Why Storytelling Matters when communicating change
Humans are wired for stories. From the fairy tales we hear as children to the books, podcasts and films we’re drawn to as adults, stories are how we make sense of the world.
They help us:
Make meaning from complexity
Understand different perspectives
Feel, not just think
This is especially important during times of organisational change. Change initiatives are often communicated through plans, milestones and messages — all necessary, but rarely enough on their own.
Stories help people connect emotionally to what’s happening, not just intellectually. They turn abstract strategy into something human, relatable and real.
Storytelling and Organisational Change
Some of the world’s most successful organisations use storytelling deliberately to support transformation. Not as spin, and not as corporate theatre — but as a way to:
Build trust and credibility
Create shared understanding
Reinforce purpose and direction
Help people see their role in the change
Good storytelling bridges the gap between what the organisation wants to do and how people experience that change day to day.
The Neuroscience Behind Storytelling
There’s also a compelling neuroscience reason why storytelling works so well.
When we hear facts and data, only the language centres of the brain are activated. But when we hear a story, multiple areas of the brain light up — particularly those linked to emotion and memory, including the limbic system.
This is why stories are:
More engaging
Easier to remember
More likely to influence behaviour
In simple terms, people may understand a PowerPoint slide — but they remember a story.
Helping Leaders Feel Comfortable with Storytelling
When Howard and I work with leaders, one concern comes up again and again:
“I’m not a natural storyteller.”
Others worry that their experiences aren’t interesting enough, or that storytelling means being theatrical or over-polished.
In reality, effective storytelling in organisations is often very simple.
It can be:
Framing feedback around a real example
Sharing a short anecdote to explain a complex idea
Talking honestly about a challenge and what was learned
Describing a moment that brought the strategy to life
With the right structure and a little confidence, every leader can use storytelling to communicate more clearly and connect more meaningfully.
Bringing Storytelling Into Your Change Communications
If you’re leading or supporting change, storytelling can help you move beyond information sharing and towards genuine engagement.
Used well, it supports:
Clarity in times of uncertainty
Trust when decisions are difficult
Commitment when change feels hard
It’s not about abandoning data or plans — it’s about giving them context and meaning.
Download Our Free Storytelling Guide
If you’d like to bring more storytelling into your corporate or change communications, we’ve created a short, practical guide packed with ideas you can try straight away.
