Ten years ago, back in 2014, Satya Nadella took over as CEO of Microsoft.
At that time, the company was at a crossroads. Although an undisputed market leader, the tech giant was struggling to adapt to new technologies and was seen as losing its innovative edge.
Nadella knew he must lead the charge for change – but in a way that would ensure his employees are emotionally invested, inspired and energised.
How did he do it? Through storytelling.
Nadella began his narrative by reflecting on Microsoft’s past transformations – including its pivot to the internet in the 1990s – and framed the company’s move to cloud computing as the next chapter in a long history of innovation. This story (among others) helped his team understand the ‘what’ and ‘why’ behind the change, turning a potentially scary shift into an inspiring evolution.
And this is the power of storytelling in business.
While facts and figures often fail to stick, compelling stories cut through the noise, making messages instantly memorable and impactful. They also connect people emotionally – and make even the most complex changes feel like a shared journey.
Let’s explore how storytelling can be used to engage your team and build stronger, more lasting connections.
Stories create alignment and purpose
Your employees are craving meaning and connection in their work. And stories are the single most powerful tool you can use to help them understand how their role contributes to your company’s bigger picture.
Take the CEO of another tech giant, Salesforce.
When Marc Benioff rolled out new company values in 2016, he didn’t just list them in an email. He told stories. One of which was of his journey to Bhutan in 2008, where he learned about Gross National Happiness (instead of GDP) and realised the potential for business to create more happiness and fulfilment alongside financial success.
This story embodies Salesforce’s core value of equality, which emphasises that success is not only financial – but also about the wellbeing of employees and the communities they serve.
This integration of personal values with corporate storytelling has been central to Salesforce’s culture and its appeal to employees and customers alike.
Stories make change less daunting
Change often creates fear and uncertainty. But storytelling can help ease the transition.
When companies face big shifts, framing the change within a narrative of growth and evolution helps employees see it as part of a broader journey.
During a challenging period in 2008, when Starbucks was facing declining sales and store closures, founder Howard Schultz returned as CEO to turn things around.
But rather than simply imposing changes, he shared a narrative that emphasised returning to Starbucks’ core mission: offering exceptional coffee experiences. How? By sharing stories about his early days with the company. How small, intentional details shaped Starbucks’ identity. And how renewing this focus would rejuvenate the brand.
In doing so, Schultz inspired confidence and a sense of purpose – easing anxieties around the changes and reinvigorating the workforce.
Stories strengthen corporate culture and employee engagement
Culture isn’t built through policies and posters. It’s built through shared stories.
For example, IKEA has long used storytelling to embed principles of simplicity, sustainability, and democratic design into the fabric of its company culture.
One key story IKEA shares is that of its founder, Ingvar Kamprad, who started the company as a young boy selling matches. This story of humble beginnings and resourcefulness has contributed to its culture of commitment to affordability and customer-centred design.
But it doesn’t stop there.
IKEA continues to share stories about employees and local communities who embody these values. These narratives are circulated internally and externally through newsletters, events and social media – helping employees and customers feel aligned and connected to something larger.
How to incorporate storytelling into your everyday
Ready to bring storytelling into your internal communications? Here are some easy, practical strategies.
- Highlight real stories from inside the company: Whether it’s a team hitting a big milestone or an individual demonstrating your values, share real-life examples that employees can relate to.
- Make your messages personal: Leaders can share their own stories to create more authentic connections and demonstrate their personal connection to your organisation’s purpose, culture and values.
- Frame initiatives with a story: When announcing a new program or change, explain why it matters by linking it to your company’s ongoing narrative.
- Encourage employees to share their own stories: Create spaces where employees can share their experiences, whether through internal blogs or town hall meetings.
Is your business ready to embrace storytelling and experience this powerful tool for engagement, alignment and inspiration? Learn more about our course Effective Business Storytelling today.