Narrative as a Growth Lever: Why the Stories You Tell Shape Performance | Culture Rewired
Everyone tells stories. Very few organisations understand the commercial consequences of the ones they choose to tell.
In this episode of the #RewardingRelationships® Learning Series, David Ventura is joined by Erika Clegg to explore the role of narrative in shaping culture, behaviour and performance. From media influence to internal communication, this conversation challenges leaders to think more critically about the stories driving their organisations.
This episode is for commercial and marketing leaders looking to influence customer behaviour with clarity, and for HR and people leaders focused on building trust, alignment and belief inside their teams. Because when narrative is unclear, behaviour fragments. When it is intentional, it becomes a growth lever.
Key Topics Covered
→ Why narrative is not communication support, but a core driver of behaviour and performance
→ How unchallenged stories and beliefs quietly limit decision-making and growth
→ The link between trust, belonging and the stories leaders consistently reinforce
→ Why values without narrative fail to translate into consistent action
→ How storytelling builds clarity, alignment and “win belief” across teams and organisations
About the
Host David Ventura is CEO and Front Man of Front&Centre® and host of the Rewarding Relationships® learning series and podcast.
He brings together HR, commercial and growth leaders to explore how trust, loyalty and performance are intentionally designed. With over 12 years’ experience across Retail, IT and Telecoms, David is known for translating behavioural insight into practical, commercially grounded action.
About the Guest
Erika Clegg is the author of Junk Values and a specialist in performance-enhancing culture and organisational clarity.
She works with businesses navigating change, helping leaders define principles, values and narratives that drive consistent behaviour and long-term performance. Her work focuses on moving organisations away from surface-level messaging towards meaningful, actionable culture design.
About Incentivesmart
Incentivesmart is a B2B loyalty and engagement platform that helps organisations strengthen relationships with customers and employees through intentional, behaviour-led reward strategies.
We support marketing, commercial and HR leaders to drive retention, advocacy and measurable growth.
