Ideas have changed the world, often rewritten the future. Part of the work of a leader is to bring these ideas to life. These ideas are mostly adopted based on how they’re communicated, which makes storytelling a vital skill for any leader. Leaders influence when they reach people in ways that help them to understand, convince them, and inspire them to act.
We’re hardwired for stories. A story does what facts and statistics never can: it inspires and motivates.
When a brain hears facts, the Broca and Wernicke areas (the regions that process language) are highlighted. But, when the brain hears a story, every part of the brain that's involved in an experience lights up. This includes the sensory cortex, the frontal cortex, the pre-frontal cortex and more! (NYT) This is one of the many reasons stories tend to stick in the brain longer than facts and more proof of why storytelling is vital for any leader.
Facts enter as disparate data points; stories connect the dots.
A study at Princeton University found that when sharing or listening to a story, the same areas of the brain light up in the storyteller and the listener.
“When the woman spoke English, the volunteers understood her story, and their brains synchronized. When she had activity in her insula, an emotional brain region, the listeners did too. When her frontal cortex lit up, so did theirs. By simply telling a story, the woman could plant ideas, thoughts and emotions into the listeners’ brains.”
— Uri Hasson, neuroscientist at Princeton
Storytelling as a leader builds trusted and authentic connections, fostering an environment of sharing, mutuality, and trust. Here are three stories every leader should share:
Origin story
There is a quote by antoine de saint exupéry “If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea”. That’s what the origin story is for. An origin story helps others understand how a leader came to be who they are and what led them to where they are now. It reveals and gives insight into a leader’s motivations. Sharing the origin story helps a leader establish credibility, build trust, and inspire others.By showing vulnerability and authenticity, a leader can build trust with followers and inspire them to overcome challenges and achieve their goals. An origin story is a powerful tool that leaders can use to connect with their followers and inspire them to reach their full potential.
Failure story
Modeling vulnerability is one of the most powerful things a leader can do. Willing to share your shortcomings and how you’re working to improve them builds a culture of trust. Knowing that recovery is possible after failure generates psychological safety and allows people to take risks and innovate. Early on in my career, I was given a big responsibility to work on a GTM strategy in a completely new market. I focused entirely on the product, not the target customer. I spent way too much time on the low-level details, and ultimately ended up duplicating most of the playbook from the existing market. I was shocked and embarrassed when the launch tanked, 100% sure I’d be out of a job. I had to acknowledge the failure, apologize for it, discuss it over and over again. It was incredibly hard for me. Eventually I worked through it and learned a lot in the process.
A failure story demonstrates that a leader has experienced setbacks and developed the resilience and determination, while cultivating hope and trust.
Good work story
Telling stories about people doing good work boosts morale and motivation, promotes best practices plus it builds a sense of community and collaboration. The mission, vision and values are just words until they’re exemplified by someone. By recognizing and celebrating the achievements of individuals and teams, leaders make the mission and vision of the organization meaningful. These stories also create a positive work environment, inspire others to adopt similar approaches, foster teamwork and mutual support.
Stories can serve many purposes, but ultimately they make an impact, which is why every leader should have an arsenal of stories at their disposal.