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‘What’s Your Story’: How To Leverage the Power of Your Voice To Lead Others

by Julianna Cardona

Natalya Kosarevich/Shutterstock

As a leader, there is power in leveraging your inner storyteller. Being an effective leader means learning how to best utilize your stories to build trust, combat adversity, and communicate vision. Storytelling, as it turns out, not only plays a pivotal role in our personal development but also exists as a mode of ËÄ»¢Ó°ÊÓ, guiding, and connecting to those around us in both our professional and personal spheres.

At a recent CUPA-HR Annual Conference and Expo, Jay Stephens, vice president for people and culture at the University of Montana, shared a story that illustrated the power of storytelling in leadership. While walking across campus with colleagues, Stephens encountered an uneasy situation involving a visibly upset woman whose path was being blocked repeatedly by a man. Rather than veer away from the situation, he stepped away from his colleagues to address the interaction directly and contacted campus police to monitor the area, reinforcing his commitment to ensuring a safe environment for staff, students, and peers.

Using real scenarios from his life, Stephens presented "The Power of Storytelling," reinforcing how storytelling enhances information retention through both scientific research and emotional connection. Honing storytelling skills can give you an effective tool to lead from any level.

The History and Science Behind 'Once Upon a Time'

Storytelling is older than written language, and in an age of automation and artificial intelligence, it has remained a pillar of what makes humans human. According to Stephens, a poignant anecdote on the importance of storytelling comes from the Blackfeet Nation in Montana; the Blackfeet people had been telling stories of their presence on ancestral lands dating back more than 18 thousand years ago, and only just recently science caught up with the story. DNA research provided physical proof that the story of the Blackfeet people carried the truth all along. As expert storyteller and author Annette Simmons puts it, "Story is the DNA of all meaning."

Storytelling lies at the crossroads of empathy and neurological biology. As you tell a story, your Gamma, Beta, and Alpha waves work together to not only retain the story but translate it into digestible takeaways. Research also shows that the brainwaves of both the listener and the storyteller synchronize, leading to a deeper understanding between them, giving new meaning to the phrase "operating on the same wavelength."

The Building Blocks of a Successful Storyteller

Finding ways to relate to colleagues through stories allows you to show up authentically in communication and helps your listeners better understand you. It builds trust. In his presentation, Stephens further illustrated 10 reasons why storytelling is an effective mechanism for leaders to learn and use (, an established business storyteller):

• It's simple and approachable.
• Storytelling stands the test of time -- as long as there are people, there will be stories.
• They are demographic proof -- race, age, and gender do not prohibit storytelling.
• They are contagious.
• Stories are easier to remember than your average statistics debrief.
• They inspire more than monotonous slide decks.
• They appeal to all types of learners.
• Stories fit in most areas of learning that occur in the workplace.
• They put the listener in a mental learning mode.
• Telling stories shows respect for the audience.

While the concept of storytelling is universal, it is important to recognize the nuance that comes with industry, environment, and culture. Higher education is unique in that each campus nurtures its own language and its own stories -- a smaller, two-year college, for instance, may face different challenges and triumphs than a larger four-year institution, and the stories associated with it will also differ. Know your audience. Learn what sticks. Be open to change as new stories evolve.

6 Kinds of Stories and When To Use Them

Stepping into the role of a storyteller can feel daunting -- you might find yourself asking the questions, "When should I tell this story to make it the most effective?" and "Will the story I'm telling resonate with my audience?" In his presentation, Stephens expanded upon the "," a concept based on Simmon's work, which include:

• "Who I Am" - Use these personal anecdotes to build trust in times of doubt or when beginning a presentation or meeting.
• "Why I'm Here" - These stories can help explain purpose and meaning, often used when asking for something significant.
• "I Know What You're Thinking" - This kind of story addresses doubt, skepticism, and concerns.
• "Values In Action" - Use action-type stories to reinforce values.
• "Vision" - Look to the future and use vision stories to inspire, whether it's via metaphor or real-world examples.
• "Teaching" - When in need of a tool to coach, train, or head off issues, use this kind of story.

It's important to note that these archetypes do not strictly define what a story can encompass but rather provide a framework to lean on as you start regularly employing storytelling into your leadership strategy.

Embrace Authenticity in Your Stories

As a storyteller, it can be tempting to embellish and sensationalize for the sake of engaging with your listeners. In an age of social media, AI, and increasingly dispersed teams, it can also feel impossible to deter misinformation when it appears and find those genuine opportunities to connect. Stephens even cautions, "not being connected leads to bad outcomes."

While it is not your sole responsibility to eliminate all false information, one thing you can focus on is how to best connect with your teams and community in a credible and reliable way. Stories that authentically represent you and your values resonate with listeners more than exaggerated tall tales. Use your stories to build a foundation of trust, so when misinformation is shared, you can be the proven voice of reason.

Positioning Your Stories for Good

A good storyteller has the power to positively influence the campus community and the institution's success. As a leader, it's important to discern ego from core values in a room full of listeners, whether your story is used to teach, connect, or inform. Stephens suggests that storytelling should be included in onboarding processes for new leaders and that lessons be put into practice through everyday communication virtually and across campus. Some examples of formal and informal forums to include stories are:

• Newsletters/staff communications
• Listening sessions
• One-on-one mentoring
• Team meetings and group events

The End Goal

You don't need to be a master orator or decorated author to be an effective storyteller. The workplace provides ample opportunity to practice implementing your stories in the day-to-day. A few suggestions to help kickstart your inner storyteller are:

• Establish your presence as a reliable storyteller and leader. Cement an authentic reputation that will give people reason to listen to what you're saying.
• Translate mission statements and abstract ideas into actionable goals. Provide stories that exemplify overcoming hurdles and celebrating hard-fought wins.
• Use story to your advantage. Take the time in staff development and mentoring sessions to offer your stories to connect and reach a stronger level of understanding.

Storytelling is more than a pastime -- it can be an effective and reliable tool to bolster your goals as a leader and garner a stronger, more human connection between you and your listener(s). You might be surprised how easy it can be to transition from telling stories around the campfire to telling stories across campus.