Storytelling as a Leadership Tool: Turning Strategy into Shared Meaning
Storytelling Article 2
By Rick Aman on“Every great leader is a great storyteller. And the first and most important part of being a great storyteller is knowing what stories to tell.” — Paul Smith, The 10 Stories Great Leaders Tell
From the Cockpit to a New Beginning
As a former military pilot, I understand the discipline, focus, and sacrifice it takes to serve. Three years ago, I met Rajab, an Afghan Air Force pilot who, along with two fellow pilots, made the extraordinary choice to flee Afghanistan as their country fell. They flew three military aircraft out of Kabul, leaving their families, their careers, and the world they had known behind.
With the support of Joe and Kim from Bridge Builders, all three pilots made their way to Idaho Falls, where they began their transition to a new life. They enrolled at the College of Eastern Idaho, learning new skills and finding a place to rebuild their futures. Rajab completed his Associate of Science Degree, his wife safely joined him this year, and he is now working toward his bachelor’s degree at Idaho State University, with an internship at the Idaho National Laboratory.
Sometimes, second chances look like community colleges; places where potential is rediscovered, futures are reimagined, and lives are rebuilt.
Why Storytelling Matters in Leadership
In a world of dashboards, KPIs, and five-year strategic plans, it’s easy to believe leadership is primarily about data. And yes, data is critical, but by itself, it doesn’t inspire. Data doesn’t build trust. Strategy alone doesn’t build belief. What does?
The Story
Storytelling isn’t fluff. It’s not what you do after the serious work of leadership, it is the work of leadership. In future-ready organizations, the story is how leaders anchor people during uncertainty, communicate purpose with clarity, and create momentum for change. When leaders tell the right story at the right time, strategy takes on humanity. Vision becomes possible, and teams begin to see themselves not as employees, but as co-authors of a meaningful journey.
The Elements of a Powerful Organizational Story
Every compelling organization has three narrative anchors: past, present, and future:
Origin – Where Did We Begin?
The origin story is more than just nostalgia. It serves as a touchstone, grounding the organization in its founding purpose and values. It captures the original spark—the "why" that inspired its creation. In times of change, reconnecting with this foundational story can be a powerful way to inspire confidence and remind people of their shared purpose. It reinforces the organization’s core identity, providing clarity and direction when the path forward is uncertain.
For example: “We started in a small office with a borrowed desk and a vision to serve working adults…” In higher education, this might sound like: “The college was founded to give opportunity to those often left behind by traditional pathways, opening doors to brighter futures and second chances.”
Purpose – Why Do We Exist Today?
The present story clarifies mission and identity, grounding the organization in its day-to-day impact. It brings values to life through real, tangible examples, whether it's a student overcoming adversity, a loyal customer returning because they trust your service, a community partnership that drives local change, or a time when your team went above and beyond. These stories turn abstract mission statements into visible, felt realities that resonate with both internal and external audiences.
For example: “Rajab, a former Afghan pilot, arrived at CEI with no money and a wife still in Afghanistan. Today, he has earned his associate’s degree and is preparing to graduate with a degree in mechanical engineering while interning at one of the most complex scientific organizations in the world, Idaho National Laboratory. That’s why we do what we do, creating pathways for resilient individuals to build new futures.
Future – Where Are We Going, and Who Are We Becoming?
This is the visionary story. It’s more than just a prediction, it’s a call to action, a rallying cry for the journey ahead. It paints a compelling picture of the preferred future, inspiring commitment and aligning daily efforts with long-term goals. The best leaders craft this story in ways that are bold yet believable, challenging yet deeply rooted in the organization’s core values. This future story gives people something to belong to beyond their immediate roles, creating a shared sense of purpose and possibility.
For example: “In three years, we will be the most responsive and future-ready college in the state, offering real-world training, industry partnerships, and a culture of belonging that empowers every student to thrive. We will redefine the role of community colleges as engines of opportunity, innovation, and economic mobility.”
Three Organizations That Lead with Story
Patagonia
From its earliest days, Patagonia told a clear story: environmental responsibility, quality gear, and activism in action. Its mission is shape by the phrase: “We’re in business to save our home planet,” is more than words. It's expressed through stories of responsible sourcing of materials, public advocacy, and meaningful customer interactions, creating a loyalty that feels personal and attracts those who share their commitment to sustainability.Mayo Clinic
Mayo’s story centers on one idea: “The needs of the patient come first.” That line, spoken over a century ago by Dr. William Mayo, is still used today. Doctors and staff regularly share real patient narratives, grounding care in human connection and reaffirming their founding values. This clarity of purpose has helped Mayo Clinic become one of the most trusted names in healthcare.SpaceX
SpaceX’s story is emerging, and it’s powerful. It’s a story of bold vision and technical excellence, solving some of the most complex problems on Earth and beyond. From launching reusable rockets to planning missions to Mars, SpaceX has turned what was once science fiction into tangible progress. Their story captures the imagination and commitment of people who want to push the boundaries of human exploration.
Mechanics of Using Story as a Leadership Tool
Effective storytelling in leadership isn’t just about expressing the right narrative; it’s about weaving it into the daily rhythm of your organization. Here are some practical mechanics for using story as a leadership tool:
· Consistency is Key: Reinforce your core stories at every opportunity, whether it's in staff meetings, board presentations, newsletters, or social media. Consistent storytelling builds cultural identity and keeps your mission top of mind, creating a unified sense of purpose across the organization. Over time, these repeated narratives shape how your team and stakeholders perceive the organization’s impact and value.
· Make It Personal: Stories that connect emotionally with people are more likely to be remembered. Share moments of real impact, like Rajab’s journey from an Afghan Air Force pilot to a college graduate and intern at a world-renowned research lab. Or share the story of a student who found a second chance at a community college, transforming their life and career. These personal stories inspire action and loyalty by putting a human face to your mission.
· Tie Stories to Strategy: Use stories to illustrate strategic goals, turning abstract plans into relatable, memorable moments. If you’re pushing for innovation, share a story of a breakthrough that changed the course of a project. If you’re focused on community impact, highlight a transformation such as a partnership that brought life-changing opportunities to a rural community or a program that helped a student find their purpose.
· Invite Others to Share: Encourage your team to share their own stories, whether it’s in staff meetings, newsletters, or internal forums. This not only builds buy-in but also deepens the organization’s collective narrative. It helps everyone see themselves as part of the broader mission, strengthening team cohesion and reinforcing shared values.
· Connect Stories to Values: Remind your organization not just what you do, but why it matters. Share stories that reflect your core values in action, like a volunteer going above and beyond to support a struggling family or a student finding their passion through hands-on learning. This builds cultural strength and reinforces your mission in every interaction, aligning daily work with long-term purpose.
Final Thought: You’re Not Just Leading—You’re Narrating
“Leaders narrate strategy—they don’t just execute it.” — Alastair Campbell
Storytelling is not a soft skill. It’s a strategic one. It shapes reputation, builds trust, and fuels alignment. It turns data into meaning, strategy into shared purpose, and vision into a call to action.
Great leaders don’t just manage change; they describe it. They create a narrative that helps people see the road ahead and believe in the journey. They connect the dots between values and vision, past and future, individual and organization. They frame the challenges and opportunities in a way that inspires action, builds resilience, and creates momentum.
-------
Ready to lead your organization toward a preferred future? At Aman and Associates, we help leaders use narrative and Ikigai principles to clarify purpose, align strategy, and inspire lasting impact. Contact me today for support with board retreats, executive coaching, or futuring to help your team find their story and shape their future.
Rick Aman, PhD
rick@rickaman.com
www.rickaman.com/articles
36770