Department of Management

Why entrepreneurship needs more stories: the power of storytelling in the entrepreneurial classroom

Research output: Contribution to conferencePaperResearchpeer-review

The narrative tradition suggests that identity and understanding are narratively structured and that it is therefore possible to narrate new opportunities and (entrepreneurial) identities into being (Fletcher, 2006). Storytelling skills are therefore valuable tools in the creation of enterprising behaviour and entrepreneurial activity. Further, stories of entrepreneurship abound. Numerous books and movies tell inspirational stories about how the author’s created their business producing a variety of insights or ‘aha’ moments for those reading or watching them. Such stories act as powerful means for transforming mental schemes because they often invoke role models. That storytelling constitutes an important means of communication is nothing new. It builds on the logic that stories and narratives have been shared over centuries in every culture as a means of education to create worlds of shared understandings and meanings. Stories create their own bonds, and their meanings constitute powerful means for replacing the existing ideology with a new mindset. Hence, the ability to construct and communicate stories that enable and produce action to make these stories ‘come true’ is crucial in entrepreneurship.
Original languageEnglish
Publication year16 May 2018
Publication statusPublished - 16 May 2018
Event3E Conference - ECSB Entrepreneurship Education Conference, 2018 - Enschede, Netherlands
Duration: 16 May 201818 May 2018


Conference3E Conference - ECSB Entrepreneurship Education Conference, 2018

    Research areas

  • storytelling, entrepreneurship education, mindset

See relations at Aarhus University Citationformats

ID: 129844796