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AbstractPrior research claims that argumentative persuasion, or meaning-making, can be used to successfully intervene in organizational settings. However, it is not clear how persuasive narratives affect individuals and how meaning-making is operationalized. The present study uses linguistics and ethology research to explain how meaning is created and structured. These are alternative disciplines to the rhetoric, narrative and storytelling currently utilized in management. We explain how to reach human sensibility and how, therefore, to transform the original enquiry on focus on superficial argumentative persuasion to a focus on immanent structures of persuasion that are related to axiological choices. This shifted focus allows for the creation of potent narratives which are able to intervene in collectivities.