• Rachelle Su

How Can Storytelling Be Used to Drive Change?


Some say that storytelling is central to human existence, and I agree. Almost everything that happens in our lives is documented through stories. The narratives we tell, and the ones we listen to, shape our personality, thoughts, and actions. This concept dates back centuries, from the first tale ever carved into stone to today’s on-demand streaming, narratives and their purpose have evolved rapidly. Every time we open our phones, watch TV, or browse on the internet, we’re encouraged to be part of a story or at the minimum, react or comment on it to keep the conversation going. When we take a step back, we can see just how big storytelling has become as a part of culture and everyday life, so much so that participating in them isn’t really a choice anymore, its inherent and automatic. So if we can’t escape stories, shouldn’t we be using them to the best of our advantage?


Well as we’re going through the current pandemic, the world’s most impactful individuals are. News channels, reporters, political leaders, and other influential figures have directly impacted the way we think about the crisis, by leveraging storytelling. They’ve told us what’s right or wrong, how to keep safe, and have also shaped our opinions on themselves and those around us, based on the stories they tell. COVID-19 has had a huge impact on a global level and the principles they’ve been using to drive change during COVID-19 can also be applied to organizational change. So let’s take a deeper look at the methods these narratives are using to influence our behaviour, and how we can apply them to the organizational context.


The Principles of Effective Storytelling