How Great Storytelling Connects Employees to Their Work, by Jonathan H. Westover PhD

Abstract: This article examines how research supports the use of storytelling as an impactful organizational leadership tool. Several studies have found that storytelling enhances employee engagement, commitment, and performance when leaders skillfully use narratives to communicate vision, values, and appreciation. On a neurological level, stories stimulate emotional centers in the brain more than facts alone, increasing empathy, memorability, and observational learning. The article provides guidance for crafting compelling stories by identifying a clear purpose, using vivid details, featuring real employees, and relating to shared company values. It explores practical applications of storytelling across industries, such as a homeless shelter sharing client success stories to reignite staff purpose and a manufacturing plant praising international client feedback to boost morale. The article concludes that any leader can begin fostering organizational success through the timeless communication method of purposeful storytelling.