Any large organisation will be full of stories – some official, some unofficial, some positive and some negative. A company’s annual report is an attempt to tell the story of its financial year in a transparent and accountable manner. Its press releases, Intranet and notice boards along with many other vehicles all contribute to the corporate story. But the most important feature of a corporate story is that it is likely to be remembered – even long after the key names, facts and figures have been forgotten. The stories of an organisation’s past successes and failures can continue to shape its future for decades.