It’s a sad reality. After months of hard work, passionate debate, and consensus building, many strategic plans end up gathering dust instead of driving meaningful change. Why? What’s missing?
Our experience at Yes& reveals a crucial truth: Most strategic plans lack a compelling narrative—a powerful and distinctive story that engages not only internal audiences but also those beyond the institution. Without a clear and inspiring narrative, a plan often devolves into a collection of institutional platitudes. But with a strong, central story, a plan creates alignment, cohesion, and clarity. It breaks down silos, unites stakeholders, and drives innovation.
Why a Strong Narrative is Essential in Strategic Planning
Not just any story will do. A strategic plan’s narrative must reflect the institution’s core identity and mission. It should define the vision, direction, and goals, inspiring others to support the journey. Most importantly, it must resonate with key stakeholders, forging deeper connections between their aspirations and the institution’s purpose. When done right, it transforms conversations and fuels action.
A Case Study: Oregon State University’s Strategic Plan
Take our work with Oregon State University (OSU), a strategic planning project we undertook with John Braunstein and Belinda Li of CiTTA Partnership. As we collaborated on OSU’s 2024-2030 strategic plan—its most ambitious one yet—the question arose:
“How can this plan speak directly and powerfully to each of our diverse stakeholders?”
The answer? Start with the narrative.
Rather than attempting to capture everything the institution wanted to do, OSU’s leadership distilled their vision into three laser-focused goals, anchored by a bold, unifying theme: Prosperity Widely Shared.
The Power of a Central Theme
This concept of shared prosperity—equitable, scalable, and sustainable—became the unifying thread woven through the plan’s three interconnected goals. It aligned OSU’s research aspirations, its commitment to student success, and its collaborations with public and private partners.
The result? A strategic plan that inspired action and engagement across the entire institution. OSU’s success underscores a fundamental truth: Every strategic plan needs a compelling story at its heart.
Bring Your Strategic Plan to Life
A strategic plan without a narrative is just a document. A plan with a compelling story becomes a living, breathing roadmap that unites stakeholders and drives progress.
Want to see more examples of strategic planning that harness the power of storytelling? Reach out to us at—we’d love to share our insights.
