"A good story is shaped by the storyteller. A great story is shaped by the audience.” Zebu

Before we begin—thank you. In the previous issue, we invited you to join a small group of readers who want to continuously improve their storytelling. The response was far warmer and larger than we expected. We’re grateful to each of you who wrote in.

These groups will start early in the new year, and if you’d still like to be part of one, just reply to this email with “Add me.” We’ll include you.

One of the biggest misconceptions about storytelling is thinking the story belongs to the protagonist… or the person telling it. But storytelling has never worked that way.

A story is co-created between the teller and the listener.
It’s not what you say — it’s what the audience hears, interprets, and carries away.

That means the same message can land as inspiring, confusing, empowering, or irrelevant depending entirely on who’s listening.

If we want to get better at storytelling — especially as leaders, managers, founders, or creators — we need to get better at understanding:

Great storytellers aren’t just great speakers. They’re great adapters.

And few modern leaders demonstrate this better than Jacinda Ardern.

Jacinda Ardern often communicated variations of the same core message:
“We need to stay connected, stay calm, take care of one another.”

But the way she expressed it changed dramatically depending on the audience.
Here are three examples:

Audience: heads of state, diplomats, global institutions
What changed: She used abstract, high-altitude language (“democracy,” “misinformation,” “partnership”). She leaned on global stakes, collective responsibility. Her tone—measured, formal, statesmanlike. The structure: analytic → moral → leading to cooperative call to action.

This was Jacinda-as-world-leader inviting nations to see themselves inside a shared global narrative.

Audience: everyday New Zealanders under stress
What changed: Use of concrete, simple language. Heavy use of reassurance (“We will get through this if we stay kind”). Direct behavioral guidance. Her tone: warm, steady, human. The story frame: responsibility with empathy.

Here she becomes the calm center of a storm — the anchor.

Audience: citizens, families, young people, those not watching formal briefings
What changed: Use of a conversational, intimate tone. Humor, small human details (“Sorry, just put the baby to bed…”). Reduced formal framing and short, clear explanations.

This wasn’t just “leadership.”
It was relatability — building trust through relaxed storytelling.

The goal never changed. But the audience changed the form — tone, language, metaphor, pacing, and even posture. That’s the lesson.

Pick one message you need to convey this month — at work, at home, or in a presentation. Then ask yourself four questions:

You’ll be surprised at how much the story needs to shift once these become clear.

If you want, tell us the message and the audience — we’ll help you tailor it.
Just reply with “I have a message” and we’ll share a custom suggestion.

Here are three short videos that show exactly how audience shapes storytelling. Watch the shifts in tone, word choice, and emotional posture.

Watch the shifts in tone, word choice, and emotional posture.