In times of change – whether it’s driving new projects, introducing a new corporate culture or creating societal change – one thing is always crucial: getting people on board. But explaining a problem, presenting a solution and expecting others to act rarely works if the communication is dry and lacks emotion. This is where storytelling comes in. A well-told story can transform abstract ideas into something meaningful, create engagement and make people feel like they’re part of something bigger.
But creating great stories is not easy. It takes more than just following a template. To succeed, you don’t just need to understand the structure of a story – you also need to think like a storyteller, use your imagination and find ways to create genuine emotional resonance with your audience.
Stories that change – why storytelling works
Imagine you’re going to drive change at work. You tell your team that the company is facing major challenges and needs to adapt. You present facts, figures and strategies. Despite your clarity, the response is lukewarm. Your colleagues nod, but you notice that their commitment is lacking.
Now imagine if you instead started with a story:
“Imagine this: The year is 2008, and Nokia is the world’s largest mobile phone manufacturer. The market is theirs. But in a conference room somewhere, a small group of developers at Apple are working on an idea that will change everything. Within five years, Nokia has almost disappeared from the market. Why? They failed to adapt. They saw the change coming – but did not react.”
Suddenly you have everyone’s attention. You have not only described a threat, but you have put it in a context that everyone can relate to. You have made the change human and understandable. This is what storytelling can do – it arouses emotions, creates meaning and inspires action.
The art of creating a good story
Despite the power of storytelling, many people struggle with creating good stories. This is often due to a misconception that it is simply a matter of following a structure: start with a conflict, present a development and end with a resolution. While structure is important, storytelling is fundamentally an art form. To create stories that truly engage, you must dare to use imagination, creativity and a genuine commitment to your audience.
Imagination and creativity
A good story does not start with structure, but with an idea. What do you want your audience to feel? What images do you want them to see before them? A strong story requires you to dare to think differently and use your creativity to make the invisible visible.
Authenticity and emotional resonance
A story only works if it feels authentic. People quickly see through exaggeration or manipulation. Real stories with genuine emotions – frustration, hope, fear or joy – are the ones that really get through.
Timing and unexpected twists
One of the most underrated aspects of storytelling is timing. The right story, delivered at the right moment, can be more powerful than the most polished story. Plus, an unexpected twist—something that surprises and forces the audience to think again—can make the story even more memorable.
Example: From Facts to Engagement
Imagine you work for a nonprofit that wants to raise awareness about plastic pollution. You have two options:
- Fact-based approach:
“We produce 300 million tons of plastic every year, a large portion of which ends up in our oceans. It’s estimated that there will be more plastic than fish in the oceans by 2050.” - Storytelling approach:
“A dead whale was recently found on a beach in Indonesia with 40 kilograms of plastic in its stomach. Among the trash were plastic bags, bottles, and even flip-flops. This whale is not alone—every day we lose more marine life to our consumption of plastic. But it doesn’t have to be this way.”
The second approach creates an emotional connection. It puts a face to the plastic problem and makes it impossible to ignore.
Does your story have what it takes?
Once you’ve written your story, you can use this checklist to ensure it has the potential to create engagement and drive change:
- Is it relevant to the target audience?
- Does the story relate to their interests, values, and needs?
- Is it authentic and believable?
- Is the story based on real emotions and events, without exaggeration?
- Does it have a clear point?
- What is the core message? Is it easy to understand?
- Does it grab attention?
- Does it contain something unexpected or emotionally engaging?
- Does it connect to your vision or values?
- Is the story aligned with what you’re trying to achieve?
- Is it simple and clear?
- Is the story free of unnecessary details and easy to understand?
- Have you chosen the right time to share it?
- Is your audience receptive to the message right now?
- Does it inspire action?
- Does the story inspire a desire to participate or contribute to change?
Storytelling is more than just a method of communication – it’s a way to create connection and engagement. By combining structure with creativity, authenticity and timing, you can create stories that really make a difference. So the next time you’re faced with a change process, ask yourself: What story can I tell that will make people want to follow along? And once you’ve written it, test it against the checklist above – to ensure that your story is not only told, but also felt and creates change. As with most things, practice makes perfect, start practicing!
