Telling stories that stick: Techniques from classic children’s tales
Five eye-opening lessons children’s fiction can teach us about shaping stories that last a lifetime
What is internal storytelling in business and why does it matter?
Internal business storytelling is about using narratives to make organisational messages feel more human, memorable and meaningful.
Rather than relying only on formal updates or data-heavy communications, storytelling gives people a way to connect with the bigger picture. It turns information into something more relatable, something that sticks.
And when people can see themselves in the story, they’re far more likely to understand it, remember it and act on it.
What does storytelling for business look like for internal comms?
In internal communications, business storytelling means using real examples, lived experiences and meaningful moments to bring messages to life.
That might come from leaders, employees or even customers, depending on what needs to be shared. The important thing is that the story adds context, not just content.
Done well, it helps people understand not only what’s happening, but why it matters.
Benefits of storytelling in the workplace
Storytelling in business helps make sense of highly technical or complex ideas and jargon.
It takes abstract messages and gives them shape, which makes them more engaging and easier to remember. It can also create a stronger emotional connection, helping employees feel more involved in the organisation’s direction.
Over time, that kind of connection supports a more joined-up culture. One where people can see how their own role fits into the wider story.
Children’s stories are some of the most powerful communications in existence, with an appeal that often lasts generations.
How can business storytelling help brands and teams navigate change?
When change is happening, be this through market forces or strategy pivots, stories can help people make sense of what’s going on.
A strong narrative can explain the thinking behind decisions, reduce some of the uncertainty and show how change is being experienced in real life. That can make transformation feel less distant and more relatable.
And when employees can see examples of progress, they’re often more open to getting on board themselves.
How to use storytelling effectively in internal communications
We use stories to make sense of the world, to tie together our experiences and relate to one another. They influence the way we think, feel, act and behave.
It’s no wonder then, that stories are such a powerful way to engage employees and that leaders are continually being encouraged to be great storytellers.
When leaders tell stories about their business they can capture our hearts, inspire our minds, and ignite the potential to create positive and sustained change for all.
Children’s stories are some of the most powerful communications in existence, with an appeal that often lasts generations.
How to create powerful workplace stories
The strongest business storytelling is simple, relevant and easy to follow.
They usually start with a clear situation, introduce a challenge and then show what happened next. That structure gives the audience something to hold on to and makes the message easier to remember.
Most importantly, the story should connect back to something real in the organisation. Something people can relate to or learn from.
We are hardwired to remember, and learn from, the emotional impact of stories.
1. Start by introducing a compelling character
The best children’s books have an unforgettable and unique character.
Consider Harry Potter, Mary Poppins or Peter Rabbit. These characters keep the narrative alive, because you are keen to follow them on the next stage of their journey.
In business storytelling, your character could be your customer, beneficiary, or an employee – but crucially, we must empathise with and relate to them.
Compelling characters help keep the narrative alive, because you are keen to follow them on the next stage of their journey.
2. Then create a conflict
All good story plots are based on conflict and challenge. Here is an example:
Things start off happily. Then the main character has a big challenge to face; his or her story takes you on a rollercoaster ride where the character faces battles, takes risks, fails at first, and ultimately survives – bringing the story to a satisfying resolution.
And this doesn’t have to be in the present. It could be your leader projecting a story about your company’s future – of how your organisation needs to face the difficulties of standing out in saturated markets, and striving to deliver more for less – how will they face these challenges, and adapt to survive?
3. Reveal the resolution
This might be positive or negative. Storytelling for business shouldn’t just paint a positive picture! Real life has ups and downs – people connect to stories with drama. Vitally, the conclusion should complete the story but also call your audience to action.
4. Help people see themselves in the story
The best children’s stories transport you to another world and make you think ‘That could have been me’ or ‘What would I do if that happened to me?’.
Leaders should tell stories of real people in real situations, building empathy, and encouraging us to draw on our own experiences.
Relatable storytelling in business help employees see that each one of them can make a difference to achieving the company mission. They tap into their personal aspirations and help them realise that they can move forward as the heroes in their company.
5. Make stories conversational, not corporate
Organisations often have multiple, competing messages, and jargon-filled communications. Storytelling can cut through the clutter – delivering a single, clear and compelling message.
Leaders should make stories conversational, not corporate – as if they were sitting around a campfire, not a boardroom.
How to use storytelling effectively in internal communications
Good storytelling in business needs a clear purpose.
The story should always support the message, not distract from it. It also needs to be relevant to the audience, because what lands with one group may need more context for another.
When the structure is clear and the tone feels natural, storytelling becomes a powerful way to make internal comms more engaging and more effective.
Choose the right communication channels
The channel matters as much as the story itself.
Some messages are better suited to email, others to the intranet, video or a team conversation. Choosing the right format helps the story reach people in the right way, and at the right moment.
It also gives you more flexibility to reflect different working styles, whether people are in the office, at home or somewhere in between.
Be authentic and involve leadership
Authenticity is what makes a story believable.
Employees are far more likely to engage with business storytelling that feels genuine, specific and grounded in real experience. Overly polished content can lose impact quickly if it feels too corporate or detached.
Leadership can add real value here too, especially when leaders share personal insight rather than just broadcasting messages from a distance.
Deliver a clear resolution and call to action
Every strong workplace story needs a sense of closure.
That doesn’t always mean a perfect ending, but business storytelling should show what was learned, achieved or changed as a result. Without that, the story can feel unfinished.
Where it makes sense, a call to action helps turn the story into something useful. Giving people a clear next step, not just a nice moment of reflection.
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