Leadership storytelling helps people understand not only what you’re saying, but why it matters. When leaders rely only on facts and data, they often miss opportunities to build trust, increase buy-in, and make their message memorable. By developing a library of authentic stories, you can strengthen your leadership communication and create the shared understanding that moves people to action.
“Executive storytelling is so important, but my senior leadership just doesn’t get it. How can I explain why it’s important to them?”
This was a conversation I had with a past client.
What is Storytelling? A story is a moment in time when something happened and you were changed as a result. Professionally, it looks like:
- An example of a client you’ve worked with and their transformation
- An experience you had that shaped your leadership style
- An experience from childhood that shaped your values
Why storytelling?
Why do we tell stories? It’s our oldest form of education. It neurologically makes us connect, and from a strategic perspective, it creates a feeling of commonality and shared values.
One of my clients, a financial advisor, once said to me, “I have my top ten list of go-to facts that I use with clients. I should come up with my top ten list of stories.”
Here’s an uncomfortable realization: I recently spoke to a group of young professionals I had worked with two years prior. When I asked them about the strategies I taught them years ago, they couldn’t remember. But every single person remembered my personal story.
The cost of not telling stories
When you can’t tell stories effectively, you lose buy-in, which slows down implementation and creates silos. People forget what you say, so you waste time repeating information. Used effectively, stories bring people together, help them remember key points, and create a shared sense of purpose, which makes everyone move forward more effectively.
Start building your own story library this week
Start to incorporate more stories into your meetings and presentations. My research on the science of believability shows how important tapping into shared values is to create commonality between you and others. That’s where stories come in.
This week, start your own story library. Set aside 20 minutes and write down five stories you can draw upon in presentations, client conversations, team meetings, and interviews. You don’t need polished speeches – just memorable moments that reveal your experience, your values, and what you’ve learned.
Start with these five prompts:
- Why did you choose your profession?
- Which client success story still makes you proud?
- What failure taught you an important lesson?
- What experience shaped your leadership style?
- When did one of your core values become clear?
Then ask yourself one more question before your next meeting or presentation:
Which story will help my audience understand not just what I’m saying, but why it matters?
The right story doesn’t replace facts or data. It makes those facts come alive. It builds trust, helps people connect with your values, and creates the shared understanding that moves teams—and organizations—forward.
~Allison
P.S – While being inducted into the CPAE Speaker Hall of Fame last week, my acceptance speech was a series of stories. Stay tuned for that video when it becomes available.
WATCH: How to Turn Talking Points into Human Connection
Once you’ve identified your stories, the next challenge is knowing when—and how—to use them.
Stories become even more important as you move into senior leadership. You’re often responsible for communicating your organization’s vision.
Many leaders assume the goal is to deliver the organization’s message exactly as it’s written. In reality, people connect more deeply when leaders make that message their own.
In this video, I share why personal stories help leaders move beyond talking points and create the trust that brings people together.
