Storytelling for Leadership

83 percent of executives say their strategy is not understood internally very well. While we are mainly concerned with the fact that our brand is attractive to the outside and we want to attract the audience with the right stories, internal communication in the sense of storytelling is often neglected.

Storytelling along the values and vision of a company brings little towards both customers and new employees, if this is not already lived and communicated in the company. After all, it is the employees who end up in contact with the customer, whether in service, sales or in the accounting department. Also in employer branding, employee stories can only be convincing if they are also authentic.

But independent of the contact with customers, managers and leaders have the goal that they should be heard, believed and trusted, and that ultimately words lead to actions. All the storytelling tools that lead customer communication to success also help companies to grow internally at the same time. Leaders who want to empower and motivate their employees must become storytellers.

However, it is not just about the heroic moments of great speeches, presentations, or annual meetings of the top management league. Storytelling can be integrated on a daily basis at many levels of management and collaboration: stories about the extraordinary success of individual employees, the knowledge gained only through their own battles, or the shared values that constitute successful leadership moments. Executives in particular need to make sure that they are heard and believed to advance their team. Advice, feedback and strategy must have an impact on the audience so they can be implemented.

Leadership stories help convey the vision, values, and corporate culture in a way that is not governed by laws and manuals, and is yet internalized – or even more effectively – shared. In order to keep, motivate and lead employees in a sustainable way, we bring executives with storytelling to the next level of leadership.


Miriam Rupp


welcome [at] mashup-berlin [dot] de