Innovation needs a story.

Everything will remain completely different!

"Culture eats strategy for breakfast", warned the founder of management theory Peter Drucker.

And who hasn't experienced wonderful concepts and strategies crashing into the wall at full speed thanks to the forces of inertia in companies, teams and groups? Especially today, when innovation and change are at the top of most to-do lists, there is more going on than just one project.

People don't mind something new, but they don't want to change. What do they want? They want a story, they want to be part of a story, part of something bigger, part of something special. That gives them meaning, that creates belonging.

In this keynote Markus Gull illuminates for his audience the secrets of story as a driver of change and innovation, why and how this is connected and why desire and meaning belong together like relationship and meaning.