This book draws on examples from cannabis policy discourse and elsewhere to illustrate how individuals come to subscribe to a particular policy narrative; how policy narratives evolve; how narratives are employed in public policy discourse to compete with other narratives; and how, on implementation, the winning narrative is performed and subsequently institutionalized. Further, it explores how uncertainty and ambiguity are constants in public policy discourse, and how different factions and groups pursue different goals and aspirations. In the current climate of political reality, disputable facts and contestable goals, this book shows how different coalitions and ideologies use narratives to compete for policy dominance.