Even if you’re on the right track, you’ll get run over if you just sit there.
— WILL ROGERS
A great story that is well told creates energy within those who hear it. If that story is cogent and unforgettable, that energy can be transformed into intellectual commitment. If it is also uplifting and human and challenges people to pursue a noble vision, it can win emotional and spiritual commitment as well—if the leader has the competence to tell the story well.
But the mere telling of the story is not enough. Leaders must capture and direct the energy that the story creates—they must mobilize it. Leaders have four important responsibilities ...