5 Storytelling Tips Every Leader Should Know

Recently I bumped into someone who had heard me speak two years ago. The very first thing they said was, “I still remember the story you told about falling off your bike.”

But here’s the best part, they didn’t just remember the story, they remembered the lesson behind it - and the action it pushed them to take.

For two years, that story has been reminding them to bring their company values out to play until those values become second nature.

That’s the power of a good story. It sticks. It nudges. It moves people.

It’s why at least half of my books, talks, and training sessions are packed with stories. Not because they’re fun (though hopefully they are), but because they make the important things unforgettable and actionable.

In this blog, we’re diving into why storytelling matters, and how you and your fellow leaders can use it as your secret weapon to inspire, connect, and lead with real impact.

Why Storytelling Matters

Here are four reasons why storytelling is important, and what it can do for you as a leader and your people:

1. Stories make information stick

Research from Stanford Graduate School of Business shows that people remember up to 22 times more from stories than from facts alone. That’s because the human brain processes stories through multiple sensory and emotional pathways, which helps convert information into long-term memory - unlike data or bullet points, which fade quickly.

2. Stories build emotional connection

Neuroscientist Paul Zak’s research shows storytelling triggers the release of oxytocin, the hormone linked with empathy, trust, and cooperation. And because of this, when leaders share real stories, they create emotional alignment, not just intellectual agreement, something any leader aims for.

3. Stories cut through complexity

As leaders, much of what we need to communicate can be technical, abstract, or complex - which makes it difficult for people to grasp what truly matters. Stories solve this. They simplify without dumbing down, turning ideas and values into something tangible and relatable.

4. Stories inspire action

According to Harvard Business Review, stories activate the brain’s mirror neurons, causing listeners to experience the events as if they were happening to them. This matters because when people feel a story, they’re far more likely to be moved by it - and to act on it.

This means that stories don’t just communicate information, they spark motivation, shift mindset, and encourage behavioural changes. In fact, according to a study done by Stanford, messages delivered as stories are up to 7 times more persuasive than those built on facts alone.

How to Use Storytelling

Here are five simple ways to weave storytelling into everyday leadership:

1. Tell stories that show behaviours in action

Stories are most powerful when they make values and behaviours visible. Instead of telling people what “good” looks like, show them through a real moment they can recognise and learn from.

Look for small, everyday examples during your week - a decision someone made, a conversation you observed, or a moment where someone lived your values. You don’t need a dramatic arc; a short, clear snapshot is enough.

A simple structure helps:

• What happened?

• What did you notice?

• Why did it matter?

Example: “Last week, one of our engineers paused a deadline to flag a safety concern. It wasn’t easy, and it slowed things down, but that one decision shifted how the whole team responded. It reminded me that doing the right thing matters more than doing things fast.

2. Pair data with human stories

Data gives credibility, but stories give meaning. Numbers explain what happened; stories explain why it happened and who made it possible.

Whenever you share metrics, results, or performance updates, anchor them in a human moment. This helps people connect emotionally and see how their individual actions contribute to the bigger picture.

Ask yourself: Who was behind this result? What decision or behaviour made the difference?

Example: “We saw a 15% increase in efficiency this quarter. Behind that number was Tom’s idea to redesign the workflow - and his willingness to test it, get feedback, and keep improving it.”

3. Share your failure stories

Storytelling isn’t just about success. Sharing moments where things didn’t go as planned - and what you learned - builds trust, humility, and psychological safety.

When leaders talk openly about mistakes, it gives others permission to learn rather than hide. The key is to focus less on the drama of the failure and more on the insight that came from it.

Keep it honest, reflective, and grounded in learning.

Example: “I once rushed a decision because I wanted to look decisive. I hadn’t listened properly, and it backfired. That experience taught me to slow down, ask better questions, and involve the people closest to the work.”

4. Invite others to share their stories

It isn’t just about the stories you tell, it’s about the stories you create space for. When people share their own experiences, lessons, and proud moments, it builds connection, engagement, and trust across the team.

Make storytelling a regular part of meetings, check-ins, or retrospectives. Keep the prompts simple and open, and listen without interrupting or correcting. This not only surfaces insights, it helps people feel seen and valued. Try prompts like:

• “What worked well for you this week?”

• “What did you learn from a recent challenge?”

• “Who made a difference for you this month - and how?”

5. Keep it real, short, and sensory

The stories people remember aren’t long or polished, they’re real. Authenticity always beats perfection.

Adding small sensory details helps people picture the moment and feel emotionally connected: what you noticed, what you heard, or how it felt at the time. Avoid jargon and abstract language. Speak like a human, not a report.

If people can see the moment in their mind, the story will stick.

Final thought

You don’t need to be a novelist to be a great storyteller. You just need to notice the everyday human moments - the wins, the mistakes, the lessons - and share them with purpose.

Next time you start a meeting, write a report, or give feedback, pause and ask:

“What story could bring this to life?”

Because when you use storytelling well, you don’t just communicate information -

you ignite understanding, connection, and action.

If you'd like to discuss having us deliver a talk or workshop at our company or event, using the power of storytelling, contact us. We'd love to partner with you.