Whether it’s the 70% of companies investing in one form of content marketing or another to transfer knowledge about products, or the 65% of our social conversations that are grounded in personal sharing and gossip, we rely on a story as our main medium of telling our tales that speak to our humanity and our spirituality.

Storytelling can sell a product or alienate a brand. It can raise awareness of social issues and change the course of society. Storytelling can make complex topics more manageable.

Storytelling is a powerful tool when used correctly. Relating facts is not enough. Interweave those facts into something your audience can care for – is invested in. Deliver the story with impact.

Let’s say, for example, that you grew up with some challenges. You could look at your story in one of two ways. Either you are resentful that you didn’t have all of the advantages you felt you should have, OR you picked yourself up, brushed off the dust and moved forward in the face of adversity.

Same circumstances, yet two different stories can emerge. It’s all in the way you tell your story. An example is when I tell the story of visiting the family farm and accompanying my grandmother to gather eggs. It was the event I learned that one must take risks to move ahead in life. Told differently, it could also convey the importance of listening to your elders.

I encourage you to take some time to think about how you present your story to others/your audience. Is your story holding you back, or is it propelling you forward?

Here are some thoughts to get you thinking about your story:

• How did you get to where you are today?
• What traumas or triumphs have you experienced?
• Who was your inspiration?
• Why did you choose this career path?
• Why should I listen to you?

No one has the same story – use this to your advantage – to bring a unique perspective to your leadership role.

“Leadership is autobiographical. If I don’t know your life story, I don’t know a thing about you as a leader.”

-Noel Tichy

If you are struggling in your role, defining your story can be a catalyst for change. It can unlock deeper relationships and unearth untapped resources.

We share our culture, beliefs, and ways of life through stories. We champion our strengths and successes, teach life lessons, and expose our vulnerabilities and shortcomings. These are the stories of leaders.

As people, we are believed to be hardwired to respond to stories most over alternative forms we use to share information. What’s more effective, a list of dry facts and figures or an interwoven story that puts us in the heart of the action?

The resulting impact of the story on the brain contributes to the production of “oxytocin.” The hormone, often referred to as the “love hormone,” increases during hugging and orgasm. It also benefits us in treating depression, anxiety, and intestinal discomforts. Oxytocin also contributes to maternal behavior and social bonding.

Oxytocin also builds trust, which is one of storytelling’s primary goals. I experience this when working with groups of leaders within an organization. When I share personal stories, each with a clear point focused on the topic, a connection emerges from the group that allows them to trust whatever lesson I am teaching at that given moment.

Case in point: I recently watched a short series on Netflix titled Luckiest Girl Alive. The lead character, TifAni, tells the story of how she was raped in a private boarding school. Soon after her essay is published in the New York Times Magazine, Ani (the shortened name she goes by as an adult) receives one message after another from other women praising her for her courage to tell the truth. This prompts each of the women who message her to share their own stories of being taken advantage of at some point in their lives.