Why some leaders inspire action while others are mostly forgettable: the vital role of business storytelling

Leaders can tell stories to paint a vision or strategic direction, share a lesson, convey values or

illustrate desired behaviours. Stories also have an ability to forge deeper connections between

people, so inspiring them to focus their attention and take action. As Terrence Gargiulo said,

“The shortest distance between two people is a story.”

Stories work for leaders as a successful communication and engagement technique for several

reasons.

Firstly, stories convey emotion effectively, and emotion united with a strong idea is persuasive.

We remember what we feel. And our emotions inspire us to take action.

Secondly, stories are concrete and have the ability to transport us imaginatively to a place

where we can visualise the events being recounted.

Thirdly, stories are memorable: we are up to 22 times more likely to remember a story than a

set of disconnected facts (such as presentation dot-points).iii

Lastly, stories represent a pull strategy, unlike the push strategy used when we argue in a more

traditional way. Stories engage the listener, pulling them into the story to participate in the

conversation, rather than telling them what to think.

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