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This intervention study outlines the continuing journey of a university towards its sustainability potentiality. We introduce the importance of sustainable development and link it to our intervention study of potentiality for sustainability from a Heideggerian phenomenological perspective. Through a case study of sustainability at New Mexico State University, we provide an insight into the development of a new dimension of university sustainability interface. This interface exists in terms of a dialogic of sustainability, as it relates to the balancing of competing needs, such as efficiency, heart, and brand identity. An important aspect of this interface is intervention, highlighting new possibilities for the top administrators regarding the university's goals and environmentalities. A qualitative and interpretive approach using ontological storytelling inquiry is employed. Data for the study were collected through in-depth interviews with university members from all hierarchical levels. This article raises interesting ontological issues for sustainability researchers, and has implications for strategy as practice.

Storytelling helps clarify the concealed or less visible elements of reality in its authentic context. Story analysis read between the lines of written or oral narratives to obtain richer understanding of an event. However, storytelling practice is a double-edge sword. Skilled storytellers may employ the power of storytelling to reframe an event in a favorable or undesirable way.

In contemporary business world, corporations broadly employ expert authors who proficiently apply storytelling practices in corporate public documents. Accordingly, corporate public documents declare desirable corporate image and promising reflection of business activities hence the corporate attracts more stockholders and obtains extra resources.

In current business world, corporates that do not appropriately employ storytelling would fail to take the opportunity to brainwash stockholders, hence suffer from competitive disadvantage.

This case study analyses Sears Holdings Corporation public report to explore how its business activities are revealed to public stakeholders. This study also proposes hypotheses of the consequences of ineffective storytelling.

Quantum storytellers understand that there are infinite patterns in large datasets that might be labeled “stories” according to the terminology of large data analytics. Big Data analysts attempt to find background stories from data. Contrastingly, we as quantum storytellers, claim that data obtained from stories are more valuable to organizations than the stories produced by data. This approach, however, faces a major challenge: veracity of subjective story analysis. Accordingly, we propose 10 metrics for the analysis of stories and mining data from similar open-ended sources in order to develop a framework that creates shared understanding of stories at workplace. The chapter proposes the metrics to launch and apply the analytic tools.