Data alone rarely creates buy-in, sparks action, or changes behaviour. Find out why storytelling moves people to action.
The monthly toolbox talk started like any other. “Alright, listen up crew. Toolbox, same as always. We’re tracking at 92% of target this month, no LTIs this month, looks like the weather may slow us down a bit today. ”
Boots scraped on the concrete floor, someone yawned, a few blokes flicked at their phones, waiting for it to be over. But the supervisor continued.
“But here’s what matters… Yesterday, over on another site, one of the crew slipped on the scaffold. His harness snapped tight. For a few seconds, he was hanging there, legs kicking, white as a sheet. We hauled him back up, shaken. Later, he told me the only thing running through his head was, ‘What if my kids grow up without me?’ That harness didn’t just save a fall. Because he was clipped on, the harness was tested, the rescue drill worked, and because his tools were tethered, no one else was hurt. That gear gave him the chance to go home, and it protected his mates below.”
The crew fell silent. The shuffle and chatter vanished. Every eye was locked on the supervisor. Suddenly, the numbers weren’t just numbers anymore.
That’s the power of story.
The science of stories: What the brain tells us about influence
Why do we stories impact us long after the numbers fade?
Neuroscience tells us why.
- While data lights up language centres, a compelling story activates more of our brain, triggering the sensory, emotional, and even motor regions and our brain responds as though we’re experiencing the moment, not just hearing about it.
- Stories also stimulate key neurochemicals: oxytocin (which builds trust), cortisol (which grabs attention), and dopamine (which drives motivation) which is a powerful mix when you’re trying to influence, inspire, or lead.
Stories stick because data alone doesn’t influence
When people feel something and understand the context, they’re far more likely to remember, and act. Compare that to leaders “data-dumping” – sharing incident rates, engagement scores, productivity metrics or KPIs, believing that facts alone will create clarity or drive change – it might inform, but it rarely leads to influence. Stories create emotional connection, moving ideas from abstract to meaningful, helping people understand not just what’s happening, but why it matters.
And storytelling isn’t just for executives. Frontline leaders, project leads and team members often need to influence without formal authority. From performance conversations and team meetings to change communication, onboarding and peer-to-peer conversations, stories make your message land.
Tips for building influence through storytelling
Lead with lived experience. Want your team to take something seriously? Show them when and how you learned it, especially if you learned it the hard way. Real stories beat polished slides and vulnerability builds credibility.
Add context to stats. Numbers and metrics are important, but will mean more with the story behind them. Instead of saying, “We’re behind on production targets,” a leader might say, “We lost a week on that job when two senior team members were pulled onto another project. The newer crew stepped up under pressure, and while we didn’t hit the number, they kept the quality solid, and the client noticed.” That kind of context turns a disappointing stat into a story of resilience, learning, and leadership under pressure. Always ask yourself: What story are these numbers telling that people need to know?
Make values visible. Don’t just say what matters, show it. Share a story about someone who lived the value of initiative, care, upstanding or accountability when it counted. Values are only real when people can see them in action.
Let your people tell their stories. Enhance progress reports by asking people to share their experiences along the way. Ask people about the close calls, not just the results. When people share what nearly went wrong – and what stopped it – those stories build a stronger, safer culture than any statistic can. And don’t forget to ask for the stories behind the wins!
A clear, well-chosen story can sharpen your message, build trust, and inspire action. Not just for those with a leadership title, but for anyone trying to make a difference. In a world full of dashboards and noise, next time you need your message to land, don’t just rely on stats, tell a story.
