Abstract
Strategy texts are an important part of communicating a strategy to a range of different stakeholders including internal audiences as the organization communicates with itself (auto-communication). Drawing on the literatures on strategy-as-practice, strategic communication, and auto-communication, we analyse two related strategy texts that were produced for auto-communicative purposes as part of a strategic storytelling initiative. We show how decision-makers sought to exercise discursive control in the production of these texts using narrative structure, visual symbolism, and directive language. The analysis provides rare empirical insights not only on the use of auto-communication in contemporary strategic communication, but also demonstrates the tension between linear and dialogic communication in practice.