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Storytelling in Business: How to Engage, Inspire, and Influence

  • Writer: iamchristinejean
    iamchristinejean
  • Jan 12, 2023
  • 3 min read

Updated: Feb 19

Ever noticed how you hear the same commercial over and over before you finally remember the product? That’s no accident. Repetition is key to getting messages to stick. And when it comes to change management, the same principle applies.


Close-up of vintage typewriter keys spelling "STORY" in black text on beige keys. Background shows surrounding keys. Mood is nostalgic.

The "Rule of 7" (Or Maybe 30) and Why It Matters

From advertising, we’ve learned the "Rule of 7," which suggests that consumers need to hear your message at least seven times before they take action. Some experts say it’s actually way more—like 20 or even 30 times. But let’s be real, the exact number doesn’t matter as much as the idea behind it:


People need to see and hear your message consistently and in multiple ways before they’ll trust it and act on it.

This principle doesn’t just apply to marketing—it’s also a game-changer in change management. To get stakeholders on board, you need to expose them to your message multiple times, through different channels, in ways that resonate with them. Because let’s face it, change is hard, and most people won’t be sold on it after just one PowerPoint slide.


Using Storytelling for Effective Change Management

One of the best ways to make sure your message sticks? Storytelling.


Telling your message in the form of a story can reach even the most resistant stakeholders. It helps them retain the information, builds a deeper understanding of the change, and—if done well—gets you to that all-important buy-in.


Infographic on storytelling for change. Highlights include "Questions to answer," "Storytelling Advantages," and visuals of people feeling emotions.

Moving Through The Change Curve

Change isn’t just a process—it’s an emotional rollercoaster. When stakeholders first hear about a change, they go through a series of reactions. Understanding these reactions helps you craft the right story to meet them where they are.


Here’s how it usually goes:


  • Excitement: “Oh FINALLY! This old process is slow and miserable.”


  • Denial: “Wait! Why are we changing? Haven’t you heard ‘if it ain’t broke, don’t fix it?’ We’re fine with what we’ve got.”


  • Frustration: “This is ridiculous! I have deadlines, and now I have to learn something new?! Nobody has time for this.”


  • Sadness: “I’ve spent 10 years mastering this process… Now what’s my role going to be?”


  • Acceptance: “Okay, I see why we’re doing this.”


  • Commitment: “I get it now. I can make this work—and maybe even improve things.”


People don’t like stepping out of their comfort zones. Even when something is broken, it’s their broken process, and they know how to navigate it. Your job is to guide them through this emotional journey—and storytelling is one of your most powerful tools.


How to Tell a Good Story (and Actually Get People on Board)


1. Speak in a Human Voice

  • No corporate jargon. No robotic language. Just real, human conversation.

  • Think about your audience—do they prefer formal communication? Or are they the kind of group that would appreciate a little humor?


2. Show, Don’t Tell

  • Don’t just say, “This change will make your life better.”

  • Show them how it will make their life better. Paint a picture of the end state.


3. Keep It Short and Sweet

  • Your stakeholders don’t need a dissertation. Give them just enough to feel good about the change—but not so much that they get overwhelmed and start spiraling into overthinking mode.


4. Use Language They Understand

  • If your audience is international, maybe use a soccer analogy instead of a baseball one.

  • If you’re talking to parents, relate it to something from parenting life.


5. Challenge Misinformation

  • If there’s a rumor going around that this vendor is evil and hates puppies, counter it with a story about the company’s charitable work—while also explaining the real benefits of the change.


Storytelling: The Shortcut to Buy-In

People don’t resist change because they’re difficult—they resist it because they’re unsure, uncomfortable, or uninformed. A good story can help them move from resistance to understanding, and from understanding to action.


So craft your stories carefully. Make them relatable. Make them memorable. And most importantly, make them count.


Because in the end, storytelling isn’t just about explaining change—it’s about helping people believe in it.

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