Successful leaders motivate their teams with stories that paint the picture behind the organization’s mission, purpose, and vision. People don’t care about how they’re supposed to do their jobs until they understand why they’re doing it.

Stories evoke emotions that make people feel more deeply, making them more likely to internalize the habits and practices that will move the brand forward.

Stories of overcoming obstacles provide a dramatic arc to the narrative we tell the world. Inspiring storytellers don’t avoid the difficult parts of their arc, but rather embrace every step as an opportunity to transform, grow, and to make a deeply meaningful emotional connection with their audience.

A business, by definition, exists to make a profit and the world’s best corporate storytellers acknowledge as much. What sets them apart is what they do next. They wrap their product, service, company, or cause with a vision and a purpose that goes well beyond making money.

Business, like life, is all about how you make people feel. Stories help people feel more deeply and help to internalize the behaviors your team is expected to model.

Storytelling is not something we do. Storytelling makes us who we are.

A company leader, by definition, sets the vision. But vision falls on deaf ears if not accompanied by a compelling backstory.

Analogies help us connect abstractions to stored knowledge. The analogies stamp the content into our brains.

Stories act as a flight simulator for real-world scenarios.