Acc to Howard Gardner: humans understand the world through dramatic stories. He identifies three universal story lines:
1. Who am I? - how experience shapes an identity and character;
2. Who are we? - shows experience, attitudes, beliefs
3. Where are we going? why we change and excitement for the future
Founder stories cover all three of this and can be really strong in shaping the culture of the company (Sam Walton, Wal-Mart)
Emotional Content gives power and authencity to a story, and build trust;
The internal story role of hero doesn't have to belong to the company founder (Joe Sullivan, Ace Electric Supply - local hero stories)

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