People connect more strongly with narratives than with plain facts. That’s a fact.
People connect more strongly with narratives than with plain facts. That’s a fact.
We instinctively knew this when we wrote our first book, The Team Formula — A Leadership Tale of a Team Who Found Their Way. We chose the format of a business novel because of the power of stories. And our readers agreed — we lost count of how many times we were told, “You could have been talking about us; I recognized so many of those situations!”
And that’s the beauty of stories: They make theories and ideas real, tangible, applicable and relatable. So, we have peppered all our leadership books with narratives. And people love them.
In a world of AI, human intelligence — the human touch — is growing in importance. The human connection can build and preserve trust. If leaders rely too much on AI-generated communication, they may sound polished but not engaging. Describing that lack of human connection is hard to explain, but easy to feel.
Personal stories can bring vulnerability and real experience, helping people see their leader as a human, forging a bond. Also, consider the impact of lived wisdom instead of just shared information. AI can give fast answers (if there is correct and relevant data to access), but it doesn’t have real experience. Human stories convey context, trade-offs and values, so people gain wisdom, not just instructions.
Keep in mind that too much use of AI to draft, decide and summarize weakens people’s own writing, critical thinking and decision making abilities over time. And when people trust AI too much, they are more likely to accept incorrect, biased or harmful information without sufficient scrutiny.
The Role of Human Narratives
AI is changing leadership by creating efficiencies and providing new insights faster, allowing leaders to focus more on vision and strategy. When used optimally, AI can also sharpen our thinking, providing the opportunity to make the most of our human strengths. Integrate AI with emotional intelligence, ethics and human wisdom to lead with impact into the future.
Genuine, human narratives have an important role to play. They draw people in, engage them and put people in the characters’ shoes. Therefore, they get to experience what the character does and how they feel — and lasting learning and valuable insights follow.
Narration is hard-hitting because:
It can transport us to a different world. Indeed, narrative transportation theory shows that when we’re absorbed in a story, our attention, emotions and mental imagery create a feeling of “being there,” which opens us up to influence. As a result, we are more likely to shift beliefs and attitudes in line with the story.
It releases neurochemicals for trust and empathy. Experiments by neuroeconomist Paul Zak and others have found that compelling narratives trigger oxytocin and other neurochemicals linked to trust, empathy and effective social conduct, which in turn changes attitudes and behaviors. When we are emotionally engaged, we remember the content better, too.
It activates multiple brain systems at once. Stories connect networks for language, sensory simulation, movement and social cognition, as if we were simulating events and characters in real life. This simulation process helps us integrate the story with our own knowledge and experiences, deepening understanding.
It makes complex ideas understandable. The structure of narratives (situation, challenge and resolution) provides order and predictability, which people find comforting. This structure lets us take in intense or abstract content because it sits inside a meaningful frame rather than as isolated facts.
It builds identity and social connection. Stories convey values, norms and culture, creating shared understanding between people and across generations. Identifying with characters helps us see ourselves and others differently, enhancing empathy and a sense of belonging.
It’s a subtle but powerful form of persuasion. Because narratives rarely present themselves as arguments, people lower their defences; the immersive experience itself becomes the route through which beliefs and intentions shift. Studies show that when a story and data are combined, people are more likely to be persuaded than by data alone.
Engaging Through Narration
Narration is how knowledge has been passed on — from parent to child, teacher to student, and mentor to mentee — since the beginning of time. It’s a crucial pillar of human experience. And it works.
So, when you want to engage people around you, use stories and package your message into a narrative.
If, for example, you want team members to see the benefits of a change, share the story of how it will feel for them when the change is in place, what they’ll be able to do, and how a working day will look. Involve them in telling the story — ask them what they think it should look like and what it could mean for them.
Narration as a dialogue is powerful and inclusive.
Or if you want your leader to understand the impact of a process change on a customer, relate the customer’s story, rather than giving only the facts of the case.
If you want new employees to understand what the company is all about, share stories from the front line. Convey real examples of customers and why they chose your company, or employees’ experience of how work gets done and what the culture is like.
And if you’re the leader of an organization going through change, talk about your personal connection to the change, how it affects you, your vision for the future and how it will impact you and others.
What all stories have in common is that they touch something within us. They go deeper than just the facts. Narratives can create such sensations as a sense of recognition, a glimmer of hope and a feeling of joy, anticipation, insight or determination.
And this is why our three books — Leading Teams: 10 Challenges, 10 Solutions; The Leader’s Guide to Impact and Supercharged Leader — are sprinkled with narrative throughout. We love stories, and we know that our readers do, too.
The important thing is that stories make us feel — and we are feeling beings; it’s when our feelings are engaged that miracles happen.
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