Antenarratives are the SEEDS of pre-story and pre-narrative. This website is dedicated to the study and exploration of antenarrative - the fragmented, non-linear, and complex 'seeds' of your organizational stories emerging and growing shaping your pre-story and pre-narrative coherence. I'm David Michael Boje Ph.D. I invented the term 'antenarrative’ in 2001, defining it as a process that precedes and shapes pre-narratives and pre-stories in organizations. Over the past two decades, antenarrative processes developed into key aspects:
Pre-narrative Speculation
Antenarratives are "bets" on potential future narratives. They represent fragmented, non-linear, and often incoherent speculations that may eventually coalesce into coherent narratives and well-known stories. This pre-narrative stage allows for multiple possibilities and interpretations 'antecedent' a dominant narrative emerges.
Temporal Dynamics
Antenarratives challenge traditional notions of causality and one-way temporality in storytelling:
1. They link retrospective pre-narratives to living, ongoing stories.
2. They reverse temporal logic, allowing potential futures to arrive from the future, not just the past, and then shaping (re-historicizing) how past events are interpreted and narrated in the present.
Multiple Life-Forms
I identified several types of antenarrative processes:
1. Pre/bet antenarratives: Fragmented stories that may develop into full narratives
2. Spiral antenarratives: Dynamic, evolving meanings to go beyond linear or closed-loop systems.
3. Rhizomatic assemblage: Combinatorial processes that maintain ambiguity and allow for multiple potential narratives.
Prospective Sensemaking
Antenarratives are crucial for "prospective sensemaking," enabling organizations to anticipate the risks of their; bets on the future’ and to shape possible futures rather than simply reacting (retrospectively) to past events. This forward-looking aspect distinguishes antenarratives from traditional narrative approaches.
Sociomaterial Aspects
Antenarrative processes involve social and material elements, in what Karen Barad calls 'material-discursive intra-activity, what Donna Haraway calls material-semiotics, and what Myra J. Hird calls 'superorganism' community of human and non-human life. They each recognize that not only people but also objects, environments, and other non-human entities contribute to storytelling and meaning-making in a posthuman multispecies ecology
Focusing on seven pre-narrative and pre-story processes, antenarrative theory and practice provides a framework for understanding how pre-stories emerge, evolve, and shape organizational realities before they become fixed, often linear narratives. This approach offers valuable insights into the dynamic and complex nature of antenarrative pre-story and pre-narrative processes.
See Recent List of over 70 Antenarrative Publications
What is ANTEnarrative?
Antenarrative is the seed space becoming before any coherent pre-narrative or pre-story bets on the future arrive in being. It's the realm of becoming generative possibilities, where storytelling is rhizomatic, fluid and open to between of relational interpretation. Here, we explore the potential of futures arriving, yet to be told.
Our Approach
We believe in the power of
antenarrative seeds that are pre-story and
pre-narrative. Through workshops, discussions, and
creative exercises, we help entrepreneurs, writers and
thinkers tap into the rich potential of antenarrative
seeds of storytelling.
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antenarrative processes.
Key Concepts in Emtrepreneur's Storytelling Playbooks:
Antenarrative Processes of Entrepreneur Storytelling Playbook:
3. Bets on the Future: The risks, uncertainties, and possibilities that the entrepreneur is willing to take.
4. Being The present moment, where the entrepreneur is actively creating and shaping their pre-story.
5. Becoming The process of transformation, disruption, and emergence that the entrepreneur is undergoing.
6. Between The Tamara-land of audience connections, relationships, and networks of the entrepreneur's journey.
7. Beyond: The unknown, the unexplored, and the potential for future growth and innovation.
Entrepreneur Storytelling Playbook:
Welcome to
David Boje's Ph.D. Antenarrative Processes.
To demo the practicality of antenarratives, I will give
examples of Antenarrative Process Approach to
Antenarrative Approaches to the 'Entrepreneur's
Storytelling Playbook" that Grace Ann Rosile Ph.D.
and I, are developing (See CSIstory.com).
David Boje's antenarrative processes offer a refreshing
alternative to traditional linear storytelling. By applying
these processes to an entrepreneur's storytelling playbook, we
can create a more dynamic, non-linear narrative that captures
the essence of entrepreneurial journeys. Let's dive into the
antenarrative processes and explore examples of famous
entrepreneurs who have used this approach in their
storytelling.
To create an antenarrative approach to the Entrepreneur's
Storytelling Playbook, we can use the following process
strategy:
1. Beneath: Introduce audiences to you entrepreneur's
pre-story values, motivations, and assumptions that drive your
actions.
2. Before: Share the back-story context, multiple histories,
and 'Little Wow Moment' experiences that shaped your
entrepreneur's perspective.
3. Bets on the Future: Highlight the risks, uncertainties, and
pre-story possibilities you the entrepreneur is willing to
take.
4. Being: Describe the changing present moment, where you
entrepreneur is actively is creating and shaping your
pre-story.
5. Becoming: Explore the process of transformation, growth,
and evolution that you the entrepreneur is undergoing.
6. Between: Emphasize the Tamara-land
connections, relationships, and networks that facilitate your
entrepreneur's rhizomatic journey.
7. Beyond: Leave space and time for the unknown, the
unexplored, and the potential for your future to be arriving
with passion, growth and innovation.
Beneath: Uncovering Hidden Narratives and Hidden Stories
Beneath the surface of every business lies a deeper story. Take Sara Blakely, founder of Spanx. Her journey began with cutting the feet off her pantyhose, revealing an untold narrative of women's struggle with uncomfortable shapewear.
Before: Setting the Stage
Before launching Tesla, Elon Musk was deeply concerned about sustainable energy. This "before" story set the stage for Tesla's mission to accelerate the world's transition to sustainable energy.
Bets on the Future: Visionary Predictions
Entrepreneurs are constantly betting on future trends. Jeff Bezos bet on the future of e-commerce when he started Amazon in his garage. His vision of an "everything store" seemed far-fetched at the time but has since become reality.
Being in Space and Time: Context Matters
Arianna Huffington's launch of The Huffington Post was perfectly timed with the rise of online news consumption. Her understanding of being in the right space and time contributed significantly to the platform's success.
Becoming: Transformation Stories
The becoming process is about transformation. Consider how Steve Jobs' narrative of Apple "becoming" more than just a computer company led to the revolutionary iPhone.
Between: Bridging Narrative Identities
Successful entrepreneurs often bridge different narratives. Oprah Winfrey's story bridges entertainment and empowerment, creating a unique brand that resonates with millions.
Beyond: Transcending Limitations
Branson's Virgin Group exemplifies going beyond conventional boundaries. His narrative of adventure and disruption has led to ventures in industries as diverse as music, airlines, and space travel.
Remember, these antenarrative processes aren't just theoretical concepts. They're practical tools you can use to craft compelling stories for your business. By understanding and applying these processes, you can create narratives that resonate with your audience, inspire your team, and drive your business forward.
Famous Entrepreneur's Storytelling Playbook Examples:
1. Steve Jobs (Apple): Beneath - "Think Different"
philosophy; Before - dropped out of college, struggled with
addiction; Bets on the Future - innovative products; Being -
revolutionized the tech industry; Becoming - transformed
Apple; Between - partnerships with Disney, Pixar; Beyond -
legacy of innovation.
2. Howard Schultz (Starbucks): Beneath - passion for coffee,
community; Before - grew up in Brooklyn, worked in retail;
Bets on the Future - expanded globally; Being - created a
coffee culture; Becoming - transformed the coffee industry;
Between - partnerships with local farmers, community
engagement; Beyond - potential for future growth and
innovation.
3. Reid Hoffman (LinkedIn): Beneath - passion for connecting
people; Before - worked at PayPal, saw the need for
professional networking; Bets on the Future - built LinkedIn;
Being - revolutionized professional networking; Becoming -
transformed the job market; Between - partnerships with other
companies, industry leaders; Beyond - potential for future
growth and innovation.
By applying the antenarrative processes to the entrepreneur's
storytelling playbook, we can create a more dynamic,
non-linear narrative that captures the essence of
entrepreneurial journeys. This approach allows entrepreneurs
to share their stories in a more authentic, engaging, and
inspiring way, inspiring others to take risks and pursue their
passions.
Famous Female Entrepreneur's Storytelling Playbook Examples of Antenarrative Processes:
1. Sara Blakely (Spanx): Her story is a classic example of
"beneath" and "before," where she navigated societal
expectations and personal struggles to become a successful
entrepreneur.
2. Arianna Huffington (The Huffington Post): Her story
showcases "bets on the future" and "being," where she took a
risk to create a platform that would change the media
landscape.
3. Whitney Wolfe Herd (Bumble): Her story is a powerful
example of "being" and "becoming," where she overcame
challenges and transformed her experiences into a successful
business.
4. Reshma Saujani (Girls Who Code): Her story highlights
"becoming" and "beyond," where she used her experiences to
create a movement that empowers girls and women in tech.
5. Oprah Winfrey (Oprah Winfrey Network): Her story is a
testament to "beyond," where she has created a lasting legacy
that extends far beyond her own entrepreneurial journey.
By applying the antenarrative processes to the storytelling
playbook of gender-diverse entrepreneurs, we can create a more
nuanced and inclusive narrative that acknowledges the
complexities and challenges they face. This approach can help
us better understand the experiences of these entrepreneurs
and celebrate their achievements in a more meaningful way.
Key Branding Benefits of Antenarrative
Processes of Entrepreneur's Storytelling Playbooks:
1. Dynamic and adaptable narratives: Antenarrative allows
brands to explore multiple potential futures and outcomes,
creating more flexible and evolving stories that can adapt to
changing market conditions.
2. Deeper emotional connections: By incorporating living
stories and real-time experiences, brands can create more
authentic narratives that resonate emotionally with customers.
3. Increased engagement: Antenarrative approaches like
character-driven or community-focused storytelling can improve
audience engagement and make brands more memorable.
4. Enhanced clarity and alignment: A well-defined brand story
provides clarity within the company, helping align all
departments around a shared narrative and guiding
decision-making.
5. Attraction of customers and talent: Communicating a brand's
purpose and values through storytelling can attract
like-minded customers and potential employees who connect with
the brand's mission.
6. Differentiation from competitors: By leveraging unique
narratives and exploring gaps excluded in traditional
storytelling, brands can stand out in crowded markets.
7. Improved customer loyalty: Emotional connections fostered
through effective storytelling can lead to increased customer
loyalty and long-term relationships.
8. Exploration of multiple perspectives: Antenarrative allows
for the inclusion of diverse voices and interpretations,
creating richer and more nuanced brand stories.
9. Addressing ethical implications: The "Beyond" antenarrative
process encourages brands to consider long-term consequences
and societal impact, potentially leading to more socially
responsible storytelling.
10. Increased sales and revenue: By creating compelling
narratives that resonate with audiences, brands can ultimately
drive sales and improve their bottom line.
By incorporating the antenarrative processes into their Entrepreneur's Storytelling Playbook, they can connect with their audience on a deeper level and achieve their goals.
Here's a breakdown of the antenarrative
processes and how they can be applied to an entrepreneur's
storytelling playbook:
Beneath: The foundation of the story, where the entrepreneur's
values, passions, and motivations are rooted. This could
include their personal experiences, family background, or
early influences that shaped their entrepreneurial journey.
Example: "I grew up in a family of entrepreneurs, where my
parents always encouraged me to take risks and pursue my
passions. This instilled in me a strong sense of self-reliance
and a willingness to take calculated risks."
Before: The context in which the entrepreneur's story
unfolded. This could include the market trends, industry
developments, or societal shifts that created opportunities or
challenges for the entrepreneur.
Example: "When I started my business, the market was ripe for
disruption. The traditional industry was stagnant, and
consumers were crying out for innovative solutions. I saw an
opportunity to create a new category and capitalize on the
growing demand."
Bets on the Future: The entrepreneur's vision, goals, and
aspirations for the future. This could include their plans for
growth, expansion, or innovation.
Example: "My vision is to create a global brand that empowers
entrepreneurs to take control of their own destiny. I believe
that by providing access to education, resources, and
community, we can create a ripple effect of positive change in
the world."
Being: The present moment, where the entrepreneur is actively
creating and shaping their story. This could include their
daily habits, routines, and practices that help them stay
focused and motivated.
Example: "Every morning, I start my day with a 30-minute
meditation session to clear my mind and set intentions. This
helps me stay grounded and focused on my goals."
Becoming: The process of transformation and growth, where the
entrepreneur is constantly learning, adapting, and evolving.
This could include their experiences, challenges, and setbacks
that have helped them develop new skills and perspectives.
Example: "One of the biggest challenges I faced was when our
product failed to gain traction in the market. It was a tough
pill to swallow, but it forced me to re-evaluate our strategy
and pivot to a new approach. This experience taught me the
importance of resilience and adaptability."
Between: The spaces in between the entrepreneur's story,
where they are constantly navigating and making decisions.
This could include their relationships, networks, and
collaborations that help them stay connected and informed.
Example: "I've been fortunate to have a strong network of
mentors and peers who have provided valuable guidance and
support throughout my journey. These relationships have helped
me stay informed about industry trends and best practices."
Beyond: The horizon, where the entrepreneur is pushing the
boundaries of what's possible. This could include their
aspirations for impact, legacy, or innovation.
Example: "My ultimate goal is to create a lasting legacy that
inspires future generations of entrepreneurs. I believe that
by sharing my story and experiences, I can help others avoid
common pitfalls and achieve their own success.
By incorporating these antenarrative processes into an Entrepreneur's Storytelling Playbook, they can create a more nuanced, dynamic, and engaging narrative that showcases their values, passions, and motivations. This approach can help entrepreneurs connect with their audience on a deeper level, build trust and credibility, and ultimately achieve their goals.
The Entrepreneur's Storytelling Playbook:
A Journey of Passion, Resilience, and Innovation.
Beneath: "Growing up in a family of entrepreneurs, I was
instilled with a strong sense of self-reliance and a
willingness to take calculated risks."
Before: "When I started my business, the market was ripe for
disruption. The traditional industry was stagnant, and
consumers were crying out for innovative solutions."
Bets on the Future: "My vision is to create a global brand
that empowers entrepreneurs to take control of their own
destiny. I believe that by providing access to education,
resources, and community, we can create a ripple effect of
positive change in the world."
Being: "Every morning, I start my day with a 30-minute
meditation session to clear my mind and set intentions. This
helps me stay grounded and focused on my goals."
Becoming: "One of the biggest challenges I faced was when our
product failed to gain traction in the market. It was a tough
pill to swallow, but it forced me to re-evaluate our strategy
and pivot to a new approach. This experience taught me the
importance of resilience and adaptability."
Between: "I've been fortunate to have a strong network of
mentors and peers who have provided valuable guidance and
support throughout my journey. These relationships have helped
me stay informed about industry trends and best practices."
Beyond: "My ultimate goal is to create a lasting legacy that
inspires future generations of entrepreneurs. I believe that
by sharing my story and experiences, I can help others avoid
common pitfalls and achieve their own success."
The
Entrepreneur's Storytelling Playbook antenarrative
processes approach can help entrepreneurs, leaders, and
innovators create a more authentic, engaging, and inspiring
pre-story and pre-narrative that showcases their unique
strengths, values, and motivations.
David Boje's antenarrative processes offer
a refreshing alternative to traditional linear
storytelling playbook.
By applying these processes to the storytelling playbook of
gender-diverse entrepreneurs, we can create a more nuanced and
inclusive narrative. Let's dive into the antenarrative
processes and explore examples of famous female entrepreneurs
who have used these approaches in their storytelling.
Beneath: The Unseen Forces Shaping Identity
Before exploring the antenarrative processes, it's essential
to acknowledge the unseen forces that shape gender-diverse
entrepreneurs' identities. These forces can include societal
expectations, personal experiences, and internalized biases.
For instance, a gender-diverse entrepreneur might struggle
with the pressure to conform to traditional gender norms or
face discrimination in the workplace.
Before: The Pre-Story Context
The "before" stage sets the context for the story. It's the
moment before the entrepreneur's journey begins, where they
are situated in a particular environment, culture, or society.
For example, a famous female entrepreneur like Sara Blakely,
founder of Spanx, grew up in a traditional Southern family
where women were expected to be homemakers. This context
influenced her early life and shaped her entrepreneurial
aspirations.
Bets on the Future: The Vision and Purpose
The "bets on the future" stage is where the entrepreneur sets
their sights on a specific goal or vision. This is the moment
when they decide to take a risk and pursue their passion. For
instance, Arianna Huffington, founder of The Huffington Post,
was driven by a vision to create a platform that would allow
people to share their stories and connect with others.
Being: The Present Moment
The "being" stage is where the entrepreneur is fully immersed
in their journey. This is the moment of action, where they are
taking risks, overcoming obstacles, and learning from their
experiences. For example, Whitney Wolfe Herd, founder of
Bumble, has spoken publicly about the challenges she faced as
a young entrepreneur, including being sued by her former
employer, Tinder.
Becoming: The Transformation and Growth
The "becoming" stage is where the entrepreneur undergoes a
transformation, often as a result of their experiences and
challenges. This is the moment of self-discovery, where they
develop new skills, perspectives, and identities. For
instance, Reshma Saujani, founder of Girls Who Code, has
spoken about how her experiences as a young girl in India,
where she was discouraged from pursuing math and science, led
her to become a fierce advocate for girls' education and
coding.
Between: The Interstices and Tensions
The "between" stage is where the entrepreneur navigates the
interstices and tensions that arise between different aspects
of their identity, such as their gender, culture, and
entrepreneurial aspirations. For example, a gender-diverse
entrepreneur might struggle with the tension between their
desire to conform to traditional gender norms and their need
to express themselves authentically.
Beyond: The Legacy and Impact of the unexplored
The "beyond" stage is where the entrepreneur's story
transcends their individual journey and has a broader impact
on their community, industry, or society. For instance, Oprah
Winfrey, a renowned media executive and philanthropist, has
used her platform to empower women and girls around the world,
creating a lasting legacy that extends far beyond her own
entrepreneurial journey.
Famous 'No Label' Personalities Antenarrative Process to Entrepreneur's Storytelling Playbook
How famous entrepreneurs can use this approach to tell their stories, particularly when it comes to 'no label' identities.
Antenarrative Processes:
1. Beneath: The unspoken, unconscious, or hidden aspects of the -pre-story.
2. Before: The context, history, or background that shapes the pre-story.
3. Bets on the Future: The hopes, dreams, and aspirations that drive the pre-story forward.
4. Being: The present moment, the current state of the pre-story.
5. Becoming: The transformation, growth, or evolution of the pre-story.
6. Between: The connections, relationships, or intersections that shape the pre-story.
7. Beyond: The unknown, the unexplored, or the yet-to-be-discovered aspects of the pre-story.
Entrepreneur Storytelling Playbook:
To apply the antenarrative processes to 'no label' identities, we can create an Entrepreneur's Storytelling Playbook that encourages entrepreneurs to share their authentic experiences, struggles, and triumphs. Here's an example of how this playbook could look:
Beneath of underlying assumptions, beliefs, and values:
* Explore the unconscious biases, fears, or doubts you've faced as a gender-diverse entrepreneur.
* Discuss how these biases have impacted your business and personal life.
* Share how you've overcome these biases and what you've learned from the experience.
Example: Troye Sivan, in his YouTube video "Coming Out," shares his struggles with anxiety and self-doubt as a gender-diverse individual and how he's learned to overcome them.
Before of multiple histories:
* Share your background, upbringing, and early experiences that shaped your gender identity.
* Discuss how your gender identity has influenced your entrepreneurial journey.
* Highlight any challenges or obstacles you faced due to your gender identity.
Example: Ellen DeGeneres, in her book "Seriously... I'm Kidding," shares her childhood experiences and how they influenced her gender identity and career choices.
Bets on the Future of opportunities and risks arriving:
* Share your hopes and dreams for your business and personal life as a gender-diverse entrepreneur.
* Discuss how you're working to create a more inclusive and accepting environment for yourself and others.
* Highlight any initiatives or projects you're working on to promote gender diversity and inclusion.
Example: Dr. Zayda Calderón, in her TEDx talk "The Power of Intersectionality," shares her vision for a more inclusive and equitable society and how she's working to create positive change.
Being in the material-discursive intra-activity (Barad 2007):
* Share your current state of being as a gender-diverse entrepreneur, including your strengths, weaknesses, and challenges.
* Discuss how you're navigating the complexities of being a gender-diverse entrepreneur in your industry.
* Highlight any strategies or tools you're using to stay focused and motivated.
Example: Jamie Chandlee, in her podcast "The Jamie Chandlee Show," shares her experiences as a gender-diverse entrepreneur and how she's learned to navigate the challenges and opportunities that come with it.
Becoming the transformation, disruption, and emergence
* Share your transformation, growth, or evolution as a 'no label' entrepreneur.
* Discuss how your gender identity has influenced your business and personal life.
* Highlight any lessons you've learned or skills you've developed as a result of your experiences.
Example: Chrisanne Eastwood, in her blog post "My Journey as a Transgender Woman in Business," shares her experiences of transitioning and how it's impacted her career and personal life.
Between the Tamara-land audiences chasing stories room to room:
* Share the connections, relationships, or intersections that have shaped your gender-diverse identity and entrepreneurial journey.
* Discuss how your gender identity has influenced your relationships with colleagues, customers, or partners.
* Highlight any strategies or tools you're using to build and maintain strong relationships.
Example: Jules Schroeder, in her podcast "She Did It Her Way," shares her experiences of building a community of like-minded entrepreneurs and how it's helped her navigate the challenges of being a gender-diverse entrepreneur.
Beyond the Labels to the unexplored potential:
* Share your vision for the future of gender diversity and inclusion in entrepreneurship.
* Discuss how you're working to create positive change and promote gender diversity and inclusion in your industry.
* Highlight any initiatives or projects you're working on to push beyond the status quo.
Example: Ashlee Marie Preston, in her article "The Future of Trans Visibility in Business," shares her vision for a more inclusive and accepting society and how she's working to create positive change.
By using the antenarrative processes, Entrepreneur's Storytelling Playbook can create a more authentic, relatable, and inspiring storytelling playbook that showcases their unique experiences and perspectives as gender-diverse individuals. This approach can help build a more inclusive and accepting environment for all entrepreneurs, regardless of their gender identity.
Sales Pitches are too linear, too simplistic. What can Antenarrative Processes do to Enliven Sales with Seven Antenarrative Cs: (1) Customer Connection, (2) Context for Investors, (3) Create Purpose,(4) Conversion to Sales, (5) Credibility for your Audiences, while (6) Caring-Heart for (7) Complicit Consequences on Climate.
How Entrepreneurs Can Leverage Antenarrative Sales Processes:
Before (Fore-having)
Provide context for your product or service by sharing the background pre-story. For example, in a "Storytelling" sales pitch, you could start with a relatable scenario: "Let me tell you about Sarah, a marketing director at a company similar to yours. She was struggling with fragmented customer data across multiple platforms..."
Beneath (Fore-structure)
Reveal underlying assumptions and motivations that drive your business. This helps create an emotional connection with your audience. For instance, explain why your solution is necessary and how it aligns with your company's core values.
Bets (Fore-telling)
Make predictions’ about the future arriving’ impact of your product or service. This can be particularly effective in demonstrating the potential value to customers. For example, you could forecast how your solution will transform the customer's business operations or improve their bottom line.
Being (Being-in-the-world)
Incorporate authentic experiences and personal anecdotes into your pitch. This helps build trust and credibility with your audience. For example, you could share your rhizomatic journey as an entrepreneur or the challenges you faced in developing your product
Becoming (Fore-conception)
Highlight the transformation process that customers can expect. This could involve sharing success stories or case studies that demonstrate the journey from problem to solution. For instance, you could narrate how a client overcame challenges and achieved success using your product
Between (Inter-penetration)
Illustrate connections between your product, the customer's needs, and the broader market. This helps customers see how your solution fits into their existing ecosystem. You could use data visualization techniques to show these relationships clearly
Beyond (Fore-caring)
Address the ethical implications and future consequences of adopting your solution. This can involve discussing your company's mission and how it aligns with broader societal or environmental goals. It helps create a sense of purpose and shared values with your audience
By weaving these antenarrative processes into your sales, you can create a compelling sales-playbook that resonates with your audience on a deeper level. This approach transforms mundane transactions into meaningful interactions, fostering emotional connections and driving engagement.. Remember to tailor your stories to specific audience segments for maximum impact and relevance.
