The Studio | Alif Narrative Intelligence

The Studio

Alif is a narrative intelligence studio founded by Imane Terrab, PhD. We work at the intersection of organizational consulting, narrative inquiry, and learning design.

About Imane Terrab

Imane Terrab is a researcher, practitioner, and writer working at the intersection of narrative inquiry, management theory, and organizational transformation. She holds a PhD and has spent over a decade working with leaders and organizations navigating complex transitions.

Her work draws on traditions in narrative inquiry, sensemaking theory, organizational psychology, and adult learning. She is particularly interested in how narratives operate at the intersection of identity, culture, and strategy — and what it means to work with them deliberately in organizational contexts.

Before founding Alif, she worked as a strategy consultant, a learning designer, and a researcher. She has worked with organizations across sectors including technology, finance, healthcare, and the public sector.

The name Alif

Alif is the first letter of the Arabic alphabet. A single vertical stroke. A starting point. It represents the beginning of language, the origin of meaning, the place from which all stories start.