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The Enduring Power of a Good Story
In a world of high-tech entertainment, a single person telling a candid, personal story still has the power to captivate an audience. Stories are a fundamental way humans make sense of their experiences and connect with one another. A personal story becomes a shared story, embedding messages about group values and identity. As a leader, your stories help shape the culture you want to create.
Think of the oft-repeated stories families tell. Some are about hardship, some are about overcoming challenges. These narratives create a common language, shape a worldview, and remind everyone what truly matters. They instill pride, create bonds, and reinforce a collective identity.
How Great Leaders Use Stories
Throughout history, the most successful leaders have been great storytellers. Politicians, executives, and social movement leaders have authentically used stories for many purposes.
- Abraham Lincoln used simple, homespun stories with profound lessons.
- Franklin D. Roosevelt wove them into his Fireside Chats.
- Martin Luther King Jr.’s "I Have a Dream" speech was, at its heart, a journey story.
Many of today’s most successful business leaders are also compelling storytellers, including Starbucks’ Howard Schultz, The Corcoran Group's Barbara Corcoran, and Virgin's Richard Branson. The function of their most compelling leadership stories is to draw us in, establish trust in their character and intentions, reveal their passion and purpose, and create powerful connections. Their individual stories become collective tales that make people want to join their movements and invest in their ideas.
Finding Your Authentic Leadership Story
You have a unique journey full of experiences that have shaped who you are. Reflecting on those formative moments can sharpen your understanding of where you came from, what you learned from struggle, and what you have come to value most. When you share that story openly, others get to know who you are, which is the foundation of a trusting relationship.
The Founding Story
One common type of leadership story is the "founding story" or "origin story." Just as cultures and religions have origin stories to explain how they began and what they value, so do people. For example, Life is Good co-founders Bert and John Jacobs share their "heritage story" about starting the company from their van with just $78. This story of two regular guys stumbling along and building a company on their beliefs is authentic and helps customers connect with the brand.
Crucible Stories
Another ready source for stories is what leadership expert Warren Bennis called “crucible stories.” A crucible is a trial or a test that teaches you a great deal. Challenges that lead to new learning are an excellent source for leadership narratives.
To find your own crucible stories, think about a time when you:
- Overcame a significant challenge.
- Came to a fork in the road and made a difficult choice.
- Achieved something great with others.
- Learned something unexpected.
Developing and Sharing Your Story
The best way to develop a great leadership story is to tell it again and again. In the telling, you will discover new depths, clarify its meaning, and hone it into a stronger, more motivating narrative. You don’t have to be a polished storyteller; what’s compelling is finding your own voice and comfortable style.
When to Share Your Leadership Story
You don't have to wait for a dramatic occasion to share your story. Practical opportunities appear all the time in the workplace.
- When taking on a new position: In early one-on-one and team meetings, inject brief stories about yourself. This helps your new reports understand who you are and what motivates you, laying a foundation for trust and productive relationships.
- When orienting a new report: The relationship with an immediate supervisor is the number one predictor of job satisfaction. When onboarding a new team member, share your story to create a personal connection and clarify what’s most important to you.
- When launching a project: New projects often begin with anxiety. Use a story to remind the team that they have been part of successful, challenging undertakings in the past and can achieve great things together again.
Using stories is an essential and satisfying way to express your authentic leadership and deepen your bond with the people you lead. '''