Organizational Narrative: Lucky Iron Fish

Lucky Iron Fish is a certified B Corp working to improve health around the world, starting in Cambodia. They’ve made a short video, with the help of Google, to tell their organization’s origin story. The video is a great two-minute organizational narrative example that uses the five parts of Joseph Campbell’s mythological story form to tell an compelling story:

  • Disharmony – People in Cambodia, and elsewhere in the world, are lethargic, stunted and mentally foggy. They are victims of the villain Anemia, a shortage of iron in the diet.
  • Invitation to adventure – A doctor discovers that cooking in cast iron pots transfers iron into the diet. He wonders if that can be used to fight anemia in Cambodia.
  • Quest, monsters and helpers – The doctor searches for a way to introduce cast iron into Cambodian cooking. During the search he encounters the monster of inconvenience – cast iron pots are heavy for Cambodian women to carry. He responds by making a cast iron block that women can drop into their existing cooking pots. Here, he meets the monster of indifference – the iron block is ugly and uninspiring. He finds a helper in Google (this video is partially a Google promotion, after all).
  • Theft of the magic elixir – With the help of Google, the doctor discovers the magic elixir: casting the iron in the shape of a lucky fish, to tap into the culture and beliefs of Cambodia. Families now readily use the Lucky Iron Fish in their cooking.
  • Harmony restored – Anemia is now virtually gone in the test areas. People are clear-headed, healthy and energetic.

Lucky Iron Fish has another short video showcasing their marketing, which touches on many aspects discussed in the business solution to poverty: design, manufacturing, distribution, promotion, scale, research.

Any small enterprise, not just those in the social and public, can learn from following the organizational narrative example of Lucky Iron Fish.

Anemia is a problem worldwide. If you struggle with iron deficiency, order yourself a fish today.

(If you’re interested in learning more about organizational storytelling, download my free e-book.)


Do you need help in developing and applying your organizational narrative? Check out my fixed-rate services.

1 Comment

  1. […] Lucky Iron Fish: Working with local Cambodian culture to beat anemia […]

    Reply

Leave a Reply

Your email address will not be published.

I accept that my given data and my IP address is sent to a server in the USA only for the purpose of spam prevention through the Akismet program.More information on Akismet and GDPR.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Scroll to top