Reader beware: Doing business with a store(y) of knowledge

Abstract

This article analyzes “A Toy Stor(e)y” as an implied promise to offer knowledge about entrepreneurship. At face value, and in the narrator's words, the takeaway or moral of the story is, “If you don't know anything, it pays to be absolutely lucky.” As experts of knowledge creation as well as that specific field, entrepreneurship, devoted to the intelligent pursuit of business ideas, we are obliged to take further stock of this store of knowledge. This article draws on traditional methods of narrative analysis to enhance the purchase of practical knowledge in “A Toy Stor(ey)” and in business cases generally.