This article was originally published on Forbes.com on May 28, 2025, as part of the Forbes Business Council.
In my previous article, I shared personal stories to illustrate a simple truth: nothing builds connection or inspires action more effectively than a well-told story. Stories help us move beyond data and position into real, human connection. In this piece, I want to go a step further. Let’s talk about how to craft stories that land—stories that spark trust, emotion and movement; because leaders who master that skill unlock a new kind of influence.
There’s a reason stories stick. While developing a leadership storytelling program at The Humphrey Group, I came across a concept called neural entrainment. Uri Hasson, a neuroscientist, explains this beautifully in his TED Talk. He found that when you experience something significant, your brain lights up in a specific pattern. But when you later recount that moment through a story, your brain replicates the same activity. Even more fascinating is that when someone else hears that story, the same regions of their brain light up too.
It’s as if you’re transferring the experience directly into someone else’s mind.
Now think about that initiative you’re trying to move forward. Chances are, your conviction is shaped by a personal story. If your team hears that story, they’ll feel it. They’ll begin to see themselves in it. And that’s when you stop selling an idea—now you have buy-in.
Every effective story follows a structure. I teach a simple framework to help leaders get this right. It goes like this:
That spells STORY and yes, it’s meant to be that easy to remember. If you drop one of those pieces, your story will feel incomplete. The story might wander, or worse, feel pointless. And if the listener is trying to figure out how it connects to your message, you’ve already lost them.
So here’s the takeaway: don’t just tell a story, build a message. Your learning bridges the story and the strategic point you’re trying to make.
Want your stories to resonate? Make them real. I always say the best stories are the ones you’ve lived. They include small details that activate the senses and spark memory. And they often include dialogue—those short, human lines that stick with us.
Here’s what I mean:
"As I stepped onto the stage, the lights hit my face—warm, blinding. I could hear the whispers in the audience."
Most of us didn’t just picture a moment—we felt it.
"She turned to me and whispered, 'You don’t have to do this alone.'"
Dialogue creates connection. It lets us hear the moment unfold.
Not all stories serve the same purpose. Different leadership moments call for different story arcs. In our program, we teach four common plots and the prompts that help leaders uncover them:
Start collecting stories that map to each plot. That way, you’ll have the right one ready when the moment calls for it.
Storytelling isn’t just what you say, it’s also how you say it. I teach another acronym for delivery: PAGE.
These elements add emotion, presence and clarity. And yes, it works even virtually. On Zoom, you may not be able to use your hands as much, so your voice, pacing and facial expressions matter even more. If you want a story to jump off the page (or screen), PAGE will help you get there.
One thing we always coach leaders to do is think about their audience. Who are they speaking to? What do they care about? What words will resonate?
I love explaining a story as if your listener is five years old. It forces you to simplify and strip away jargon. And once you’ve done that, you can rebuild it using language that meets the audience where they are.
This matters even more in multi-generational teams. What makes sense to a boomer might be lost on a Gen Z. Language is generational, and the wrong word can break your connection before the story begins.
And remember, different platforms need different storytelling. On Slack? Keep it short. One or two lines per STORY element. In person? Use PAGE to bring it to life.
Don’t wait until you need a story to find one. Start now. I keep a notebook: a personal book of stories. Every time something meaningful happens, I write it down. That way, I’m never scrambling. I’m prepared.
And no, preparation doesn’t make it less authentic. Authenticity comes from intention, choosing a story that fits the moment and sharing it with care. The learning is the strategic message.
The real power of storytelling is in presence. When a story is crafted with care and shared with purpose, it creates space for others to reflect, relate and respond. Whether you’re launching a strategy, leading through change or simply trying to bring people together, the right story makes your message land in a way no data ever could.
Don’t just aim to inform. Aim to move. That’s what great leadership is all about.