82% of my recent class of the Game Changers Academy Poland responded that I need storytelling to build a compelling vision of the change and the future we are heading towards. In the 7th edition of the MBA-like program for change leaders, we explored a wide range of communication tools aimed at strengthening the culture of diversity and inclusion, effective implementation of new technologies, organizational consolidation, work productivity, or environmental advocacy.

One message prevailed during our sessions –  you can’t force people to change, you need people to volunteer to be the change.  Storytelling can be your game changer in this process, serving as a catalyst for transformation. Let’s delve deeper into the WHY, HOW & WHAT of storytelling.

Let’s start from the beginning? Why storytelling in change communication?

 #1 Story – a tool for connection

“Story is the shortest distance between two people” – this quote attributed to many people (I couldn’t find the original source) highlights the power of storytelling in building trust and connection. When you share a story people can relate to and identify with you already won their hearts. People feel that you are genuine with them, you care for them to share something important and you are authentic with them. They can find their story in your story. This is a very powerful way of establishing connection and making people feel more comfortable with you, putting their guards down and starting a conversation.

How do you address resistance to change? How do you deal with those who are hesitant to embrace new ideas?

Incorporating storytelling into your communication strategy can be immensely effective. Take, for example, Arnold Schwarzenegger’s address to the Russian people in March 2022. Arnold has made a direct appeal to the Russian President and the people of Russia to shed light on ‘the truth’ about the ‘humanitarian catastrophe’ that is the invasion of Ukraine.

If you haven’t watched the video, you can view it here

You can also read my full analysis of Arnold’s speech discussing what elements of influence and persuasion he used at >>  Influencing People – Lessons from Arnold Schwarzenegger

By sharing his love for Russia and the Russian people before delivering critical remarks to Putin and the Kremlin, Schwarzenegger effectively employed empathy and rapport-building techniques. I’m not sure if Arnold was familiar with the FBI’s hostage negotiation model, but he did it by the book. Before telling people what to think and what to do, he first attempted to bring empathy, building rapport, and emphasizing good intentions. Have a look at the graphic illustration of the FBI’s Behavioral Change Stairway Model as it shows the 5 steps to getting someone else to see your point of view and change what they’re doing.

How can you integrate this approach into your change programs?

The most impactful stories are personal, authentic, and genuine. You can utilize various storytelling formats to build connections and rapport. Here are some types of stories I frequently employ with the leaders I work with:

• Story of an event that changed my point of view
• Story of my personal transformation
• Failure story and lessons learned
• My customer / project success story
• Why I do what I do (my WHY story)

Which type of story appeals to you the most?

#2 Story – to envision the future

Walt Disney famously said, “If you can dream it, you can do it,” empowering millions of people to dream big, achieve high, and go beyond.

Why not adopt this approach in the change communication? Let’s empower people to believe in a brighter, more promising future. Let’s utilize storytelling to paint a vivid picture of that future.

People often fear change because they are uncertain about its implications for their lives. We tend to cling to the discomfort of familiarity rather than embrace the potential of an unknown but positive future. Our “survival” brains are wired to shield us from perceived threats, activating negativity and confirmation biases.

It may create thick walls of resistance, that often delay changes and kill transformation spirit.

Storytelling can help us take some bricks from these walls and show the brighter picture of the future.

The masterpiece example of the “Vision Story” is the “I have a dream” speech by Martin Luther King, Jr., delivered on August 28, 1963, during the March on Washington.

A call for equality and freedom, it became one of the defining moments of the civil rights movement and one of the most iconic speeches in American history. You can read the full speech at >>  I Have a Dream

I’ll just bring 2 paragraphs from the speech to show you how emotional, vivid, and concrete these visions of the future are. Martin L. King is painting the scene for us, making it real and appealing:

“I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today!

I have a dream that one day on the red hills of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood”

To effectively convey such visionary messages, I recommend utilizing Nancy Duarte’s “Sparkline” storyline. This storyline revolves around opposition confronting the old and the new world, what is with what could be, problems with solutions, threads, and opportunities.

You can learn more about this structure by watching Nancy’s TedTalk

How does this model resonate with you?

#3 Story – to educate and inspire  

During my workshops, I often reference a scene from “Don’t Look Up,” an American satirical science-fiction film written, produced, and directed by Adam McKay. The movie tells story of two low-level astronomers who embark on a massive media tour to warn humanity of an approaching comet that threatens to destroy Earth. Their initial setback involves persuading Madam President to take action to prevent the catastrophe.

Why did they fail?

There were several reasons, including: a lack of credibility and trust-building, the use of technical and complex language, insecurity, difficulty in understanding the implications, a vague action plan, and most importantly, a lack of a compelling story for Madam President. How did it end? I won’t spoil the experience for you. Go and watch the movie.

There’s an important reflection point for all of us who initiate, drive, and manage change: How do you ensure that people understand the change initiative, whether it’s a new business model, technology, system, or method you’re implementing?

Storytelling can help simplify the concept and communicate it effectively to the audience.

During one of my persuasive presentation workshops, Michał from an IT company used the metaphor of a rugby game to explain the lean approach in product development. Everyone in the room understood and remembered it! It was brilliant. It was information designed to stick. (To learn more about this concept, read the book “Made to Stick” by Chip Heath and Dan Heath.)

To sum up 3 take-aways from these article:

If you want to drive change initiatives effectively, storytelling can be your secret sauce, helping you to:

• Educate and inspire people.
• Build connection and trust.
• Create a compelling vision of the future.

Let me know how you deal with creating a compelling vision of change and addressing people’s resistance to change.