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#154

Strategy needs a story. Journalist-turned-investor Christina joins Kaihan to unpack why narrative is a hard business lever, not window dressing. From fundraising and sales to culture and retention, she shows how to frame strategy with stories people believe, remember, and act on. You’ll hear her SOAP framework, how to pick from the seven classic plots, when to name an enemy, and how to craft an origin story that actually lands. YOU’LL LEARN HOW TO • Swap stale “updates” for the SOAP framework: Surprise, Openness, Authenticity, Pathos • Choose the right plot (monster, quest, voyage and return, rags to riches, comedy, tragedy, rebirth) to frame strategy • Use narrative to raise capital, win customers, and keep teams together • Balance vulnerability with credibility and brand or legal constraints • Design an origin story: predestined talent, repeated failures, or lived experience CHAPTERS 00:00 Intro and why a storyteller wrote about storytelling 01:00 “If you know me…” life, family, and context 02:00 What is strategy? Reading the tea leaves and planning for risk and gain 03:30 Why storytelling makes better prognosticators 06:00 Story drives investors, sales, and internal culture 08:15 When leaders should speak up at work: a healthcare CEO’s approach 11:00 The SOAP framework overview 12:00 S is for Surprise: engineering plot turns in business 13:45 O is for Openness: vulnerability with limits 15:30 A is for Authenticity: formats that fit you 17:30 P is for Pathos: design for the audience 20:00 The seven plots and why they work in business 22:00 Applying plots: Tesla as monster, quest, and rebirth 24:00 Starbucks as voyage and return 25:00 Apple as rebirth (with rags to riches notes) 26:00 WeWork as tragedy 28:00 Microsoft’s comeback arc 31:00 Intentional narratives in startups 32:00 Case study: PillPack’s David vs. Goliath moment 34:00 Should you name an enemy? Risks and rewards 35:00 Crafting origin stories that land 37:00 Where to follow Christina and her work Additional Resources: Book: The Storyteller’s Advantage — Christina Farr (Basic Venture) -https://basic-venture.com/titles/chri... Newsletter: Second Opinion - https://secondopinion.media/ Christina Farr on LinkedIn -   / christinafarr   CREDITS Host: Kaihan Krippendorff Executive Producer: Zach Ness Editor: James Pearce If this conversation helped, please follow, download, and subscribe to the show.