Why Great Leaders Tell Great Stories: Building Connection & Action

In 2004, Barack Obama stepped onto the national stage at the Democratic National Convention with a speech that wasn't just words—it was a story. He shared moments from his own life, recalled shared struggles of the American people, and highlighted an urgent call to action for change. It was more than a speech; it was an inspiring public narrative that demonstrated the power of storytelling in leadership. This launched him on a path to become one of the most influential political figures of our time. Guess what? You can learn this same storytelling craft too!

🎁 Join us for our birthday party!

To celebrate the 1-year anniversary of Pulse of Change, and to thank you for being a part of our community, we’re offering something special—a free workshop on Storytelling as a Leadership Practice. Interactive workshop that will enable you to craft your personal leadership story & articulate your purpose to become an authentic, inspiring leader.

This live session will be held on November 6th at 9 AM EST (3pm CET) on Zoom. Spots are limited, so make sure to grab yours!

🎬 Why Storytelling Matters in Leadership?

Stories inspire action by engaging emotions, not just through facts or logic. They help overcome inhibiting feelings like fear and self-doubt by evoking hope, solidarity, and confidence. This builds emotional capacity to face challenges and drive change. Leaders use storytelling to create "empathetic bridges," transforming spectators into active participants by connecting with shared values.

❓What is Public Narrative?

At its core, storytelling is more than a communication tool; it’s an essential element of leadership. Public Narrative is a framework developed by my mentor Marshall Ganz that helps leaders motivate, unite, and mobilize people. It weaves together three interconnected stories: the Story of Self, the Story of Us, and the Story of Now. Each story serves a specific purpose in creating connection, urgency, and collective action.

👤 Story of Self: Why am I Called to Leadership?

The Story of Self explains who you are and why you care. It’s not a biography; rather, it’s a narrative of moments that define your values, passions, and motivations. This personal story helps others understand why you are committed to a cause and builds trust. For example, a community organizer might share a story about facing housing instability as a child and how that experience drives their passion for affordable housing advocacy today.

The main questions Story of Self answers:

🔹 Why me? Why do I do what I do?

🔹 What experience shaped my values?

🔹 Why am I called to lead?

We previously explored the Story of Self in detail in our newsletter. Catch up here.

Here you can find an example of Story of Self.

🫂 Story of Us: Why We Must Act Together?

The Story of Us expands the narrative to include shared experiences and values. It emphasizes the challenges and choices that a group, organization, or community has faced together. This story fosters a sense of unity and belonging, highlighting common struggles, victories, and hopes. It’s how leaders build collective identity and inspire solidarity.

Imagine a leader of a school reform movement recounting a story of parents & teachers coming together to improve classroom resources, framing it as an example of the community’s resilience and shared commitment to education.

The main questions Story of Us answers:

🔹 Why us?

🔹 What shared values and experiences bind us together?

🔹 What have we collectively faced and overcome?

To craft a Story of Us, identify shared values and experiences that unite your group. Highlight pivotal moments of collective resilience or action. Focus on what emotionally and morally binds members, creating a sense of belonging and emphasizing the importance of acting together.

Here is a great example from Camp Obama training.

🚨 Story of Now: Why We Must Act Now?

Story of Now focuses on the urgency of the moment and clear call for action. It connects past values & collective identity to a pressing challenge that requires immediate action. This story transforms anxiety into hope, motivating others to take specific steps. It asks people to choose between action and inaction, presenting a clear path forward.

Your role as a leader is to define the stakes—what's at risk if we don't act, and what’s possible if we do? Create a sense of urgency that inspires people to move forward together. This is especially crucial in today’s fast-changing world, where inaction often leads to missed opportunities.

To craft a compelling Story of Now:

🔹 Identify an urgent challenge threatening shared values

🔹 Emphasize the need for immediate action

🔹 Highlight risks of inaction and potential for change

🔹 Outline specific, actionable steps (What do we need to to exactly? Who? When? Where? How?)

The goal is to inspire urgent, achievable collective action.

🖇 Linked Narrative: Bringing It All Together

The power of storytelling in leadership doesn’t come from each story standing alone but from how they link together. The Story of Self, Us, and Now form a cohesive narrative that creates momentum for action. Here’s how it works:

🔹️ Story of Self reveals your motivation and values.

🔹️ Story of Us connects those values to a broader community, showing that you’re not alone.

🔹️ Story of Now provides the urgency to take collective action.

When these three stories are intertwined, they create a compelling narrative that inspires others to act. Watch this amazing linked narrative example by James Croft: LINK

💥 Action Item

Here’s a simple exercise to start building your own Public Narrative:

1️⃣ Identify your audience (your people). Who are you speaking to? Is it your team, community, or organization? Understand their shared values, experiences, and potential motivations to make your story resonate.

2️⃣ Clarify your ask. What specific action do you want your audience to take? Whether it’s signing a petition, attending a rally, or joining a meeting, make sure your ask is clear, actionable, and meaningful.

3️⃣ Anchor your Story of Self. Reflect on a defining personal experience that shaped your commitment to the cause. Choose a moment that reveals why you care deeply about this issue and how it aligns with the values you share with your audience.

4️⃣ Connect to the Story of Us. Identify a moment that embodies the collective experiences or struggles of your audience. Emphasize the shared values that unite you, creating a sense of solidarity and belonging.

5️⃣ Create urgency with the Story of Now. Describe the immediate challenge that threatens your shared values, making it clear why action must be taken now. Show how the ask can make a tangible impact on the outcome.

6️⃣ Link these stories together. Practice sharing them aloud with a trusted friend or colleague to refine your narrative and make it compelling.

This is an iterative process. You'll need to share your story, learn in action, and often rewrite and reshape your narrative as you gain insights. Remember, you have many stories—different asks and different audiences might require different narratives.

Start crafting your story today—it’s your most powerful tool for leading with purpose!

🎁 Join us for our birthday party!

Again, if you want to dive deeper, learn more, and start crafting your leadership story, join us in the upcoming workshop that we offer as our anniversary gift to all our subscribers!

This live session will be held on November 6th at 9 AM EST (3pm CET) on Zoom. Spots are limited, so make sure to grab yours!