be in the form of a narrative though...
Why isn't the 'why' a just a fact?
By building a story to try to get emotional engagement, aren't you guilty of trying to over-control people's emotional response?
If you give them the facts they can make their own personal connections to the mission - again bringing their own story to it, rather than top down.
You do need to tailor it to your workforce of course - I work in a high tech industry with lots of self-motivated PhD's.