By Cheryl Robinson, , Contributor. Feb 20, 2025, 06:30am EST
Facts and figures alone aren’t enough to persuade. The most influential leaders understand the power of storytelling—not just as a communication tool but as a mindset that shapes vision and strategy. A storytelling mindset allows leaders to connect emotionally with their teams, customers and stakeholders, making their messages more memorable and impactful.
But storytelling isn’t just about crafting narratives; it’s about seeing the world through the lens of stories, recognizing patterns and communicating ideas in a way that resonates.
Stories are remembered up to 22 times more than facts alone, making them far more impactful in shaping perceptions and decisions. People retain only 5% to 10% of information when presented with raw statistics, but when that same information is conveyed through a story, retention jumps 65% to 70%. These findings highlight why leaders should prioritize storytelling to make their messages more memorable and engaging.
Embrace The Power Of Narrative Thinking
Leaders with a storytelling mindset shape information into meaningful narratives. They recognize that people remember stories better than raw data. Instead of presenting a company goal as a set of metrics, they frame it as a journey: where the company is, where it wants to go and what obstacles it must overcome.
How To Apply It:
- Start framing business strategies as stories with a beginning, middle, and end.
- Identify the “hero” in your story—whether it’s your employees, customers, or brand.
- Highlight challenges, turning points and ultimate successes to make your message compelling.
An Example:
“We knew our company had to change. We relied on traditional manufacturing processes for years, prioritizing efficiency and cost over environmental impact. But as climate concerns grew and our customers and employees demanded more sustainable solutions, we realized we had a responsibility—and an opportunity—to lead.
We set an ambitious goal: reducing our carbon emissions by 40% within five years. The path wouldn’t be easy. Transitioning to renewable energy, redesigning our products with eco-friendly materials, and cutting waste required major investments and innovative thinking. We faced unexpected challenges—supply chain disruptions and increased production costs along the way. But we stayed committed, driven by our belief that sustainability and success could go hand in hand.
We didn’t do it alone. Our employees became problem-solvers, our customers supported our efforts, and our partners collaborated to create new, greener solutions. After years of effort, we achieved our goal of reducing emissions and improving efficiency. In doing so, we built something more valuable than profits—trust and a lasting impact.”
Listen For Stories Everywhere
Great storytellers are great listeners. They pay attention to the stories around them, such as customer experiences, employee challenges and industry shifts. Developing a storytelling mindset requires leaders to actively listen and extract key themes that can be woven into larger narratives.
How To Apply It:
- Ask open-ended questions in meetings and conversations to uncover personal and business stories.
- Collect real-life anecdotes from employees and customers that illustrate your company’s mission.
- Observe patterns in challenges and successes to identify overarching themes.
Make Complex Ideas Relatable
A storytelling mindset helps leaders translate complex concepts into digestible narratives. Whether explaining a new strategy or company vision, leaders should simplify information using metaphors, analogies and personal anecdotes.
How To Apply It:
- Use analogies to compare unfamiliar ideas with something relatable (example: “Our digital transformation is like a road trip. We need a map, a destination and checkpoints along the way”).
- Share personal experiences that highlight leadership lessons or company values.
- Turn abstract goals into vivid, real-world scenarios.
Create A Personal Connection
Stories are most powerful when they evoke emotion. Leaders who share their own challenges, failures and lessons build stronger connections with their teams. Vulnerability in storytelling creates relatability.
How To Apply It:
- Share stories of past mistakes and what you learned from them.
- Highlight moments of perseverance to inspire resilience in your team.
- Use humor and warmth to make your stories more engaging.
Use Visual And Sensory Details
The best stories make people feel like they’re part of the journey. Leaders bring their narratives to life by incorporating sensory details (what something looked, sounded or felt like).
How To Apply It:
- Instead of saying, “We faced challenges last quarter,” describe a specific moment: “When we saw sales drop by 30% overnight, we knew we had to act fast.”
- Paint a picture of success by describing what achieving a goal will look and feel like.
- Use vivid language to make your messages more memorable.
Align Stories With Purpose And Values
A storytelling mindset reinforces company values and vision. Leaders should ensure their stories align with the organization’s purpose and strategic goals.
How To Apply It:
- Regularly share stories that highlight company values in action.
- Connect everyday work to a larger mission, reinforcing why it matters.
- Craft a leadership narrative that communicates your personal purpose and beliefs.
Practice And Refine Your Stories
Like any skill, storytelling improves with practice. Leaders refine their storytelling abilities by testing different approaches and gathering feedback.
How To Apply It:
- Practice telling stories in team meetings, presentations or casual conversations.
- Observe how your audience responds—what keeps them engaged? What falls flat?
- Continuously refine your storytelling techniques by studying great business and media storytellers.
A storytelling mindset transforms the way leaders communicate. The most successful leaders don’t just present facts—they craft stories that move people to action. Start seeing the world through a storytelling lens, and watch how your leadership influence grows.
Story originally featured on Forbes.com
Cheryl Robinson
Dr. Cheryl Robinson is a New York-based contributor who covers leadership, focusing on the art of pivoting and career changes since 2017. She has covered how individuals can successfully pivot in their careers. She’s interviewed influential leaders, including Maria Sharapova, Bobbi Brown, Diane Von Furstenberg and Kathleen Kennedy.
The founder graduated with a doctoral degree in organizational leadership, where she leveraged her dissertation to dive deeper into how leaders successfully pivot personally and professionally. Additionally, she published the children’s book series The Happy Habits Club, which helps kids develop their happy habits foundation. Previously, she worked in sports and entertainment, including the Super Bowl.
She also writes for Woman’s World & First For Women.
Follow Dr. Robinson for continued coverage of inspirational leaders across generations, how to pivot in your career successfully and the ever-changing landscape of new career options.
Follow me on LinkedIn. Check out my website or some of my other work.
