It might seem that tales of serpent-haired monsters turning men to stone, and vengeful gods creating cruel and unusual punishments for those that dare to cross them are a far cry from the logical and professional world of business, but you would be surprised at how deeply informed the modern world is by mythology.

As succinctly put by Forbes, “Western culture is built on foundational myths, many from the ancient Greeks, who built an amazing collection of stories to explain who we are and why we think and feel the way we do.”

Therefore it isn’t surprising that so many brands take both their name and their mythology from ancient stories – including mega brands like Nike (Greek Goddess of victory), Amazon (group of strong women warriors who were trained in combat and archery and known as the Amazons), and Pandora (mortal Pandora, AKA Pandora’s box).

But it isn’t just creative brand names that mythology can give us. It also offers timeless lessons that the business world can adapt to navigate challenges, build culture, and inspire leadership.

1. The Power of Narrative

• Lesson: Stories shape values and drive behaviour.

• Application: Just like myths gave meaning to ancient cultures, businesses can use storytelling to build strong brands, align employees, and connect with customers on an emotional level (e.g., Apple’s “Think Different” or Nike’s hero-based messaging).

2. Overconfidence and the Fall

• Lesson: Excessive pride leads to downfall (e.g., Icarus flying too close to the sun, or King Midas).

• Application: Leaders and companies must stay grounded, avoid overconfidence, and remain adaptable. Many fallen corporate giants (like Enron, Nokia and Blockbuster) ignored warning signs.

3. Transformation Through Trials

• Lesson: Heroes grow through hardship (e.g., Odysseus’ journey or Hercules’ labours).

• Application: Business resilience and innovation often arise during crises. Adversity can be a catalyst for reinvention, as seen in companies pivoting during economic downturns or technological disruptions.

4. Vision and Leadership

• Lesson: Mythical leaders like Moses or Prometheus bring vision but also bear burdens.

• Application: Great leaders articulate a compelling vision, make sacrifices, and carry the weight of difficult decisions. They inspire others to believe and follow.

5. Ethics and Consequences

• Lesson: Myths often carry moral consequences—betrayal, greed, or broken oaths bring ruin.

• Application: Ethical lapses in business (e.g., VW emissions scandal, Theranos) often lead to severe fallout. Long-term success is rooted in integrity.

6. Respecting the Unknown

• Lesson: Myths warn against arrogance in the face of the unknown or the divine (e.g., Pandora’s box).

• Application: Businesses should approach new markets, technologies, or cultural landscapes with humility and research, not assumption.

Looking to build or evolve the narrative around your brand? Learn how market research can help you to get it right.