Want to Lead Better? It's Simple

A story also needs to have a theme -- a conceptual framework for action. A mission, a vision, and a set of values provide that framework and lend integrity and texture to the plot.

Transitions will move the plot along. Transitions occur whenever a company celebrates its success and examines the lessons that it has learned along the way. They help employees understand how far they've come, how they can continue to improve, and how far they still have to go. "Unfortunately, too few companies are smart about celebrating their successes," Jensen says. "Even fewer capture and promote the lessons that they've learned."

The climax is the moment of truth. The climactic moment for a company is when its annual goals are met, or when the results of a change program really start to kick in. "People need to have a clear picture of what all of their hard work has created," says Jensen. And they need to experience a sense of shared purpose -- they need an easy-to-understand context for making decisions in a complex world.