ABSTRACT
Tetranormalizing (Savall & Zardet, 2005) storytelling in the “born global” (BG) fi rm is a complex task. The enticement of simple linear narratives is ever present. However, the benefi ts of storytelling over narrative are (1) a complementary perspective on human capital and machine capital, (2) a rational and appropriate discounting of speculative activities and (3) integration of economic and human rationalities holistically. Without this, we create human suffering, speculate ourselves into spirals of destruction and destroy nature. Because the benefi ts are so great and the costs of failure so high, it is essential that we move past simple linear narratives.
