Storytelling is a relatable, memorable way to convey information and engage peoples’ hearts and minds. Justin Irving says effective leaders master the art of storytelling to engage stakeholders in the mission of their organizations.
Storytelling can help leaders at any level of influence. And telling stories well—stories about the organization and its work—is essential at the organizational level. The importance of stories should come as no surprise to Christian leaders. The narrative of creation, the fall, redemption, and restoration, points us to the ultimate story of God’s work in redemptive history with his people.
Addressing the storied nature of Christianity, Gerald Sittser writes, “History is fundamental to the faith because Christianity tells a story—a true story as it turns out—about how God plans to redeem the world.” This story is not just about the past. Sittser continues, “What God initiated with Abraham and accomplished in Jesus he promised to continue in and through people like us, until all things are made well and whole again. We too play a part in this epic story.”
Christian leaders of organizations likewise need to get good at telling stories—true stories—about their organizations. These true stories point to the actual lived experiences of their organizations; they also point to true and convictional aspirations for the future of the organizations. James Kouzes and Barry Posner argue that “stories by their nature are public forms of communication” and that “well-told stories reach inside us and pull us along. They give us the actual experience of being there and of learning what is really important about the experience.”
Because stories have this power to reach inside people to grab their hearts and minds, they convey key information in meaningful and memorable ways. When information is communicated in the form of a story or example—not just the acts and details—people are able to remember the information with greater accuracy. Well-told stories and examples help people hear what the organization is all about, and this is true both for those inside and for those outside our organizations.
Telling the story with team members
Noting the importance of sharing stories and information with team members, Stephen Denning observes that “a carefully chosen story can help the leader of an organization translate an abstract concept into a meaningful mandate for employees.” Kouzes and Posner similarly note that “stories put a human face on success. They tell us that someone just like us can make it happen.” They highlight how these stories “create organizational role models that everyone can relate to” and “illustrate what everyone needs to do to live by the organizational standards.” Other authors note that high-performing organizations ensure the presence of open communication so that team members are able to work effectively because they have the information they need to engage in informed decision-making.
Telling the story inside and outside the organization
In addition to helping direct team members, storytelling is vital for the wider organization and for communication outside the organization. With this wider audience—both internal and external—storytelling helps to solidify the scenario the leader wishes to convey. Noting the relationship between data and story in such presentations, Stephen Denning writes, “Although good business arguments are developed through the use of numbers, they are typically approved on the basis of a story—that is, a narrative that links a set of events in some kind of causal sequence.”
For instance, organizations often report facts and figures in their annual reports. Those inside and outside the organization deserve access to such details. But wise leaders understand that it is often stories, rather than such facts and figures that compel people to act. Whether an organization leader is addressing shareholders, donors, or some other group of stakeholders, stories provide a pathway along which the significance of facts and figures becomes clear and animated for people.
Proactive listening
One final note regarding storytelling and communication to external audiences. Communication with individuals requires proactive listening and feedback, but this is also true for wider organizations and organizational leaders. We need to stay connected to those outside our organizations both through proactive listening and through proactive communication.
Noting the importance of external communication for organizations seeking new ideas and strategies, Kouzes and Posner highlight the problematic pattern of organizational leaders cutting themselves off from sources of critical information over time: “When the pressures of profit and efficiency are greatest, leaders may even mistakenly act to eliminate or severely limit the very things that provide the new ideas they need to weather the storms of uncertainty.” Kouzes and Posner continue, “Unless external communication is actively encouraged, people interact with outsiders less and less frequently and new ideas are cut off.”
Stewarding the story
Building on this idea, Mark McCloskey emphasizes the importance of effectively engaging with people both inside and outside the organization through what he calls the steward role of the leader. He observes that this steward role in leadership tells the story of the organization in a manner that matches internal organizational strengths to external commitments. Focusing on important dynamics related to an organization’s market (in the case of a business), or mission (in the case of a nonprofit), leaders must become effective listeners and effective story tellers, helping to engage the vital message of the organization in a faithful and effective manner with diverse stakeholders both inside and outside the organization.
This material is taken from Healthy Leadership for Thriving Organizations: Creating Contexts Where People Flourish by Justin Irving (Baker Academic, a division of Baker Publishing Group, 2023). Used by Permission. The book is available at Baker Publishing, Cokesbury, and Amazon.
Related Resources
- The Power of Stories by Jill Fox
- Getting Your Congregation’s Story Right by Gil Rendle
- The Power of Storytelling in Ministry featuring Jee Hae Song — Leading Ideas Talks podcast video | Podcast audio version | In-depth interview
