Three Storytelling Tips Successful Leaders Must Know

Updated: Apr 26

Below are some tips from McLuhan & Davies on how to better tell a story during presentations. Fuse is an accredited facilitator of McLuhan & Davies' business communications workshops.

Why storytelling?


A cursory internet search for attributes of successful leaders produced 10 different top-10 lists of traits. Every single list included communication skills as a top trait of successful leaders. What does that mean though?


Humans love stories. A compelling, visionary leader must tell stories effectively to captivate, motivate and engage organizations, investors, and customers. And, via the ancient art of storytelling, we can accomplish such diverse goals as learning, entertaining, and resolving conflict.


Storytelling Tip #1

Craft a crisp beginning, middle, and end

Every good story needs a beginning, middle, and end. State the point of your story upfront. Don’t keep them waiting. Use a captivating question or little-known fact to invite listeners into the story. Then introduce your main sections like an agenda. People will listen more closely when they anticipate the sections to come. In the middle, use real-life examples from your own experience, for interest and credibility. Close powerfully by summarizing the main sections and introducing a call to action to keep them engaged after this communication.


Storytelling Tip #2

Provide an easy to follow structure

Typically, covering three main points will maintain your listeners’ attention. These could be three key moments in time to anchor the story. For example: our first meeting, second meeting, and final meeting. Or, set the scene by sharing stories from three locations that engage visual learners. For example, our offices in Bermuda, the Caymans, and Trinidad. Or, when resolving conflict, to reach consensus, summarize three main points of view under consideration. For example, three departments: Sales’ view, Operations’ view, and Risk Management’s view.


Storytelling Tip #3

Consider different communications styles for variety

McLuhan and Davies Communications’ research has discovered that learners and listeners fall into three broad communication styles for how they prefer to receive information: factually, visually, and interactively. The successful communicator can include all three in the same talk:

  • For facts, sprinkle in some data, numbers, and research.

  • For visual effect, either use some esthetic images on slides, or simply speak in terms that people can picture, like a beach or a home or a park.

  • For an interactive style, invite questions, use polls, and other engagement techniques

While storyttelling is ancient, it is also timeless. Per Mary Catherine Bateson, writer and Cultural Anthropologist. “The human species thinks in metaphors and learns through stories.” So, the next time you prepare a communication, I invite you to remember the power of storytelling.

Tracy Graf, Fuse CEO, is a Training Facilitator and Communication Coach. She will be delivering the June 22-23 The Skilled Presenter™ virtual-live workshop. Join us!


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