Don't separate the technique out of your tales
While it's great to see leaders take on stories, it's so important to realize that simply storytelling – without the goal of teaching employees what to do in their work – defeats your purpose.
Use stories to connect employees with the strategy
I've had a few moments with clients where the power of storytelling has really resonated with their teams. One recent experience stands out. It was one of those times when a lightbulb lit up clearly.
Two senior executives I've worked with recognized the power of storytelling, especially those stories that help others get to know you better and realize their passion for business strategy. One CEO was admittedly against sharing details about himself and his family.
"What does that have to do with business?" he asked one day.
"Everything," I said.
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Employees want to get to know you before they follow you
People want to know who you are before they hear what you have to say. And for new leaders, all stakeholders ask: “Who is this person? And why should I believe them and follow them? “With all of the slides and facts and figures, charts and graphs, commitments, acronyms and videos, it's the stories that people remember and cherish.
In a recent City Hall poll, about a third of the comments focused on the CEO's personal comments. Staff used words like "refreshing" and commented that what they shared was "very different from what I thought I knew about them." Another said, "How refreshing when a human element is thrown in with business language."
And those weren't old stories. They were stories with a purpose and a strong connection to the needs of the business.
Hats off to these senior executives for their willingness to be vulnerable and to try something new. You can rest assured that integrating stories into your communication has become a standard practice.
As these leaders saw, stories make leaders human and relatable. It is therefore important to use at least one story in a targeted manner in every communication opportunity with other managers and employees. It is smart to develop a custom repertoire of stories so that you have different personal stories for different messages that you want to communicate.
Examples of possible storylines are:
| Dealing with change | Excellent performance |
| Leader in our industry | collaboration |
| Act like a leader | My role in the company |
| Find smarter processes | discovery |
| Overcome obstacles | Stand up for what you believe in |
| Make the most of a difficult situation | Take responsibility / lead |
How could your stories better connect with the strategy?
– David Grossman
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