The Three Stories You Must Tell

A plan tells people what to do. A story tells them why it matters.

You think your job is to communicate the plan. To share the data. To present the metrics.

You believe that if you just give your team enough information, they will be aligned and motivated.

That is the language of management, not leadership.

Information does not inspire. Spreadsheets do not create belief. Your team is not a machine to be programmed with data. They are a community of human beings who are desperate for meaning. And the vehicle for meaning is not data. It is story.

Your most important job as a leader is to be the Chief Storyteller. You are the one who must weave the disconnected facts, figures, and tasks into a coherent narrative that gives the work purpose.

There are three essential stories you must tell, over and over again.

Tell the Story of Us.

This is your origin story.

Why does this team exist?

What problem did we set out to solve?

What battles have we fought together in the past?

This story builds a shared identity. It reminds everyone, especially the new hires, that they are part of something with a history and a purpose. It answers the question, “Who are we?”

Tell the Story of Now.

This is the story of our current reality.

What is the brutal truth of the challenge we are facing right now?

What is the specific obstacle we must overcome?

This story creates urgency and focus. It is not a story of fear. It is a story of a clear and present challenge that we, with our unique skills, are positioned to solve. It answers the question, “Why must we act?”

Tell the Story of What’s Next.

This is your vision story.

What will the world look like when we have won?

What will be different for our customers and for us?

This story provides hope and direction. It paints a vivid picture of the destination that makes the difficult journey worthwhile. It answers the question, “Where are we going?”

Your people are not waiting for another PowerPoint. They are waiting for a story to be a part of.

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REMEMBER

A plan tells people what to do. A story tells them why it matters.

REFLECT

1. Can every person on my team tell our "origin story" in a compelling way?

2. Is the story I am currently telling my team about the future inspiring or intimidating?

RESPOND

What is one element of our "Story of Now" that I need to communicate with more honesty and clarity this week?