At uni, I majored in English literature. I spent countless hours immersed in stories that spanned centuries and continents. From Seneca to Shelley, Shakespeare to Sir Arthur Conan Doyle, I studied the works of great storytellers, dissecting themes, characters, and uncovering societal reflections. All my time was spent reading. I loved it. It taught me so much about how to view the world. Today, as the “Chief Doodler” of a creative consultancy, you might wonder how I transitioned from analysing literary classics to helping businesses tell their stories through visuals.

The answer? The linkages between literature and corporate communication are closer than you might think. One key bridge between these worlds is the sociology of literature—a lens that has proven to be a tremendous asset in my work.

The Sociology of Literature: Stories as Mirrors

The sociology of literature explores the relationship between literary works and the societies that produce them. It is a way to examine how literature, on one hand, reflects, critiques, and, on the other, shapes the cultural, political, and social realities of its time. Far from being just a collection of stories, literature is a living archive of the human experience, capturing the zeitgeist in ways both explicit and subtle.

In the corporate world, I’ve found that the same principle applies. Every report, customer letter and executive email forms part of the narrative that reflects that organisation’s culture, values, and priorities at that time. These documents, like the literature of any time period, hold a mirror to their creators and provide insight into the prevailing ethos. This might seem obvious in many ways, but take a step back and consider it from the macro lens. If you took 12 months of your organisation’s communications and you generated a word cloud from them – what would be in it? How would it compare to a competitor’s word cloud? How would it compare to your word cloud from a decade ago? 

The truth is, if you stand back far enough, sometimes what it can show us is just how the same we all are, us humans sharing our information in our workplaces day to day. While there are distinct nuances, some themes are universally human. 

Shakespeare’s Universal Themes in the Workplace

I can’t wax poetic about literary sociology and not bring up the master. Let’s look at Shakespeare for just a moment. His works are renowned for their universal themes—love, ambition, betrayal, power, and identity. They may have been written over 400 years ago, but they continue to resonate because they tap into things that remain at the heart of the human experience.

  • Ambition and Power (Macbeth): In boardrooms today, the same ambition that drives Macbeth to seize the throne can be seen in corporate leaders vying for promotions or market dominance. The ethical dilemmas, political maneuvering, and consequences of unchecked ambition are as relevant in workplaces now as they were in the Scottish Highlands.
  • Betrayal and Loyalty (Julius Caesar): Teams fractured by office politics or backstabbing reflect the betrayal Brutus inflicted on Caesar. Similarly, loyalty remains a prized quality, just as Mark Antony’s loyalty to Caesar endures.
  • Identity and Belonging (Twelfth Night): Questions of identity, impostor syndrome, and the longing to belong echo through break rooms and HR discussions, much like they did in Viola’s journey of self-discovery.

Shakespeare’s themes endure because they capture the essence of human behaviour, which transcends time and place. They remind us that, while technology and trends evolve, the fundamental challenges and joys of human interaction remain constant. And that it is the little differences that make each of our stories special. Because the further you zoom out, the more the same they all start to look. So zoom in, rejoice in the small things. 

Literature can also act as a Mirror of particularly poignant places in time: Let’s look at Kafka’s The Metamorphosis

While universal themes provide timeless insights, literature also reflects the specific anxieties and concerns of its era. Franz Kafka’s The Metamorphosis is a prime example. Written in the early 20th century, the novella tells the surreal story of Gregor Samsa, who wakes up one morning to find he’s transformed into a giant insect.

Beneath its bizarre premise, the story is a poignant critique of alienation and dehumanisation in industrialised society. Gregor’s transformation is a metaphor for the loss of individuality and humanity in a world increasingly driven by mechanisation and utilitarianism.

What Literature Teaches Leaders About Communication

Thinking of your organisation’s communications as its literature offers a valuable perspective for leaders. Imagine all your emails, executive messages, customer letters, and reports gathered into a single leather-bound tome.

  1. What Tone Would It Have?
    • Would it be warm and empathetic, or cold and detached? The tone of your communications reflects the culture you’ve cultivated and the relationship you want with your audience.
  2. Who Would the Main Character Be?
    • Is your communication focused on the customer, the employees, or the company itself? A strong narrative often has a clear protagonist—who plays that role in your story?
  3. Which Genre Would It Belong To?
    • Is your company’s story an inspiring drama of innovation, a thriller of overcoming challenges, or a comedy of camaraderie? The genre reflects the overarching message you’re sending.

Applying the Sociology of Literature to Business Storytelling

Leaders can approach their communications with a storyteller’s mindset:

  • Be Observant: Like Shakespeare or Kafka, look for the themes playing out in your organisation. Are you navigating change, grappling with identity, or striving for growth?
  • Embrace Universal Truths: Anchor your messages in themes that resonate across time—authenticity, connection, purpose, and resilience.
  • Reflect Your Unique Context: Acknowledge the specific challenges and opportunities of your industry and moment in history.
  • Tell Compelling Stories: Use characters, conflicts, and resolutions to engage your audience. Make them feel part of the narrative.
  • Make It Visual: Combining visuals with words helps to distill complex ideas into clear and memorable messages. Just as literature relies on imagery to evoke emotions, visuals can amplify the impact of your corporate storytelling.

Your Company as a Story

From my years studying literature to my work as a visual storyteller, one lesson stands out: Stories are how we understand ourselves and the world. Whether you’re a Renaissance playwright, a modern novelist, or a corporate leader, the stories you tell—and the way you tell them—shape how others perceive you and your business.

Interested in how I might be able to help you shape your story? Book a chat.