Stories work for leaders as a successful communication technique for several reasons. Storytelling translates dry and abstract numbers into compelling pictures of a leader’s goals. Stories convey emotion effectively, and emotion united with a strong idea is persuasive. We remember what we feel and our emotions inspire us to take action. Charts can leave listeners bemused; documents remain unread and dialogue is just too laborious and slow. Although good business cases are developed through the use of numbers, when faced with the task of persuading others to get enthusiastic about a major change, storytelling is the only thing that works. Stories are memorable: research claims that we are up to 22 times more likely to remember a story than a set of disconnected facts.
Via Gregg Morris, David Hain, Roy Sheneman, PhD