Strategic narratives are employed by political actors as tools to pursue their goals, constructing a shared meaning of the past, present, and future in order to shape behaviour. Building on discourse analysis of the magazine Dabiq and from in-depth, semi-structured interviews conducted between 2018 and 2019 with IS civilian employees and civilians living in IS-controlled territory, we analyse how IS organised its strategic narrative of governance and statebuilding around three main themes considered as central in the statebuilding literature – the provision of security, the provision of basic services, and social cohesion – and how such a strategic narrative was received by citizens living in IS-controlled territory. We argue that the study of strategic narratives of governance and statebuilding casts light on the factors leading to the success or demise of emergent statebuilding efforts, equally demonstrating how IS’s project is quite conventional when compared to other mainstream statebuilding narratives.