Stories give life to a vision and help people see and remember it. They give integrity to the vision by grounding it in common values and truths. Telling stories creates trust and captures the hearts and minds of the audience. Stories establish common ground between the teller (the leader with a vision, in this case) and the audience (managers, employees, stakeholders, customers, other leaders, and anyone else associated with the organization). A story is a powerful tool for disseminating a vision; people share the story with others, creating a ripple effect.

Stories galvanize people around a cause and give them confidence as they move forward in the face of uncertainty. Stories are powerful, dynamic, and necessary for communicating ...

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