Unleashing the Full Potential of Leadership Storytelling
The Harvard Business Review’s latest cover story, “Storytelling That Drives Deep Change,” by Frances X. Frei and Anne Morriss, highlights the significance of storytelling in organizational leadership. Historically relegated to the back pages of the magazine, storytelling’s front-page feature represents notable progress in its acceptance within the management community.
The article outlines four steps to effectively employ storytelling in support of organizational change: (a) comprehend your story; (b) honor past achievements; (c) communicate the necessity for change; and (d) outline a positive and thorough path forward. This methodology is successful when the audience is in agreement with the proposed changes.
However, the piece overlooks the importance of understanding the audience. In cases where individuals oppose the change or leadership, a positive future story can trigger the confirmation bias, thereby strengthening resistance.
Understanding the Audience
The confirmation bias, a term coined by English psychologist Peter Wason, refers to the human tendency to seek, interpret, and remember information that aligns with preexisting beliefs or values. This bias is prevalent across cultures and fields of expertise and can lead to flawed decision-making in politics, finance, science, and organizations.
Given the global average employee engagement rate is below 30%, leaders should not assume their subordinates are receptive to positive change narratives. Many stories, despite their intrinsic value in offering insight into another’s experiences, fail to alter opinions or prompt action.
However, certain stories that follow a specific narrative pattern can indeed change minds and motivate action. Mastering this pattern enables leaders to craft impactful stories that resonate with any audience, regardless of their relationship or agreement with the storyteller.
Overcoming the Confirmation Bias with a Springboard Story
A springboard story is effective in circumventing the confirmation bias, as it encourages listeners to think differently rather than bombarding them with information. The critical elements of a successful leadership story include:
· A relatable protagonist that allows listeners to immerse themselves in the story.
· A clear presentation of the problem at hand.
· A positive resolution, demonstrating the problem’s solvability.
· Authenticity and credibility, as the story is based on real events.
· A minimalist approach, providing just enough detail to support the narrative.
· A stark contrast between pre- and post-change scenarios.
· Passionate delivery by a trusted or at least neutral storyteller.
When these criteria are met, stories have a high likelihood of changing even the most opposing minds.
The Limits of Leadership Storytelling
While storytelling is a powerful tool, it is not foolproof. Changing everyone’s mind is an unattainable goal. The current HBR article downplays the potential of leadership storytelling by focusing on scenarios where the audience is already in agreement with the storyteller. When executed correctly, leadership storytelling provides a valuable opportunity for success, even in the face of opposition.