Make your message stick

A simple story framework that every leader needs.

- DOMINIC COLENSO, AUTHOR, CUT-THROUGH

We have all sat through a presentation that has us completely lost—slide after slide of dense data, delivered without life or logic. Many leaders do not think of themselves as storytellers, but if you want to captivate your audience and elevate your presentation skills, it is a vital one to master.

I have worked with thousands of leaders from all over the world and I have lost count of the number of those who have told me they cannot tell stories. But when I scratch beneath the surface, I discover it is not a lack of talent, it is a lack of a framework.

What stories really do

Since early human beings emerged, we have been telling stories. Pointing out danger. Sharing right from wrong. It is hardwired in our DNA. But in a work context, there is often a disconnect. Storytelling can seem overly dramatic or something that ‘only sales and marketing people do’. In reality, even the most detailed data can—and should—be turned into a story. Not the kind you read to a child at bedtime, but a clear, logical narrative that helps your audience understand the information you are sharing.

Stories give meaning and order to our message. They help audiences find the thread that ties facts together and remember why those facts matter. When you rely solely on data, your message might be accurate, but it rarely inspires action. The moment you frame that same information as a story—with a beginning, middle and end—you make it easier for people to follow you, believe you and repeat your message to others. That’s the real power of storytelling in leadership: it spreads your influence long after you’ve finished speaking.

How stories help you cut through