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NARRATIVE: How To Build One That SELLS


Story telling is central to understanding how to construct a narrative.

A winning narrative, on the other hand, is about a story that inspires. What is our own story? OR, the original vision for which we were founded.

Be it a brand, an individual, an organization, a political party, or any other group. However, We need to decide on the structure of our argument first. Having experienced first hand.

NARRATIVE & Ethos, Logos and Pathos.

Every such story has three main components. Aristotle’s modes of persuasion.

Ethos is about establishing your authority to speak on the subject, 
Logos is your logical argument for your point and 
Pathos is your attempt to sway an audience emotionally

Ethos, Logos and Pathos. (Click to read) If there is one theme that resonates throughout Leith’s book, it’s that you must know your audience; their interests, prejudices and expectations. Without it, you’re already setting yourself up for failure.


There is no doubt about who is Pakistan’s most powerful influencer. Imran Khan’s narrative about his ouster may be dubious, but it sells better than the mainstream media and opposition combined. why?

NARRATIVE: How To Build One That SELLS
Building Pakistan’s best selling political narrative

Analyzing the factors that contribute to Imran Khan’s influence in Pakistan and why his narrative about his ouster may be more popular than that of the mainstream media and opposition combined. While it is challenging to provide a definitive answer without a specific context or evidence, I can offer some insights based on general principles of persuasive communication.

  1. Crafting a Compelling Narrative: Imran Khan might have been successful in constructing a narrative that resonates with a significant portion of the population. Effective influencers often create a storyline that connects with people’s aspirations, emotions, and values. By presenting himself as a victim or a champion of a particular cause, Khan may have tapped into the public sentiment and gained support.
  2. Counterarguments and Ethos: As always, preparing counterarguments in advance can be a persuasive technique. Imran Khan may have identified the key arguments against his narrative and skillfully countered them, which could enhance his credibility and trustworthiness in the eyes of his supporters. By questioning the credentials and trustworthiness of his opponents, he might have succeeded in alienating them from the audience, further strengthening his own position.
  3. Logos and Audience Engagement: Encouraging the audience to reach conclusions on their own can be an effective way to build engagement and support. By presenting logical arguments and evidence, Khan may have persuaded his audience to align with his viewpoint. This approach allows individuals to feel a sense of autonomy and ownership over their beliefs, making them more receptive to his message.
  4. Relatability and Commonplaces: Relatability plays a significant role in influencing others. If Imran Khan can establish a connection with his audience by emphasizing shared values, experiences, or aspirations, he can create a sense of familiarity and trust. By starting from common ground and gradually building on it, he might be able to win over the audience more effectively.
  5. Emotional Appeal: Pathos, or emotional appeal, can be a powerful tool in persuasion. Incorporating humor, religion, patriotism, or other emotional responses into his communication may make Imran Khan’s narrative more relatable and memorable. By evoking specific emotions, he can strengthen the connection between his audience and his message.

It’s important to note that these factors are general observations about persuasive communication and may not fully explain the specific reasons behind Imran Khan’s influence in Pakistan. The dynamics of political influence are complex and multifaceted, influenced by various social, cultural, and historical factors. Detailed analysis and contextual understanding are necessary to provide a more comprehensive assessment.

In the same vein It is also critical to delve deeply into his core message over the past two decades.

It’s us versus them. Because he knows his audience, their interests and prejudices and is most successfully compelling them to act accordingly.

Execution of a Narrative

Executing a narrative involves several key elements and strategies to effectively engage and mobilize people. Here are some steps that can be taken:

  1. Building a network: Assembling a tight network of individuals who share the same vision and goals is crucial. This network should include people from different sectors and backgrounds, bringing diverse perspectives and expertise to the table.
  2. Organizing on the ground: Establishing a presence in communities and organizing grassroots initiatives is essential for connecting with people on a personal level. This can involve setting up local chapters, holding meetings, and conducting outreach activities to build relationships and trust.
  3. Collaborating across sectors: Engaging with organizations, businesses, and institutions across various sectors allows for a broader impact. Collaborative efforts can lead to shared resources, expertise, and expanded networks, strengthening the narrative and its reach.
  4. Developing strategic narrative ideas: Crafting a compelling narrative requires strategic thinking. This involves identifying the core message, understanding the target audience, and tailoring the narrative to resonate with their values, beliefs, and aspirations.
  5. Creating immersive narrative experiences: Going beyond traditional forms of communication, immersive experiences can deeply engage people and foster meaningful connections. This can include interactive events, workshops, storytelling campaigns, or multimedia projects that allow participants to actively participate in shaping the narrative.
  6. Changing hearts, minds, behaviors, and relationships: The ultimate goal of a narrative is to bring about meaningful change. This involves not only influencing people’s thoughts and beliefs but also inspiring them to take action. The narrative should encourage shifts in attitudes, behaviors, and relationships to create tangible impact.
  7. Overcoming resource limitations: While resource imbalances can present challenges, leveraging available tools and platforms can still make a significant impact. Creating and sharing videos online, for example, can reach a wide audience, even with limited resources. However, it is important to consider the effectiveness of the content and framing, aiming to maximize the impact and align with the ultimate goals.
  8. It’s worth noting that while some organizations may have dedicated resources and expertise in executing narratives, others may need to adapt and find creative ways to achieve their goals. Flexibility, adaptability, and a focus on leveraging available resources are essential in such situations.

Maintaining a checklist for communication teams to align on rapid-response talking points and create more press releases is not the same as executing a narrative.It is also not putting more public relations firms in charge of speaking for us.That may be our current communication infrastructure, but it has nothing to do with creating a narrative.

It’s worth noting that while some organizations may have dedicated resources and expertise in executing narratives, others may need to adapt and find creative ways to achieve their goals. Flexibility, adaptability, and a focus on leveraging available resources are essential in such situations.

We must construct the infrastructure that will make those videos known, loved, and referenced by millions more people

Purpose & Narrative:

The purpose and narrative play a crucial role in aligning influencers and followers towards a shared goal. Here’s how they are connected:

  1. Shared purpose: The influencer and the follower are united by a common purpose or goal. This shared purpose serves as the guiding principle that drives their actions and decisions. It represents a larger vision or cause that both parties believe in and strive to achieve.
  2. Shared journey: The pursuit of the shared purpose becomes a journey that the influencer and follower embark on together. It’s not just about the end result but also about the process of working towards the goal. This journey allows for personal growth, learning, and transformation for both the influencer and the follower.
  3. Value-based connection: The shared purpose is often rooted in shared values. These values provide a foundation for the relationship between the influencer and the follower. By aligning their values, they form a strong connection and a sense of community, reinforcing their commitment to the purpose they share.
  4. Explaining how to achieve the goal: As part of the shared journey, the influencer plays a crucial role in guiding the follower on how to achieve the shared goal. This involves providing guidance, sharing knowledge, and offering practical steps or strategies to make progress towards the purpose. The influencer helps the follower understand the path to success and empowers them to take action.
  5. Incorporating purpose into organizational culture: Successful organizations recognize the importance of purpose and strive to integrate it into their culture. Training programs, such as “How to Think and Act Purposefully,” are designed to help employees understand and embrace the organization’s purpose. By creating opportunities for self-reflection, collaboration, and global conversations, these programs aim to make employees aware of how they can contribute to a more purposeful world through their daily actions.
  6. Co-creation: The process of fostering purpose in an organization can resemble co-creation. Co-creation involves the active participation of employees in shaping the organization’s purpose and finding meaningful ways to make a difference. By involving employees from different backgrounds and perspectives, the organization taps into their collective creativity and expertise, fostering a sense of ownership and shared responsibility for the purpose.

The other is a strategy for getting there

In summary, purpose and narrative provide a framework for influencers and followers to come together, embark on a shared journey, and work towards a common goal. The narrative helps shape the story of this journey, while the purpose serves as the driving force that unites them. Through guidance, value-based connections, and opportunities for co-creation, purpose can be incorporated into organizational culture, empowering individuals to contribute to a more purposeful world.

Story & Human Touch:

In storytelling and narrative change, the human touch is crucial for creating authentic and relatable experiences. Here’s how the human element comes into play:

  1. Honesty and authenticity: Human relationships thrive on honesty and authenticity. When corporations and brands are perceived as human beings rather than impersonal entities, it becomes essential to communicate in a genuine and transparent manner. This builds trust and connection with the audience, enabling them to relate to the narrative on a deeper level.
  2. Human-centered context: To engage and resonate with people, the context of a narrative should be framed in human terms rather than institutional ones. By focusing on the human impact, emotions, and experiences, the narrative becomes more relatable and meaningful to the audience. This human-centered approach helps bridge the gap between organizations and individuals, fostering empathy and understanding.
  3. Genuine and motivated individuals: Effecting narrative change requires the involvement of actual humans who embody the narrative’s values and mission. These individuals should be genuine, talented, motivated, and committed to representing the narrative authentically. Their passion and dedication are essential for conveying the human touch and connecting with the audience on a personal level.
  4. Overcoming biases and patterns: Changing established patterns and biases within an organization can be challenging. However, recognizing and actively working against internal biases is necessary to embrace the human touch in storytelling. This may involve challenging conventional narratives, breaking down silos, and fostering a culture that values diverse perspectives and human connection.
  5. Power of brands and personal brands: Brands, including personal brands, hold significant power in influencing narratives. Leveraging the power of brands can amplify the reach and impact of a narrative. By aligning the narrative with the values and identity of a brand, it becomes more compelling and resonates with the audience. Personal brands, in particular, can bring a human face to the narrative, making it relatable and trustworthy.

As a result, It answers the most basic question: “Who are you?”

In summary, infusing a narrative with a human touch involves honesty, authenticity, and a human-centered approach. Genuine and motivated individuals serve as the primary vehicles for effecting narrative change. Overcoming internal biases and embracing the power of brands, including personal brands, further enhances the impact and reach of the narrative. By prioritizing human relationships and emotions, storytelling becomes more relatable and engaging, fostering connection and driving meaningful change.

Consultants and Experts

In narrative change and social change efforts, leadership plays a critical role in challenging assumptions and forging new practices. Here’s how consultants and experts can contribute to this process:

  1. Challenging assumptions and defaults: Consultants and experts bring fresh perspectives and deep knowledge to the table. They can help leaders identify and challenge underlying assumptions and defaults that may hinder progress. By questioning existing paradigms and pushing for new approaches, consultants and experts help leaders think critically and drive innovation in narrative change efforts.
  2. Informed practices: Consultants and experts in building popular narratives possess specialized knowledge and experience in crafting effective storytelling strategies. They understand the dynamics of human communication, psychology, and cultural contexts. Their expertise can inform and guide leaders in developing more informed practices that resonate with the intended audience, drive engagement, and create impact.
  3. Assisting in strategic planning: Consultants and experts can support leaders in strategic planning for narrative change initiatives. They can provide insights on target audience analysis, message framing, content creation, and distribution strategies. Their expertise helps leaders make informed decisions and develop comprehensive strategies to achieve the desired results.
  4. Drawing from history: Great leaders, both in politics and corporations, often have a long history of learning and adapting. Consultants and experts can draw from this rich historical knowledge to inform current narrative change efforts. By analyzing successful and unsuccessful narratives from the past, leaders can gain valuable insights into what works and what doesn’t. This historical perspective can guide the development of effective narratives and avoid repeating mistakes.
  5. Recruiting qualified experts: To achieve the desired results in narrative change, leaders should prioritize recruiting the most qualified experts and consultants. These individuals should have a proven track record in building popular narratives and a deep understanding of the subject matter. By assembling a team of experts, leaders can leverage their collective knowledge and skills to maximize the impact of their narrative change efforts.

Ability to learn, create, broadcast, and immerse, and to do all four things strategically.
More fundamentally, narrative power is the ability to alter the norms and rules that govern our society.
Narrative execution is the set of systems we keep in place to do so consistently over time.

In summary, consultants and experts bring valuable expertise and insights to leadership in narrative change. They challenge assumptions, inform practices, assist in strategic planning, and draw from historical knowledge. By recruiting qualified experts, leaders can tap into their specialized skills and knowledge to achieve the desired results and drive meaningful change through effective storytelling.


In conclusion, narrative change often revolves around challenging and transforming existing narratives. To achieve this, it is essential to implement narrative and cultural dispersion and immersion over time. This involves disseminating the narrative across different segments of society and at scale, reaching a wide audience.

Creating a compelling narrative requires a careful blend of ethos (ethical appeal), logos (logical appeal), and pathos (emotional appeal). By incorporating these elements throughout the narrative and aligning them with the audience’s belief system, a strong argument can be made.

Effective narrative change is an ongoing process that requires persistence, adaptability, and a deep understanding of the target audience. By continuously refining the narrative, engaging with diverse segments of society, and leveraging the power of ethos, logos, and pathos, leaders can drive meaningful change and shape new narratives that resonate with people’s values, emotions, and reasoning.

Ultimately, the success of a narrative lies in its ability to evoke empathy, inspire action, and create a lasting impact. By skillfully crafting and disseminating narratives, leaders can challenge prevailing beliefs, foster understanding, and contribute to positive social change.

A narrative is frequently about changing the narrative


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Shahmeer Khan
Shahmeer Khan

Excellent ! Very well written your contribution to Branding Pakistan has no parallel

Last edited by AQ
Fatima Khan
Fatima Khan

Good Content and very well written.

Riaz Ahmed
Riaz Ahmed

Excellent analysis and to the point

Urmila Devnani
Urmila Devnani

Nice blog..hey would you be interested in hiring for seo based health awareness articles on the blog?

Mona Siddiqui
Mona Siddiqui

Don’t you think Imran Khan should speak the truth and not be dubious about his narrative building which is rejected by all concerned except his die hard followers.

Sebastian Chirsten
Sebastian Chirsten

This is so good “requiring actual humans to serve as our primary vehicle for effecting narrative change—people who are genuine, talented, equipped, motivated, and committed.”

Mahwish Khan
Mahwish Khan

Master Class really very well done.

Laura Araujo
Laura Araujo

Love this “the ability to learn, create, broadcast, and immerse, and to do all four things strategically.”

Ibrahim Taha
Ibrahim Taha

At least you are honest about Imran Khan’s narrative being suspicious. Good.

Mona Siddiqui
Mona Siddiqui

Imran Khan all the way Inshallah.

Farheen Khan
Farheen Khan

Beautifully written “As a result, it is usually a case of working against ourselves and our internal biases.”

Milli Joseph
Milli Joseph

Good read would love to know more about you guys

Hamid Darwish
Hamid Darwish

What an outstanding thought process.

Nadir Ercan
Nadir Ercan

Film is a great way to build a narrative. Lets collaborate.

Firat Ozcan
Firat Ozcan

Good Blog

Ramiz Dai
Ramiz Dai

Imran Khan is loved globally and a great human being in history that is why he is believed so much.

Eléa Martin
Eléa Martin

Bonjour! nice blog you are right human relationships necessiate honesty that is the best for every narrative.

Muhammad Munir
Muhammad Munir

Yes Imran Khan’s narrative won the punjab elections which prove that it is selling more than government and media against him.

Sharique Nadeem
Sharique Nadeem

Sorry but I don’t agree with your analysis about Imran Khan narrative. He is a compulsive liar and more people are now seeing it and he will lose next elections as more facts comes out about his reality

Anwer Ghazi
Anwer Ghazi

Very balanced view and learned how narrative should be in the end be human and genuine. For social media people this is the biggest challenge today.

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