“Storytelling is the best way we have of coming up with new ideas.” Richard Branson.
Humans have used stories to explain, entertain and connect since the dawn of time, from prehistoric man seeking to understand and therefore survive the vagaries of nature and wildlife to the highly sophisticated marketing machines of modern commerce and politics.
We are drawn to the people and entities able to tell gripping, inspiring, emotional or insightful tales. Conversely, when a story seems phoney or does not make sense, we react with suspicion or fill in the gaps ourselves.
With the deafening cacophony of noise and choices we now face from a bewildering proliferation of communication media and modes, it is more essential than ever to control the narrative: to simplify the story, stand out and connect with your target audience, whether presenting to a panel or room full of people or one to one to a future customer. Adding a human dynamic and emotional connection to all your communications will give you that elusive and powerful elixir – likeability – and make it more likely you will be remembered too.
Life can easily become a messy and highly-pressured jumble of competing priorities, responsibilities and missed opportunities unless you take time to reflect on the past, focus on the now and imagine your desired future.
Self-possession begins with insight into what you are doing and why you are doing it. Only then can you communicate your own value, qualities and personal brand to others.
What is the story of you and how can you use it in your professional capacity?
Understanding yourself, your unique history, set of abilities, skills, weaknesses and limitations, what motivates you, how, where, when and with whom you work best, is essential in effective leadership and professional development.
Imagine you are recounting your life story to a new acquaintance or even a therapist.
Choose the five most formative events.
It might be a painful loss or a sporting achievement; the birth of your first, longed-for child or a moment of inspired enlightenment. Practice telling the story of each.
These events do not happen in a vacuum. How do they fit into the narrative of your life? What impact did they have on you? How did you respond? What did you learn? How can you incorporate these life lessons into the way you do business and present yourself?
Not only will understanding the story of your life help you make better decisions and hopefully refresh your own sense of purpose, sharing that story, showing your humanity and vulnerability, helps build genuine connections and trust.
Your experiences, challenges, and triumphs become relatable touchpoints, making you more approachable and memorable in professional interactions. These connections often translate into stronger networks and opportunities for collaboration.
Consider how many people you have met throughout your professional career. Hundreds? Thousands? How many really stood out? A handful? Why did they leave such an indelible impression?
The likelihood is they were good storytellers; they spoke with vigour and enthusiasm about their subject and had you fully engaged. They will also have shown a genuine interest in you and teased your story out without coming across as too intense or intrusive.
Imagine a scenario where you are at a networking event. First you meet Norman who immediately tries to sell his multinational accounting firm to you by reeling off its many achievements and his personal qualifications.
Next up is Chief Finance Officer #2, charismatic Ameera, who asks all about you, then, when you inquire how she got into her line of work, shares animatedly how she hated maths at school until one eccentrically-exuberant teacher came along and brought numbers to life. Ameena explains how she went from having panic attacks about trigonometry to seeing its artistry and tells you how it was intrinsic in great scientific discoveries in matters as diverse as mountains, music and blood. Her enthusiasm is infectious. She apologises for droning on, but you find, to your surprise, you are genuinely interested in how there could be a single equation which describes the full history of the universe. This is someone who is clearly authentic, interesting and passionate about what she does.
With which of the two would you immediately seek to connect, professionally? Want to work for or with? Which will you remember in years to come? Who would you think to recommend if asked?
If you can tell your story in a succinct, memorable way, it will travel well: your listener becomes the storyteller and your carefully crafted reputation will precede you.
Good storytelling drives productive conversations and creates lasting connections. Funny and self-deprecating anecdotes are the fastest way to get people to drop their guard and trust the speaker.
People will remember fondly “Kwame who had us all in stitches with that story about the escaped penguin” more than they will “Joan who worked at Sony for 12 years before she was headhunted by her current firm”.
What stories could you prepare for networking events, meetings and conferences to make yourself memorable? Think back to those formative moments in your life. How can you relate them to the purpose of your networking activity? Of course, trying to shoehorn a story into a conversation could be awkward but you can almost guarantee you will be asked what you do and what got you into it or what you like about it.
Don’t prepare scripted answers as they will always seem stilted but do have some story ideas ready to go – and if you feel confident injecting humour, all the better. Try not to be heard repeating your story but do refine it as you go. There is nothing wrong with a little embellishment for entertainment’s sake, as long as you keep it credible and factually accurate.
There is a very good reason why hirers don’t recruit from the page. A CV may tell the story of your professional history, a covering letter may explain why you want the job and believe yourself to be the best candidate.
Employers want to get a sense of the person and how they would fit into the company culture. It’s also human nature to seek a personal connection. Quite simply, they are looking for someone they like and might enjoy working with.
Interviewing panels will therefore rely on non-verbal clues and instincts as much as the bare facts of your education, experience and skills.
They will want to see evidence of your soft skills and that includes an ability to read a room and respond appropriately, communicate effectively, listen and understand what is being asked of you.
As discussed earlier, storytelling is not only a fast track to creating emotional connections, it is also strongly associated with memory. Research by the Stanford Graduate school of Business found a story is 22 times more memorable than facts alone. The human brain looks for a beginning, middle and end to make sense of new information and file it effectively.
Think again of the story of why you do what you do.
Whatever trajectory your professional development has taken to get you to this point, it is as unique as your fingerprint; it will have featured moments of clarity, periods of doubt, failures, triumphs, milestones and near-misses. Share some of that. Leave them with a strong feeling of who you are while demonstrating your adaptability, resilience and insight.
That means being authentic and self-aware. Prepare as described above. Take time to really think about the answer to: Why do you think you’re the right person for this job? If you don’t really know, how will they?
It is now standard interview etiquette to back up interview statements with evidence. It’s not enough to state that you have a growth mindset, you need to give concrete examples of where and when you have been able to demonstrate that effectively. Prepare compelling narratives. Telling well-constructed, honest and succinct stories will impress and endure.
Your career is more than just a series of job titles – it’s a narrative of growth, experience and expertise. By strategically sharing your professional journey you can shape a powerful personal brand. Crafting a clear narrative around your skills, values, and achievements helps differentiate you in a competitive market. Your story becomes your unique selling proposition, positioning you as an authority in your field and a person of integrity and purpose.
Think carefully about how you wish to be seen and try to convey this through your personal story in all public-facing profiles and communications, whether through your website, LinkedIn page or when introducing yourself at professional events and presentations. Keep it consistent and authentic.
Stakeholders, employees, professional contacts and customers and markets are more likely to respond positively if they respond emotionally to your clearly-defined purpose, even if your story is one that does not immediately chime with their own. People buy from people.
Leadership isn’t solely about authority; it’s about inspiring and motivating others. Great leaders use storytelling to articulate vision, convey values and galvanise teams behind shared goals. Whether addressing a team meeting or delivering a keynote speech, storytelling humanises leadership, making it more inclusive and inspiring. Leaders who master this skill can cultivate a positive, relatable organisational culture.
The most transformative leaders in business are able to share what drives and inspires them in order to drive and inspire others, often drawing on an event or time in their own life.
Every career journey has its share of setbacks and challenges. Sharing stories of resilience and overcoming obstacles not only builds credibility but also inspires others. Your ability to narrate adversity and growth demonstrates your capacity to adapt and learn—an invaluable executive trait in today’s fast-paced workplaces.
Former Starbucks CEO Howard Schultz, whose personal vision changed the way coffee is served and sold worldwide, did not need to reveal intimate personal details to explain how his humble beginnings, growing up in a poor Brooklyn housing project, fired him up to seek out possibilities in the least auspicious places.
“The more uninspiring your origins, the more likely you are to use your imagination and invent worlds where everything seems possible,” he said.
Make employees feel valued and seen by sharing their stories. Single out individuals who have gone above and beyond, analyse and celebrate their success to inspire colleagues. Naming employees and sharing a few personal details humanises your workforce, fosters a sense of belonging and comradeship and builds teams.
It may be something they have done out of work – run a marathon, volunteering overseas, having triplets. Obviously first seeking permission, sharing these details and milestones makes each member of staff feel their organisation knows and cares about them and what matters to them. It builds loyalty and will ultimately be rewarded with greater staff retention.
At its core, effective storytelling is persuasive. When you weave a compelling narrative you can influence opinions, inspire action, and drive change. Whether you’re pitching a new idea, negotiating terms, or delivering a presentation, a well-crafted story can captivate your audience making your message resonate deeply. Stories bypass mere data and statistics, evoking emotional responses that can sway decisions in your favour.
Storytelling is a skill that evolves with practice. Actively seeking opportunities to share your stories refines your communication abilities over time. Pay attention to audience feedback, refine your narratives, and experiment with different storytelling techniques. The more adept you become at storytelling, the more versatile and adaptable you’ll be in various career scenarios.
Storytelling is a strategic tool for professional growth and success. By embracing storytelling, you can forge meaningful connections, influence outcomes, strengthen your personal brand, and inspire others. Behind every successful career, organisation, product and service,there’s a compelling story waiting to be told.
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