About this series: In 2024–2025, Eraneos conducted research into the behaviors of effective leaders. Based on the insights gathered, we created a five-part article series exploring what today’s leaders need to truly make an impact.
In this third part, we focus on another critical leadership behavior that emerged from our research: the ability to tell a compelling story. Eraneos carried out research into key leadership behaviors for 2024–2025. The results clearly show where leaders must grow to guide their organizations through complex transformation. One essential capability stands out: storytelling.
Why storytelling matters in leadership
Our research confirms what many leaders intuitively know: people look to their leaders for more than just direction, they seek meaning. Employees crave compelling stories about the organization’s purpose, the journey ahead, and their individual role within it. Yet only 48% of respondents say their leaders consistently share inspiring stories. A small majority, 52%, find leadership storytelling to be lacking or infrequent. This insight signals a clear opportunity. Leaders who master storytelling can significantly improve engagement, decision-making alignment, and collective energy for transformation.
A change story creates continuity in uncertainty
In today’s dynamic environment, a strong change story serves as an anchor. It bridges the present to the future and translates strategic intent into emotional resonance. It answers vital questions:
– What is our purpose as an organization?
– Why must we change?
– What will success look like?
– And: what role do you [the audience] play?
A well-crafted change story does not simply describe the destination, it builds belief in the journey. And belief leads to behaviour aimed at making the journey successful.
From purpose to impact
Most organizations can articulate their purpose. Few translate it into a story that mobilizes hearts and minds.
A strong change story outlines what must change, why it matters, and what the envisioned future looks like. It should reflect the personal convictions of the leader and be constructed with the people in mind. Passion and clarity are non-negotiable ingredients.
When leaders tell these stories consistently in team meetings, town halls, and informal moments, they reinforce a shared direction. Over time, the change story becomes embedded in the organization’s culture and decision-making fabric.
How to build your change story
Building an effective story starts with reflection:
- List what you’re proud of in your organization.
- Write down what frustrates you and what no longer fits.
- Use personal anecdotes that your people will recognize and relate to.
From there, build the story in three phases:
- Start with shared ground: Reflect what people already know and feel. Highlight what works well today and name the recognizable tensions or frustrations that require change.
- Describe the challenge: Focus on the essential elements your people must understand to grasp the why behind the change.
- Present your response: Offer a clear path forward, structured around three key themes. This keeps your story simple and easy to remember. Use these themes as anchors for repetition and clarity.
This structure allows you to return to your story again and again, each time reinforcing your message with familiar “soundbites” that stick.
So ask yourself: What are we really trying to achieve? How are we telling that story? And… is our story strong enough to move people?
Practical do’s and don’ts of leadership storytelling
Years of building change stories with clients have taught us what works and what doesn’t. Don’t overload with PowerPoint slides and strategic jargon. Avoid abstract or generic language. Don’t deliver the same story to every audience without tailoring it to that audience. Do start with a “wow” insight, something surprising and relevant. Use a key fact or statistic to make your point clear. Make a direct link between purpose and the need for change, using real, relatable stories from your experience. Craft memorable soundbites, short, powerful lines that people repeat. Ensure you share what you personally will do and why it matters to you. Be human: passionate, vulnerable, and clear.
Next steps: embed storytelling into your leadership
To make storytelling a strategic asset in your leadership toolkit:
- Write your change story: Take time to articulate your vision in narrative form purpose, now, future.
- Practice your delivery: Use feedback from trusted colleagues to refine your tone, clarity, and authenticity.
- Weave stories into everyday moments: Open meetings with anecdotes, reference your themes in informal conversations, and share progress against your story.
- Cultivate a storytelling culture: Encourage leaders at every level to build and tell their own stories aligned with your overarching narrative.
- Measure resonance: Gather input from teams. Are they inspired? Can they retell the story? Are actions aligned?
Final reflection
Leadership is about guiding people through change and that begins with making change meaningful. So ask yourself: What are we really trying to achieve? How are we telling that story? And… is our story strong enough to move people?
At Eraneos, we believe the leaders who inspire, engage, and connect through storytelling are the ones who shape lasting impact. The story you tell today sets the course for your organization’s future. Make it count.
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