Inspire and Influence: The Art of Storytelling in Leadership
Storytelling is one of the most powerful tools in a leader’s toolkit. Whether you’re leading a small team or an entire function, the way you communicate can make all the difference. A well-crafted story has the ability to motivate, build trust, and keep everyone focused on the bigger picture.
Once upon a time…
When I say storytelling, I don’t mean long, drawn-out tales or elaborate yarns. It’s about being clear and succinct while explaining where your audience has come from, where they are now, and where they’re headed. You see, a good story always has a beginning, a middle, and an end!
Storytelling ties back to the bigger picture, reminding people why they’re doing what they’re doing. When people understand how their actions contribute to the broader goal, they’re more motivated and invested in the work.
And remember—in business storytelling works both ways.
I’ve found that explaining complex ideas and updates to senior stakeholders—whether it’s a product launch, a program update or how a plan will be implemented—is so much simpler when told through a story. Busy executives are much more likely to remember what’s happening and why it matters when presented this way, rather than through a dry list of facts and figures.
Storytelling is just as powerful for keeping your team motivated and focused. For example, when leading a project, it’s important to constantly remind the team how their current efforts will impact long-term goals or improve customer experiences. This not only gives context to their daily tasks but also helps them see their work as part of something bigger than themselves. Understanding the “Why” behind their efforts also empowers them to make confident decisions (more on that another time!)
The Art of Rhetoric
Now, let's talk about HOW to tell your story. Storytelling resonates so deeply because it taps into emotions we’ve been sharing for thousands of years. Think about your favourite book, movie, or TV show and how well you remember the narrative arc.
That’s the magic of storytelling—it appeals to core human emotions. Aristotle called this the art of rhetoric, and the best stories are built on three pillars:
Logos – appealing to logic and facts
Ethos – appealing to trust and credibility
Pathos – appealing to emotions
When we provide updates or communicate in the workplace, too many people rely solely on logos—just the facts. But research shows that our brains are more receptive to emotions. Sure, data and facts are important, but when you’re trying to influence and persuade, ethos and pathos are much more important for winning people over.
Leading with Ethos and Pathos
Ethos is all about credibility—your trustworthiness as a leader. People need to believe in you and trust your decisions. Your stories should reflect who you are and what you value. Authenticity builds trust over time.
Most important of all though is Pathos, or emotional resonance - the emotional connection you create with people. When you tell stories that tap into shared values or common struggles, you build empathy and motivate people to take action. This emotional bond drives loyalty and fuels commitment.
Takeaways
Be clear on your own values: Make sure your stories reflect the values that matter most to you—whether it’s honesty, motivation, resilience... This builds trust with your team and reinforces the ethos of your leadership.
Balance logic with emotion: While your stories should still be relevant to the business at hand, don’t shy away from the emotional side. Remind people why they need to do something, what the benefits are, and how they’ll feel when it’s done. Data is important, but emotion influences the way people think far more.
Tie your stories to the big picture: Help people see how their efforts contribute to the larger goals. When they feel part of something bigger, their work takes on a deeper meaning and they’re more motivated to succeed.