This article explores the role of framing in mobilizing and transforming narrative resources. It draws on in‐depth studies of two different workplace unions within the same multinational company in Canada. We conducted interviews with managers and trade unionists at different levels over a number of years of observation. Each of these workplace unions mobilizes new repertoires of action to enhance its capacity to act. Yet they differ considerably in their capacity to renew their narrative resources. Whereas one of the workplace unions still relies on an exclusive and restrictive narrative, the other union has evolved towards a more encompassing and inclusive narrative. This article argues that strategic capabilities are a key variable in understanding the processes through which narrative resources change and are mobilized.