The Leader and Storytelling

“The best way to communicate with people you are trying to lead is very often through a story.” ~ Stephen Denning, The Leader's Guide to Storytelling

In his many writings on leaders and storytelling Denning seeks to place storytelling forefront in the toolkit of what he calls the ‘interactive leader’. The interactive leader “comes with a message and an agenda, but also seeks to interact with the audience and learn from their viewpoints”. Interactive leadership is amplified by the understanding of a variety of narrative patterns and how and when to best use them. In this blog, I will talk about three of them.

One powerful narrative technique is using stories to transmit organizational values. Values are more than just buzzwords or management tools; they should be lived and embodied in everyday actions. Listing values may not have much impact, but stories that demonstrate these principles in action shape the culture in meaningful ways. These narratives should inspire reflection and discussion, guiding decision-making and aligning behavior with the organization’s core values. When leaders live these values themselves, the stories become more authentic, and the culture becomes stronger and more cohesive.

Another compelling storytelling approach is collaborative storytelling, which fosters teamwork and creates high-performance cultures. Shared stories within teams help build a strong sense of identity, improve communication, and increase trust. This collaborative approach ensures valuable knowledge is passed down, especially during leadership transitions or periods of growth. By encouraging vulnerability in their own storytelling, leaders can model openness and create an atmosphere where both successes and failures are discussed openly, promoting continuous learning.

Finally, future-focused stories are essential for helping leaders articulate a vision and guide their organizations through uncertainty. Stories about potential futures not only inspire innovation but also reduce anxiety about change. These narratives should be grounded in current realities, emotionally engaging, and adaptable. Applied successfully, leaders paint vivid pictures of the future, making the unknown feel more familiar and desirable. In an ever-changing world, these stories help provide direction and a sense of purpose, guiding strategic decision-making while preparing teams for what lies ahead. Ultimately, leaders with a clear narrative vision can rally their teams around a shared goal and inspire collective action.

These and other types of stories are an important part of your leadership toolkit. Storytelling is a skill - not an innate talent. Each of us can get better at it with practice… how will you apply more storytelling in your leadership?

Some Denning quotes from The Leaders Guide to Storytelling:

“It is generally through narrative that you can activate passion and channel the passion in others for constructive purposes.”

“Anyone who has a new idea and wants to change the world will do better by telling stories than by offering any number of reasons.”

“Stories are the language of communities.”

“The best way to get humans to venture into unknown terrain is to make that terrain familiar and desirable by taking them there first in their imaginations.”