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At school, I was strong in maths but struggled to write stories. I remember sitting in front of my book, unable to start, while others had already written pages. That belief stuck with me for years—until I realised how powerful storytelling can be (something I first discovered in my fundraising days) and that I could rewrite my own narrative about storytelling.
And so I did.
Now, I use storytelling all the time—with my clients, my kids, and you, my followers. I might not be the best, but it has become a key part of my work.
Stories have shaped human connections for centuries. From ancient myths to business boardrooms, storytelling remains one of the most powerful tools leaders can use to inspire, connect, and drive change.
There are many experts on storytelling, and in this blog, I want to dive deeper into David Hutchens' methods, which I find both powerful and easy to apply. I’ll also highlight other experts you might want to explore.
Why Storytelling Matters
As a coach—and in my past career in fundraising and investor relations—I’ve seen first-hand how a well-crafted story can shift perspectives, unlock insights, and create deep emotional engagement.
Facts and figures provide essential information, but stories make them memorable, relatable, and actionable. Think about the most impactful leaders you’ve encountered. Chances are, they didn’t just present strategies and goals—they told stories that illustrated their vision, struggles, and triumphs.
The Neuroscience of Storytelling 🧠
1️⃣ Our brains are wired for stories. Stories trigger the release of oxytocin, the “trust hormone,” making messages more emotionally engaging and memorable. When we hear a compelling story, our brain experiences it as if we were living it ourselves.
2️⃣ We can literally reshape our thinking through storytelling. Thanks to neuroplasticity, the brain's ability to rewire itself, we can shift our mindset by reframing the narratives we tell ourselves. The stories we believe shape our identity, decisions, and leadership style—so why not rewrite them to serve us better?
The Myth That Holds People Back from Storytelling
Many people assume they aren’t natural storytellers. They believe storytelling is only for great speakers, extroverts, or creative types.
But here’s the truth: Storytelling is a skill that can be learned. And stories don’t have to be big, dramatic events—everyday moments often connect us the most.
Storytelling isn’t just for the loudest voices. In fact, it’s a powerful tool for quieter ones. Thoughtful, intentional stories often leave the deepest impact. 💬✨✨
David Hutchens’ Storytelling Framework
Hutchens provides a structured way to approach storytelling in leadership, making it easier to craft impactful narratives. His framework consists of key elements:
1. The Story Spine: A Simple Structure
Hutchens often uses a storytelling template similar to Pixar’s ‘story spine’ to build effective narratives:
Once upon a time… (Set the scene)
Every day… (Show the normal world)
Until one day… (Introduce the challenge or disruption)
Because of that… (Show the struggle and response)
Until finally… (Reveal the resolution)
And ever since then… (Illustrate the change or lesson learned)
🔹 Example: A leader at a tech company could share a story about how their team was struggling with remote collaboration (Once upon a time, our team thrived on in-person meetings). When the pandemic hit (Until one day, everything changed), they had to adapt. Through trial and error (Because of that, we tested different strategies), they finally found a solution that strengthened team culture (Until finally, they embraced a hybrid model that worked better than before).
🔹 Example (Hedge Fund): A hedge fund manager could share a story about how their firm faced a financial crisis (Once upon a time, our portfolio was thriving). When market conditions shifted unexpectedly (Until one day, a major economic downturn hit), they had to rethink their investment strategies. By adapting quickly (Because of that, they reassessed risk, diversified investments, and implemented new forecasting models), they not only survived but positioned themselves for future growth (Until finally, they emerged stronger and more resilient).
2. The Four Types of Leadership Stories
Hutchens identifies four core types of stories leaders should master:
Identity Stories – Who Are You?
These stories define who you are, your values, and your leadership style.
🔹 Example: A leader shares how a childhood experience shaped their commitment to resilience and innovation.
Vision Stories – Where Are We Going?
These stories paint a picture of the future and inspire people to follow.
🔹 Example: A founder tells the story of how they envision a more sustainable industry and the role their company plays in it.
Learning Stories – What Have We Learned?
Stories of mistakes and lessons learned create relatability and a growth mindset.
🔹 Example: A manager shares a time they failed at delegation, what they learned, and how they improved.
Values Stories – What Do We Stand For?
Stories that reinforce company culture and ethics.
🔹 Example: A team leader recounts a moment where integrity was tested and how they upheld company values.
Final Thoughts: How Will You Use Storytelling?
Storytelling isn’t just for great speakers—it’s a skill every leader can develop. Whether you’re leading a team, pitching an idea, or driving change, stories make ideas stick and inspire action.
So, what’s your leadership story? Start telling it today.
📩 Let’s connect! If you’d like to explore how storytelling can elevate your leadership, reach out. I also have a storytelling worksheet I’d be happy to share!
Additional Resources & TED Talks
TED Talk: The Secret Structure of Great Talks by Nancy Duarte – A deep dive into how powerful stories follow a specific contrast structure.
Book: Storyworthy by Matthew Dicks – A fantastic resource on crafting personal and professional stories that engage and inspire.
Book: Resonate by Nancy Duarte – A guide to structuring compelling presentations using storytelling techniques.
Book: "Circle of the 9 Muses" by David Hutchens – A guide to storytelling for innovators and leaders.
Book: "Building a StoryBrand" by Donald Miller - Another step-by-step framework for using storytelling in business and leadership
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