Communicate the vision through storytelling

Communicate the vision through storytelling

Posted by Torben Rick | May 16, 2012 | Strategy
Communicate the vision through storytelling

Storytelling is the ability to share a vision

Martin Luther King will forever be associated with the vision of America achieving its aim of a “more perfect union”. King’s speech envisioned a renewal of America, a redeeming of its “soul”:

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 (Martin Luther King).


Leaders responsible for driving transformational change must be able to create stories by putting facts into an emotional context.

They must be able to use these stories to motivate employees to achieve more than they thought possible. Unlike other methods of influence, such as persuasion, bribery, or charismatic appeal stories are pull strategy.

Storytelling is the ability to share a vision. It is the ability to create a narrative, a sequence of events told to convey some message or meaning.

Storytelling uses words and images to transport the listener from one place or time to another place or time, including some time in the future.

A brilliant example is this video from a Ted Talks conference,  Stanford professor Sebastian Thrun uses storytelling to communicate his vision: Save lives and reduce traffic accidents.


Do you want to get an invitation to participate in the future: “If you’ll indulge me, I’d like to change the World”:


People have been telling stories for millions of years so there is nothing new here, right? Storytelling can be a powerful tool to communicate vision, corporate values and change.

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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