Why your message needs a story (and how to find one)
In many organisations, there’s a quiet but persistent belief that holds communication back: storytelling is only for big, remarkable moments.
It’s the reason many professionals dismiss the idea altogether. If there’s no dramatic success story or perfectly packaged case study, then there must be no story to tell, but this assumption misses the point.
The stories that make messages stick in the workplace are usually the simple, familiar, and grounded in everyday experience ones. Especially in an environment where employees are navigating constant change and an increasing volume of information, because it’s this familiarity that captures attention and builds understanding.
Why information alone isn’t enough
Workplace communication is typically designed for efficiency, with structured, concise, and carefully worded slide decks, summaries, and dot points. Though this approach ensures clarity, it unfortunately often falls short in one critical area: retention.
People may understand the information in the moment, but that doesn’t mean it stays with them. In fact, what tends to endure is not the information itself, but the meaning behind it. However: storytelling bridges that gap. It makes abstract ideas into something tangible, helping people see how a message applies in a real-world context. Which, as you can imagine, is particularly important when the goal is to influence behaviour, shift mindsets, or guide people through change.
Storytelling is already happening, just not at work
In everyday life, storytelling is instinctive and meaning is conveyed through narrative without conscious effort. Think of every time you chat with your mates: you’re almost always ready to tell the latest drama, your most recent escapades or even, how your journey to work was that day. All of these? Stories.
However, this natural ability is often left behind in professional settings and communication becomes more formal, more controlled, and significantly more transactional. As a result, messages may become clearer, but they also risk becoming less engaging and less memorable.
The common mistake: starting with the story
One of the biggest barriers to using storytelling effectively is starting in the wrong place. When tasked with “finding a story,” many people begin by searching for something impressive or noteworthy which often leads to frustration or the conclusion that there is nothing worth sharing.
A more effective approach is to start with the message. Meaning: before identifying a story, it is essential to be clear on the actual intended takeaway. Things like: what should the audience think, feel, or do differently as a result of the communication?
Once that is defined, the focus shifts from finding something impressive to finding something relevant, like a moment or example that illustrates the message in action.
What makes a story effective in the workplace
An effective workplace story does not need to be dramatic or complex. In fact, simplicity is often its greatest strength. For example, when introducing a new technology or way of working, the key message might be that adaptation is not new and that change, while uncomfortable at first, becomes manageable over time.
A supporting story could draw on a previous system implementation that initially caused frustration but is now embedded in daily operations. It might reference the shift to remote work, which moved from uncertainty to routine. It could even draw on personal experiences, such as learning a new skill that once felt difficult but is now second nature.
These examples are not extraordinary, but they are relatable as they allow the audience to see themselves in the situation, making the message more accessible and easier to accept
The role of positive examples
When communicating change, there can be a tendency to highlight risks or worst-case scenarios in an effort to create urgency. Things like: ‘if you don’t do xyz, then xyz will happen!’
While this approach may capture attention, it often generates anxiety or resistance rather than motivation. Comparatively, stories that focus on progress, adaptation, and positive outcomes are generally more effective because they demonstrate what success looks like and provide a sense of direction.
This aligns with the principle of social proof where people are influenced by what they see others doing. By showcasing examples of individuals or teams navigating change successfully, communication can encourage others to follow suit.
Keeping stories grounded and effective
Not every story will land in the same way, which is why refinement is important. A strong story is one that the audience can relate to as it generally carries some level of emotional connection, whether that is frustration, relief, optimism, or a sense of achievement. It is also concise, avoiding unnecessary detail that may dilute the message.
Equally important is ensuring the story is clear to others because what feels obvious to the communicator may not translate as easily to the audience. Testing a story with a colleague or representative audience member can help identify gaps or areas for improvement.
A more intentional approach to storytelling
When communication starts with a well-defined message and is supported by a simple, human example, it becomes more than just information. It becomes something people can understand, connect with, and remember.
