For tens of thousands of years, humans have been telling stories. From ancient cave paintings to oral traditions, storytelling has always been the core of passing down beliefs, sharing knowledge and connecting with others. It’s one of the oldest and most powerful tools we have.
Stories don’t just record memories. They shape how we see the world, ourselves and how others perceive us. As leaders, our stories hold massive power for ourselves and others.
I once worked with someone who always had a positive spin on things. We’d leave the same meeting where I saw chaos, and he’d walk out talking about all the opportunities. I used to wonder: Were we in the same meeting? It wasn’t until later that I realized he wasn’t twisting reality - he was reframing it. That’s the power of storytelling.
You control how the story unfolds, and you also control the emotions that are interwoven into the story.
Here’s the truth: You can shape your future by how you choose to tell your story. Whether you’re leading a team through a crisis or navigating personal challenges, the ability to reframe the narrative is in your hands every day.
The Emotional Core of Leadership Stories
Think about a defining moment in your career. Is it the facts that stand out, or is it the emotion - the excitement, the fear, the joy? Emotions drive memory. They shape how we store and recall moments. As leaders, emotions are our secret weapon. A good story doesn’t just deliver information; it leaves an emotional impression.
Emotions don’t just shape our memories - they affect our energy and well-being. Positive emotions fuel creativity and motivation, while stress and anxiety can lead to burnout. As leaders, it’s essential to manage emotions for connection and our health.
Reframing stories isn’t just a leadership tool - it’s a way to maintain energy, reduce stress and boost overall well-being.
Reframing the Negative: Turning Challenges Into Growth
Challenges are inevitable in leadership. Projects will flop, and initiatives will fail. But here’s where the magic lies: Those setbacks are golden opportunities to reframe your narrative. That’s where your power is—to shift the story from failure to resilience, from frustration to innovation.
Take my example: Today was a hard day with my preteen, full of defiance and frustration. But when I step back (it was more like 758 steps back), I see it’s part of his growth. It’s about figuring out his identity and how to relate to the world. Instead of seeing it as a problem, I must actively view it as a chance to connect differently. This phase requires patience and trust, much like the stories we tell as leaders. I’m still learning. The whole incident happened around a hot frying oil pan - the symbolism! I am going to reframe that with one of my favourites - popcorn!

Image by Yasaman Abedini on Unsplash
Vulnerability is Relatable—and That’s Your Superpower
Perfection isn’t relatable. Vulnerability is. People don’t want flawless leaders—they want real ones who aren’t afraid to show their doubts, fears and failures. When we’re vulnerable, we connect on a deeper level. It’s what makes us human.
Shaping Organizational Culture Through Storytelling
Storytelling isn’t just about you - it shapes your organization’s culture. How you frame setbacks sets the tone for how your team faces challenges. I’ve learned that adversity can pull people together - if you frame it right. When faced with difficult stakeholders or overwhelming deadlines, it is how we told the story that made us stronger as a team.
The Ripple Effect: Rewriting Your Internal Story
The stories we tell ourselves are as important as the ones we tell others. I’ve had moments where people told me, “You’re not good enough,” or “You won’t make it.” And sure, sometimes I let those voices pull me down. But when I started to flip the script, reframing those criticisms, that’s when everything shifted. I shared some of my grizzly stories last week, and just telling those stories makes me feel empowered and stronger again.
I was also reminded last week of a favourite story of mine: someone once told me I focused too much on people. At first, I understood this to be a negative comment - until I realized that’s my superpower. Years later, I became Chief People Officer. What once may have been considered as a flaw turned into my strength.
Next time you face criticism, ask yourself: What can I learn from this? How can I use it to fuel my growth? Then, reframe the story. Own it.
The Takeaway
Storytelling isn’t just about looking back. It’s about shaping what’s next. Every story you tell - whether about fear, failure or vulnerability - is an opportunity to inspire growth, resilience and connection. We’re listening and ready for you to take the lead.
Before you tell your next story, ask yourself: What impact do I want to create? What future do I want to shape? What story will you tell next?
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