How To Use Storytelling in the Boardroom – Why Business Needs a Good Tale
- Brainz Magazine
- Nov 14
- 8 min read
Updated: Nov 18
Beth Jordan, a woman of adventure and optimism. A businesswoman with over 25 years of experience in the fashion industry, working out of China and India, she is passionate about ensuring all parties involved in her business are treated with honour and integrity. She is now taking her business experience to assist others through coaching, mentoring, and advising, and is equally passionate about helping others achieve their dreams and ambitions.
Once upon a time. Everyone loves a story. I would say that is a universal truth. Even the most stoic and crusty CFO has a soft spot for a gripping narrative, especially if it involves a bit of drama, a dash of triumph, and a dog named Winston who saved the day during a product launch. It could have been his dog.
Without assuming, we all know that stories are how we learned about the world in which we live before we could spell pizza. Even in the boardroom, when someone says, ‘Let me tell you a quick story,’ we find ourselves leaning slightly forward. It is instinct, it is primal. It is magnetic.
When was the last time someone read to you? Even at my age of being a mother with a grown-up son, my best friend will ask if I want to hear stories from Greek mythology. We settle down with a glass of wine, and I am transported to the world of mythology and endless possibilities of battles with the Gods.
The universal power of storytelling
From bedtime tales to TED Talks, stories are our first language. They are how we connect, how we remember, how we feel. I heard a wonderful story of a CEO who opened a quarterly review with an anecdote about his disastrous attempt to make sourdough during lockdown. It had nothing to do with revenue and everything to do with resilience. Everyone laughed, they felt themselves softening, they were making the bread too, and his recount began to open their minds and hearts to listen. That is the power of narrative.
When I was incredibly young, I was given an old Victorian Girls Own Annual by an aunt of mine in Rotherham, Yorkshire. I held this large, hardback annual, dusty red, yellowing pages, fading images. I clutched it to my chest and found a quiet corner in her house and slowly turned the pages. Page after page unfolded with stories from that Victorian era, fashion, cooking recipes, medical tips, tips on childcare, and so much more. I am sure that book had a subliminal effect on me, as years later my first entry into business was through buying and selling antique Victorian textiles, and later finding those same textiles out in 1980s China, which sparked a new era in my life.
Stories as emotional milestones
Do you remember the first story that made you cry? Or the first library book you picked out yourself, clutching it like treasure? These moments stick because they are emotional milestones. They are not just about plot, they are about identity. You begin to create your inner and outer world. It reveals something about who we are, what we value, what we fear, and what we long for.
As adults, we often get swept up in goals, deadlines, and the next grandiose thing. But stories, ah, they bring us back to something simpler, what moved us, what made us feel seen, what made us dream. They remind us that behind every spreadsheet or strategy session is a person who once believed that dragons could be real, that heroes always find a way, and that fairies do exist. Think Peter Pan.
In business, we often look for proof, that bottom line, the wrong peak in the graph, that downturn. But stories offer truth, the kind that does not need a graph to be understood. They tap into something deeper than numbers ever could. They remind us that before we were professionals, we were people, with imaginations, emotions, and a longing to connect.
And how about if we relooked at that bottom line, that peak in the graph, that downturn, what stories are wrapped up there that we could unwrap and turn into stories that will bring more meaning, more enlightenment, more clarity, and understanding on how we could transform our business.
The neuroscience of narrative
Stories that linger do so because they touch something chemical. I invited my friend David to share a podcast with me about this very topic back in October this year, and he is living proof of how he uses storytelling to help his business and his clients’ business. He excitedly says, like a lovable mad professor, ‘Neuroscience shows that when we hear a story, our brains light up like a city at night. It is not just language processing, it is emotional immersion.’
He knocks off on his four fingers.
Dopamine kicks in when the story builds suspense.
Oxytocin flows when we feel empathy for the characters.
Cortisol spikes when there is tension or conflict.
And when resolution comes, we get a hit of endorphins, oh, that warm, satisfied glow.
He excitedly says, ‘This is not just science, it is soul science. Stories connect us at a level deeper than logic. They bypass the gatekeepers of scepticism and go straight to the heart.’
Courage and vulnerability in the boardroom
Priya rarely spoke at meetings, was softly spoken, always prepared, and never interrupted. One day, during a heated debate on company culture, she cleared her throat and said, ‘When I joined, I was terrified. I did not know if I belonged. But one manager took me aside and said, “You do not have to be loud to be heard.”’ That changed everything for her.
The room went quiet, then loud applause. Her story did not just shift the conversation, it shifted the room. You could feel it, the emotional temperature changed. People leaned forward to look at her more closely, their eyes softened. The debate became a dialogue.
That is what stories do. They change dynamics, they connect human souls. They remind us that beneath the titles and targets, we are all just people trying to be seen, heard, and understood.
Think of a moment in your career that changed you. Write it down. Share it with someone. See what happens.
But not all stories are written down. There are those passed from voice to ear, generation to generation. The Aboriginal peoples of Australia have shared their truths through Dreamtime stories, oral narratives that carry wisdom, law, and spirit across centuries. These stories were not written, but they were remembered. They shaped identity, community, and connection.
In business, we often forget that storytelling does not require a slide deck. Sometimes, the most powerful story is the one spoken from the heart, in the moment, with no script, just truth.
Storytelling as a strategic business asset
Every business owner or colleague has a story to tell. Every business has a heartbeat. A reason it exists. A moment it almost did not. A client who cried. A founder who failed, then tried again. These stories create the fuel for your business.
Think of Patagonia’s environmental activism. Or Airbnb’s origin story of renting out air mattresses. These are not just anecdotes, they become strategic assets. They are the emotional architecture of a brand.
The next time you are in a team meeting, ask your team, ‘What is a story from your journey that deserves to be told?’ You might be surprised by their answers.
Stories that build bridges and legacy
An absolute about stories is that they build imaginary bridges. Have you seen this happening? Between departments, between suppliers, between clients and brands. When someone shares a story, they are not just informing, they are inviting, inviting you to connect at an emotional level that shares a world of new possibilities and growth for company members, for company culture, for company profitability.
It is interesting why we remember stories and not statistics. My friend David would say it is because they are sticky. Not like gum-on-your-shoe sticky, more like soul sticky. It is the oxytocin sticky that attaches itself to emotion, and emotion is the glue of memory.
We do not remember the Q3 figures from last year. But we will remember the story of how a team pulled an all-nighter to save a client’s campaign, and then ordered pizza at 2 a.m. That is legacy.
Going back to Priya a short while ago, where she finally had the courage to speak out. Would you say telling a story in the boardroom is an act of courage? Absolutely, it takes bravery. It is saying, ‘Here is what I felt. Here is what I learned.’ Vulnerability is not weakness, it is the internal quality of leadership with a pulse. For me it is being more than brave.
And Priya’s story did not just make her visible, it made her invaluable. And it gave others permission to speak. When one person is brave enough to share, it opens the door for others to follow.
So go, be brave, show your courage, your vulnerability, tell your story at chosen moments for maximum impact, and be remembered.
Choosing the right story to tell
I am often asked which part of my story I should tell. Not every detail deserves to be shared. Strategic storytelling is about editing with empathy. What will resonate? What will reveal? What will move? Think of it like seasoning. Too much salt and it is ruined, just enough and the meal is divine.
You can retell various parts of your story for different scenarios, moments to make an impact, moments to nurture connection, moments to make a succinct point, moments to remind ourselves of our humanness and endeavours.
Let us not forget how we can use storytelling in branding and marketing too. Storytelling is not decoration, it is differentiation. It is how you go from ‘just another option’ to ‘the only choice.’ It is how your story will be retold again. How it stands apart and proudly, how clients relate to your brand and their desire to be a part of the story.
Nike does not sell shoes. It sells stories of grit. Dove does not sell soap. It sells stories of self-worth. So, tell me, what do you sell?
Which story will you tell to help your business grow? Will it be the story of your first failure? Your biggest risk? Your quietest win? Whatever it is, make it real. Make it relatable. Make it resonant.
Because in the end, people do not buy what you do. They buy why you do it, and how it makes them feel. Stories are not a luxury in business, they are the pivot that lifts connection, culture, and conversion. Choose one story from your business journey. Refine it. Share it and watch what it attracts.
I hope the above resonates with you, and if it did and you want to find out more about sharing your storytelling in business and beyond, please connect with me here.
I offer 1:1 coaching, mentoring, and advising.
Anne Beth Jordan, Coach/ Mentor – You and Your Business
Anne Beth Jordan embarked on her entrepreneurial journey in China during its early days of global reintegration. Her immersive experiences with diverse cultures have deepened her expertise in international trade and relations. Now, she leverages this rich background in her coaching and mentoring business, offering tailored professional development for CEOs and key management, as well as personal and leadership growth for individuals. Her mission – her belief that each person is unique, and so is her approach to every client.
