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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