 In that analysis these authors show that there is a design logic behind how entrepreneurs and managers perceive and explain their business model.In further extensions to the design logic, George and Bock (2012) use case studies and the IBM survey data on business models in large companies, to describe how CEOs and entrepreneurs create narratives or stories in a coherent manner to move the business from one opportunity to another.They also show that when the narrative is incoherent or the components of the story are misaligned, that these businesses tend to fail.