Just be reading the transcript of Oprah’s interview with disgraced drug cheat, Lance Armstrong and was intrigued by how even he keep using the term ‘story’ and ‘narrative’ throughout the interview.

Here are a couple of examples;

Armstrong admits he was a “bully” because he tried to “control the narrative”.

“The story was so perfect for so long … It’s just this mythic perfect story and it wasn’t true.”

Fascinating.

Read more about the interview here.