Each week, we share a practical technique to become a more effective storyteller and analyze a video that demonstrates its use in the real-world.
Quote of the week
"When we tell our own story, we teach the values that our choices reveal, not as abstract principles, but as our lived experience.” Marshall Ganz
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Communicating values virally
Ever pitched a "company value" and watched eyes glaze over? I have. A few years back, my leadership team spent weeks crafting what we thought was the perfect set of values. Clear. Inspiring. Undeniably right. We launched them with much fanfare, only to realize nobody felt them.
In business, values like "integrity" or "innovation" are just labels until you see a team walk away from easy money to do the right thing, or watch an intern’s wild idea save a project. The best leaders recognize this. They don’t preach values. They reveal them through stories of hard choices, failures, and turning points following a 3-step pattern.
Challenge
Start with friction.
It could be a problem, conflict, or mistake.
Value in action
Show the human response.
It is the choices, the emotions, the effort.
Proof
End with transformation.
What changed, and why it mattered.
Example 1: Satya Nadella on "Empathy" at Microsoft
Abstract Value: "We value empathy."
Story: When Satya Nadella took over Microsoft, he shared how parenting his son reshaped his leadership: "I learned to meet people where they are, not where I wanted them to be." He then tied this to doing away with stack rankings (a brutal employee review system) - showing empathy via policy change.
Why It Works: Personal struggle → Organizational impact.
Example 2: Sheryl Sandberg on "Resilience"
Abstract Value: "We persevere."
The Story: After her husband’s death, Sandberg wrote Option B, detailing how she rebuilt her life and work. By sharing her grief and mistakes, she made "resilience" visceral for her team.
Why it works: Vulnerability creates trust in the value.
Example 3: Howard Schultz on "Excellence" at Starbucks
Abstract Value: "We master our craft."
The Story: In 2008, Schultz shut 7,100 stores for energizing 135,000 employees and training some baristas in the “art of espresso”. He framed it as “the decision to close our stores was a statement: We would not let growth dilute our quality or our culture.”
Why it works: Excellence > profits.
Want to Sharpen Your Storytelling Skills?
Next cohort of Success Through Persuasive Storytelling (rating 4.8/5) with Sri Srikrishna and Bikash Chowdhury starts on Sep 10, 2025. Registrations open.
Video
In this talk, Aimee Mullins turns what many perceive as weakness into a declaration of strength - showing how adversity can be the seed of our most powerful identity.
Aimee introduces friction [00:16] by unpacking the word “disabled”, exposing its painful synonyms - crippled, useless, mutilated.
She then talks about exercising choice [06:16]. She celebrates how adversity - being born without shinbones, didn't hold her back but propelled her to become a sprinter, model, speaker, and trailblazer. In that choice, she reclaims narrative power.
Finally, Aimee shows how adversity can become a wellspring of identity, art, and connection, bringing forth transformation [11:57]. She argues that embracing difficulty doesn’t detract from life - it enriches it, expanding our sense of possibility.
Whether you’re leading a team, pitching an idea, or simply trying to inspire those around you, remember the power of moving from friction to choice to transformation. Everyday moments - small wins, tough calls, lessons learned - can turn big ideas into real stories. Start by noticing them, then share them simply and honestly. Do this often, and your stories will quietly shape how people see you and what you stand for.