My body of research work studies the power of storytelling and narrative in shaping our perceptions and experiences, and the importance of a counter-narrative to challenge assumptions and foster productive discourse. My diagnostic model into the role of storytelling and narrative in shaping strategy discourse is thought-provoking and revealing.

I currently research the intersection of strategy and narrative, and how these can be used to drive organizational change. The use of semiotic techniques to diagnose stakeholder positions is an innovative and valuable approach that can help organizations better understand how stakeholders perceive and respond to changes.