2 Stories Every Leader Needs to Tell

Leadership is about more than achieving goals—it’s about forging connections, inspiring action, and driving change. One of the most powerful tools in a leader’s toolkit is storytelling. 

Whether you need to align a team in pursuit of a shared vision, collaborate more effectively with a colleague or earn a customer commitment, storytelling bridges the gap between strategy and emotion, helping people understand and embrace your vision. Storytelling and leadership are deeply connected, and the importance of storytelling in leadership cannot be overstated. It humanizes leaders, builds trust, and motivates people. 

Unfortunately, effective storytelling is a competency that is largely underdeveloped. Gallup research found that only 13% of employees strongly agree leadership communicates effectively with the rest of the organization, and only 22% of employees strongly agree that leadership has a clear direction for the future of the organization.

That’s a failure to communicate, or at least communicate effectively. 

Why Is Storytelling Important in Leadership?

Leaders influence when they reach people in ways that help them to clearly understand, enable them to connect, and inspire them to act.

The power of storytelling in leadership lies in its ability to transcend data and logic. Stories create meaning, evoke emotion, and drive action. They transform leadership from a transactional role into a deeply human one.

When leaders tell great stories, they foster a culture of trust, transparency, and engagement. Teams feel inspired, aligned, and ready to take on challenges. That’s the true impact of storytelling and leadership.

In our work at ImpactEleven, we’ve seen   how investing in better storytelling skills

 can serve as a catalyst to instill confidence and inspire leaders to communicate in a way that connects more deeply with stakeholders. 

Research backs this up. Public speaking with an emphasis on storytelling is one of the foundational skills CEOs and other leaders need to master in this decade, according to a McKinsey study of 18,000 business professionals across 150 countries.

Storytelling in leadership development is not just a “nice-to-have” skill; it plays an essential role in every element in our Leadership Competency Model.

Leadership Storytelling Examples: 2 Stories You Need to Learn to Tell

While every leader will have their unique anecdotes, two types of stories consistently prove essential for effective leadership: Origin Stories and Growth Stories. These narratives work together to connect your past to your future, fostering trust and inspiring those around you to believe in the mission. Let’s explore why these stories matter and how to craft them effectively.

Your Origin Story

An origin story is where your leadership journey begins. It explains your values, the pivotal moments that shaped you, and the motivations that drive you. This narrative connects you with your team by making you more relatable and human.

Consider Satya Nadella, CEO of Microsoft, who does a brilliant job of telling his origin story in his keynote addresses. He shares personal experiences and values, creating an emotional connection with his audience while setting the stage for his message. 

As you craft your origin story, reflect on these key elements:

• Defining Moments: Identify three pivotal experiences in your career. How did they shape your leadership philosophy?
• Overcoming Challenges: What weaknesses have you turned into strengths? How did those challenges refine your approach?
• Influences and Mentors: Which people or events inspired you? How have they guided your journey?

Your origin story doesn’t need to be dramatic. It simply needs to be authentic. Sharing your journey builds trust and creates a foundation for meaningful connections within your organization.

Your Organizational Growth Story

Your growth story is a vision for the future. It’s how you communicate where your organization is headed and how you plan to get there. 

In his first quarterly earnings call with Wall Street analysts as Starbucks CEO Brian Nicoll offered investors and employees alike something they’ve long been longing for: clarity and decisiveness.

He outlined his Back to Starbucks plan in detail on the earnings call. And even more important, he cut a figure as a decisive CEO who knows how to communicate a path forward.

“It is clear we need to fundamentally change our strategy to win back customers and return to growth,” Niccol told Wall Street analysts.  The focus on returning to a “welcoming coffee house,” and a clarity about that vision, is exactly what Starbucks employees and customers alike need after an extended period of tumult.

Why is the Growth Story so important? It fosters alignment, momentum, and enthusiasm. It reassures employees during uncertain times and inspires confidence among stakeholders. Sharing this narrative consistently builds clarity and excitement around your mission.

To develop your growth story:

• Envision the Future: What does success look like for your organization? How will you achieve it?
• Communicate Consistently: Reinforce your vision regularly to keep teams aligned and motivated.
• Engage the Heart: Facts and figures matter, but emotion drives action. Frame your growth story as a movement that inspires collective effort.

By sharing how we plan to grow and expand our impact, we energize employees, customers, and stakeholders alike.

Dare to Be Vulnerable

The most compelling stories come from a place of authenticity and vulnerability. Sharing your origin story or growth story may feel uncomfortable at first, but vulnerability is a powerful connector. It helps others see you as approachable and relatable, encouraging trust and engagement.

One of my clients once told me, “I don’t think in stories.” But with coaching, he realized that his reluctance wasn’t about a lack of stories—it was about discomfort with being vulnerable. By embracing storytelling, he transformed his leadership approach, connecting more deeply with his team.

Telling your story as a leader is about more than just words—it’s about influence, connection, and purpose. It’s how you build bridges with your team, inspire stakeholders, and create a legacy. It’s an essential practice for human centered growth.

The best leaders aren’t just strategic thinkers—they’re great storytellers. Take the time to master this skill, and you’ll unlock a new level of impact.

I invite you to reflect on your own leadership storytelling. What’s your origin story? What’s your vision for the future? Write them down. Share them often. And watch how they transform your relationships and results.

Start Telling Your Own Leadership Stories Today

Stories create energy, alignment, and purpose within your organization. They connect people to your vision and inspire them to act. By sharing your origin and growth stories, you’ll lead with greater influence and build stronger relationships.

This week, commit to going beyond facts and figures. Share your leadership journey and vision for the future in a way that inspires and connects. After all, the most successful leaders are those who tell stories that empower others to believe in themselves, their team, and the mission.

If you’re ready to refine your storytelling skills and lead more effectively, start exploring your stories today. Whether it’s reflecting on your defining moments or envisioning your organization’s future, your story has the power to inspire—and that’s where great leadership begins.

If you’re interested in improving your leadership communication, presentation and storytelling skills, I invite you to explore the ImpactEleven Academy where you can learn how to communicate with clarity and confidence in high-stakes moments, from corporate presentations to sales pitches.