How leaders can use powerful narratives as change catalysts

Abstract

Purpose

Modern leaders need to encourage their organizations to thrive on innovation and embrace opportunities to do things differently. Based on the author's experience training executives, the paper aims to conclude that successful leaders inspire enthusiasm for change through communication that is fundamentally differently from the traditional, abstract approach.

Design/methodology/approach

Effective leaders communicate by first getting attention, then stimulating desire and only then reinforcing with reasons. The paper explains the surprising method that works best in practice.

Findings

The paper finds a surprisingly effective change management skill: learn to tell simple, attention getting stories that enable audiences to recognize and choose future possibilities that they have hitherto missed.

Practical implications

An ability to spark enthusiasm for change through the use of simple but powerful narratives becomes an essential competence for all leaders in the organization.

Originality/value

The paper reveals that the kinds of stories that are effective for leaders in stimulating desire for change are very different from what most people expect.

Citation

Denning, S. (2008), "How leaders can use powerful narratives as change catalysts", Strategy & Leadership, Vol. 36 No. 2, pp. 11-15. https://doi.org/10.1108/10878570810857528