Q: What’s the difference between Dr. Seuss and your strategic plan?
A: The ‘Cat in the Hat’ might be telling a better story.
Why?
At its heart, strategic planning is the art of storytelling.
Grabbing the attention of your audience, taking them on a journey, intriguing them, capturing their imagination, winning their support, and sparking action.
In an increasingly busy, noisy and contested public purpose ecosystem, it’s vital that your organisation’s story is clear and compelling.
Don’t rush your strategic plan drafting – it’s critical to remember you are telling a story, and good storytelling is an artform. Take the time to craft a vibrant and engaging story that only your organisation can tell.
To help you cut-through, here are five principles of good storytelling, and how you might apply them to your strategic plan.
And remember to make it an enjoyable, inclusive process! As the Cat in the Hat would say, ‘It is fun to have fun, but you have to know how’…
Good stories pack an emotional punch and aren’t afraid to be vulnerable.
When developing your strategic plan, be transparent about the challenges driving the need for change.
Whose voices do you need to hear from to fully understand the potential impacts—positive or negative?
Good stories take the audience on a cohesive journey.
Act 1 – The Setting. What are the opportunities, challenges, and realities that set your story?
Act 2 – The Conflict. What are the compelling reasons for change?
Act 3 – The Resolution. Respond with a bold vision and priorities for the future, what does success look like?
Good stories have compelling characters that create personality, interest and empathy.
Describe the ‘actors’ in your organisation’s ecosystem.
What roles do they play in implementing change, influencing actions, promoting culture, or advocating for growth?
Good stories are more than words – images, numbers and colour connect with the audience.
Include infographics, icons, and graphics to complement text and bring your messaging to life.
In a world of information overload, visual storytelling is how you ensure your strategy cuts through the noise and lodges in memory.
Good stories inspire action.
Don’t ‘plan to plan’.
Use powerful verb-noun associations that communicate clear, logical and achievable ‘calls to action’. Articulate the path ahead with confidence and resolve.
❌ “Provide medical care.”
✅ “Deploy 20 mobile health clinics to rural communities by 2027.”
About the Author
Ben Schramm is Cube’s founder and managing partner. He has over 25 years experience consulting to public purpose clients across Australia, including federal, state and local government, a vast array of public entities, community service organisations and industry associations. He works in partnership with clients to develop bold strategic plans, strengthen leadership performance and design operating models that achieve real, enduring change.