Organisational storytelling with cognitive work analysis: Case study of air power doctrine and strategy narrative

Abstract

In this paper, a novel application of cognitive work analysis is proposed, specifically that of organisational storytelling. Although cognitive work analysis (Rasmussen, Pejtersen, and Goodstein, 1994; Vicente, 1999) is a reasonably mature framework, having demonstrated its efficacy in relation to a range of systems and applications, its relevance to organisational storytelling has not been investigated before. Organisational storytelling is a strategy for capturing and sharing ideas in a style that makes the ideas more accessible and memorable than conventional communication strategies (Denning, 2005). Stories provide a means for expressing organisational experience, transmitting values, co-creating vision and strategy, and implementing plans and decisions. Current approaches to storytelling rely on the use of powerful examples for effective communication but, despite their potency, examples are insufficient for complex narratives such as that relating to military doctrine and strategy. For such narratives, cognitive work analysis provides a complementary solution. Cognitive work analysis is a framework for modelling the work demands of complex sociotechnical systems. Its various dimensions provide a strong theoretical lens for examining the distinctions between such concepts as a system's purposes, goals, values, principles, functions, missions, roles, and characteristics, thereby promoting the development of organisational narratives that are logical, rigorous, and coherent. Moreover, work domain analysis, the first dimension, provides a comprehensive characterisation of a system's purposes, values and priorities, functions, and physical resources. As these properties are relevant across many different actors and situations, a work domain model promotes the development of organisational narratives that can encompass the perspectives of multiple stakeholders and evolve over time. The utility of cognitive work analysis for organisational storytelling may be demonstrated with a case study of its application to inform a narrative of the Royal Australian Air Force's doctrine and strategy. Alongside the general concepts of cognitive work analysis, work domain models of Australia's Air Power and Air Combat systems were important. This framework led to a logical characterisation of the meaning and interrelationships of a variety of air power concepts such as roles (e.g., strike, control of the air), missions (e.g., offensive counter air, strategic attack), and functions (e.g., force application, force protection). It also improved the rigour with which air power concepts are described, preserving clear connections between individual concepts, such as concentration of force, and broader constructs, such as principle of war. Moreover, by establishing a thread in the evolution of air power concepts, the coherence of the narrative was strengthened. On the basis of this case study, it may be claimed that cognitive work analysis provided a useful means for organisational storytelling, having influenced the narrative of Australian air power doctrine and strategy. Its contribution to this narrative was unique, complementing the conventional operational viewpoint with a strong analytical perspective. Finally, this approach was shown to be feasible, having been achieved within specific schedule, personnel, and financial restrictions. In sum, this paper extends the application of cognitive work analysis to organisational storytelling. The value of this approach is demonstrated with a case study involving the development of a credible narrative of the Royal Australian Air Force's doctrine and strategy. One limitation of this research is that it relies on a single case study. However, having documented this new application, further case studies are likely. Future research should also explore the suitability of cognitive work analysis for generating different kinds of organisational narratives.