…I thoroughly endorse the book…Fairtlough is an excellent thinker. Napier Collyns Takes Arie de Geusa s thinking forward . . I have no hesitation in recommending it for publication. Gill Ringland The most important aspect is the potential to legitimise the use of storytelling in a business environment . . and help management think outside the box. Arie de Geus Story–telling is one of the best ways for individuals, groups, organizations and societies to learn. Skill in story–telling and in other narrative activities allows us to understand complexity, live with uncertainty, communicate well and increase personal and organizational effectiveness. As organizations move away from old–fashioned command and control, they will increasingly need the bonds of shared stories, which create shared language, shared visions and shared values.