Do we give too much credit to the power of story? Did that story you told really sell that thing you’re trying to sell? Did it really help you raise those hundreds of thousands of dollars? Did it help you engage your team so well that they got that project done ahead of time and under budget?
Maybe. But possibly not.
It’s not just one story. It’s a storytelling habit over time that develops the relationships change happen. If we think of the journey people are on to get to know you, trust you, and decide you are the one they want to listen to, it’s going to take more than one story.
It makes sense. If someone were to ask you, “What’s your story?” how would you answer? What is your story? – nothing more than an attempt at curating the events of your life to date and making meaning out of all of it.
Stories make meaning out of actions. Without experiences, there is no story to tell. Humans have a fundamental need to make meaning out of things. That’s why, according to Jonathan Gottschall, we are storytelling animals.
In The Art of Memoir, Mary Karr said that a memoir starts with events and makes sense of them.
A story is our edit or curation of events. And we tell stories from three perspectives:
Our personal stories, the stories of the organization we work for, and our collective societal stories, like those in religion and culture.
The story you tell a stranger sitting next to you on the plane differs from the one you tell when introducing yourself on a Zoom call with the global team or the one you tell a room of community stakeholders about the idea you want them to act on.
And, our stories are told at three, not discrete, but overlapping levels of abstraction, from real to relatable to riveting.
- When we are real, we use story to show instead of tell.
- When we are relatable, we help people see themselves in our stories,
- And when we are riveting, we attract people by connecting our stories to a universal purpose or theme.
So it would look like this:
That means we have at least nine stories to tell: Way more than that, of course, as you’ll have multiple stories within these boxes. Our stories serve to move people on that journey from unknown to trusted mentor/guide (where you have influence because someone has established that you are real, relatable, and riveting, and therefore someone worth going out of their way to follow and listen to.
If we consider what each box holds, they are guiding principles that changemaking leaders adhere to.
The Nine Stories of Change-making Leaders
- Show instead of tell – (Credibility)
- Communicate complex messages simply. (Clarity)
- Address difficult topics proactively. (Transparency)
- Take emotional risks (Vulnerability)
- Match the story to the need (Competency)
- Make global ideas local (Proximity)
- Stand out instead of blend in (Candor)
- Have a growth mindset (Positivity)
- Articulate a vision (Purpose)
I’d add a tenth principle for good measure because the best stories aren’t always the ones we tell. They are often the ones we evoke.
- Challenge their assumptions and gather input. (Curiosity)
The most powerful stories start with powerful questions.
My book, The Power of Story, explores each of these areas, and I work with leaders individually or as a team to build out a few or all of these stories.
Join Rebecca Sutherns and me on May 7th, 4 pm PT/7 pm ET for a live Q&A regarding our Pause in Provence Retreat. Everyone should have a stable of stories they tell (or evoke from their stakeholders) so you can become the influential communicator you want to be. And sometimes it starts with the story we tell ourselves. Pause, reset, and reimagine YOUR next chapter. September 2026. Registration opens May 15th and is very limited. Register for Q&A.
Take care out there.
WHEN YOU’RE READY, HERE ARE SOME WAYS I CAN SUPPORT YOU AND YOUR TEAM.
See a video showcasing my work here and if you need help with one of the items below, let’s schedule a time to talk.
One-to-one – Powerful Presenters mentoring: Want to transform complex ideas into unforgettable messages? We’ll work together to prepare you for your next presentation.
Your Team – Power of Story workshop: I teach leaders of all capabilities how to engage authentically with their teams, community, and stakeholders to create meaningful connections that build trust, increase team engagement, and lead to better fundraising and revenue generation.
Your off-site or next event: Lead With Story keynote: My keynote is often used as a moment of connection to open events and get the creative juices flowing.
Need something else you think I can help with? I’d love to connect.
Stay in touch.
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