The Accidental CEO Part 14
Jenny Burns
CEO at B Corp accredited Magnetic ?? | Innovator ?? | Storyteller ?? | The Accidental CEO | Designing Better Futures ?? | Positive Disrupter ?? | Board Member | Small Business Advisor
Storytelling: The underrated superpower
If I had to name one skill that has shaped my career more than any other, it would be storytelling.
I’ve spent over a couple of decades working in communications, brand and marketing, and looking back, I’m grateful for the foundation it gave me. I started my career in comms at WHSmith, and from day one, I loved it. Whether it was crafting a message or speech, managing a crisis, or shaping how the brand was perceived, I quickly realised that being able to tell a story was a business superpower.
And yet, storytelling is often underestimated in the business world. It’s seen as something soft, an afterthought, rather than a core skill. But the reality? It’s vital. The ability to communicate a vision, navigate a crisis, inspire a team, or sell an idea, a product, or even yourself is one of the most powerful tools in leadership.
Why storytelling matters in business
Great storytelling isn’t just for authors or marketers. It’s a skill that every leader, entrepreneur, and professional needs.
?? It helps you sell a vision – Whether you’re rallying a team around a strategic goal or pitching a new idea, people connect with stories, not dry data. A well-told story makes your vision compelling and memorable.
?? It’s essential in a crisis – I’ve worked in crisis comms, and trust me, when things go wrong, the words you choose matter. Clarity, honesty, and the ability to shape the narrative can make or break reputations.
?? It makes you stand out – Whether you’re in an interview, leading a presentation, or building a business, storytelling is how you make people remember you. Facts and figures might be impressive, but stories are what stick.
?? It builds brands people love – Customers don’t just buy products; they buy into stories. Whether it’s a company’s purpose, a founder’s journey, or the experience a brand delivers, storytelling shapes how people feel about a business.
Storytelling in action - my personal lessons
Some of the most pivotal moments in my career have hinged on getting the story right.
?? Managing comms in a crisis
One of the biggest tests of storytelling is when things go wrong. Early in my career, I worked in crisis communications and saw firsthand how a well-handled message could turn chaos into clarity. In tough situations, storytelling isn’t about spin - it’s about trust. If you don’t own the narrative, someone else will.
?? Selling change at scale
I’ve worked on big transformation programmes where getting people on board was as much about storytelling as strategy. Whether it was writing bold speeches for CEOs on cost-cutting and change or shaping brand repositioning, the key was always helping people see the bigger picture and feel part of the journey.
?? Building a business
As a CEO, storytelling has never been more important. Whether it’s selling our expertise to clients, attracting talent, or communicating our purpose, the ability to tell a clear, authentic, and compelling story is at the heart of growth.
Top tips
? Start with emotion, not facts – People remember how you make them feel more than what you tell them. Lead with the human side of the story.
? Know your audience – Whether you’re talking to employees, customers, or investors, tailor the message to what they care about.
? Be clear, be human – Jargon and corporate-speak kill great stories. Speak like a person, not a press release.
? Show, don’t just tell – Bring stories to life with real examples, experiences, or anecdotes. A personal touch makes all the difference.
? Practice out loud – The best storytellers don’t just wing it. Rehearse how you communicate key messages. It makes a difference when the stakes are high.
Final thoughts
Storytelling has been one of the most valuable skills in my career. Helping me navigate challenges, inspire action, and build something meaningful. If there’s one skill I’d encourage every leader to develop, it’s this. Because in business, the best story wins.
– The Accidental CEO
If you'd like to read any of my previous newletters, here they are:
The Accidental CEO #1 - The Accidental CEO
The Accidental CEO #2 - Embracing uniqueness shaped my career
The Accidental CEO #3 - Trade-offs are part of success
The Accidental CEO #4 - Take a chance on me
The Accidental CEO #5 - The rollercoaster ride of leadership
The Accidental CEO #6 - The power of connection?
The Accidental CEO #7 - The 3 Cs
The Accidental CEO #8 - Life is a prototype
The Accidental CEO #9 - Curiosity: A leader’s superpower
The Accidental CEO #10 - Why normalisation is a leader’s enemy
The Accidental CEO #11 - When your strengths are also your challenges
The Accidental CEO #12 - The hardest decision Is not deciding
The Accidental CEO #13 - The Power (and limits) of optimism in leadership
COO at Simply Business
11 小时前I completely agree Jenny Burns! Storytelling is such an underrated but powerful skill. As you've said, it's not just about telling stories, it's about connecting with people on an emotional level and making them understand and buy into your message. When you can do that, you can persuade, inspire, and motivate others - and not only at work - it comes handy with teenage children too ???
Brand Strategy & Propositions Innovation
12 小时前Thanks for sharing this Jenny Burns, a very useful and timely reminder for me! The top tips make it so simple. For me, the top top tip is knowing your audience and being able to flex the story to speak to their needs/priorities. With busy teams and tight budgets, getting the right people connected to your story is essential. Looking forward to the next article ??
Brand Building | Innovation | Growth
3 天前Thanks for the mention Jenny. I've just started reading A Story is a Deal by Will Storr, so your post is timely. I love it when a powerful story has been hiding inside a company and you just have to reveal it. Like how shortening Just Retirement to Just unlocked the 'fair' and 'exact' meanings as well as the 'simply' meaning, and allowed the team to put their principles front and centre.
Innovation Consultant | Design Thinking Trainer | Designing Better Futures at Magnetic
3 天前Couldn't agree more with this article Jenny! Your reflections remind me of a quote we talk about a lot in our Storytelling Masterclass: "Stories are the single most powerful weapon in a leader's arsenal". I think this hits the nail on the head. If you do it with authenticity - and sometimes a good dose of vulnerability - you're more than capable of moving hearts and minds.
Brand Strategist | Facilitator | Copywriter | Optimist who likes nothing better than rousing people creatively to raise their innovation game and realise their dreams. Snap. Crackle. Pop.
3 天前Thank you Jenny Burns ? business storytelling challenge accepted... As a green happy-go-lucky graduate trainee in 1988, I was seconded to help repel Australian brewers Elders IXL’s $2.7 billion hostile takeover bid of my first employer Scottish & Newcastle. My uni friend Robert Hardman was writing the Telegraph’s City Diary, and I naively let slip that our corporate defence team had ousted the company barbers. When Robert’s story duly broke about ‘longer hairstyles in the S&N boardroom’, I was immediately called, terrified, up to the board room. However, our CEO Sir Alick Rankin, rather than haul me over hot coals, turned his ire instead on his PR people, Lowe Bell Financial for their lack of cut through. I exited quickly, much relieved, with profile boosted and a new nickname: ‘Scoop Gore’. It taught me to manage journalists carefully, and the extraordinary power of a personal network.