We are suckers for great stories, particularly stories that are rooted in unvarnished truth, and entirely transparent and honest. It’s what gives storytelling such power, and the best companies are built on great stories.

Since ancient times, stories have been key to helping us make sense of ourselves and our place in the world. What began as oral tales passed down through generations grew to become the foundations of entire civilizations.

As a leader, you need to be a master storyteller. You need to craft a compelling narrative that engages your employees and your customers, builds a community, and infuses people with purpose. You have to be willing to tell this same story, again and again, to bring new people into your community of believers. And, you also have to recognize when it’s time for the story to evolve.

Furthermore, you have to avoid the trap of stretching the truth. As a founder or leader, you’re competing with other stories. Some of your less scrupulous rivals may tell stories that sound like more fiction than fact. Fiction is perfectly fine for movies, but if you want to make a real connection with your real life audience, you need to make honesty the cornerstone of your story.


Inspired by: Masters of Scale - To scale, you must master the skills of storytelling