Why every great leader has a signature story (and how to find yours)

What sets apart the leaders we remember from the ones we forget?

It’s not just their vision, their strategy, or their results—it’s the way they communicate who they are and what they stand for.

At the heart of every great leader’s impact is a signature story—a narrative that captures their purpose, values, and journey in a way that resonates deeply with others.

A well-crafted leadership story makes you memorable, builds trust, and rallies people behind your vision. But most leaders don’t spend time shaping their story. They assume their experience will speak for itself.

The reality? If you don’t tell your story, people will create their own version of it.

What makes a great leadership story stand out?

A powerful leadership story is more than a list of achievements—it’s a narrative that creates connection and meaning.

The best ones have three key elements:

1. A defining moment: The experience that changed your perspective or shaped your leadership approach.
2. A clear message: What you stand for and why it matters.
3. Emotional resonance: It’s not just about facts, it’s about the feeling your story leaves behind.

Take Indra Nooyi, former CEO of PepsiCo. Her leadership story wasn’t just about climbing the corporate ladder—it was about writing a letter to her mother every time she achieved a milestone, a practice that kept her grounded and reminded her of the people she wanted to uplift. That story made her leadership personal and memorable.

Or consider Whitney Wolfe Herd, founder of Bumble, who built a billion-dollar business around the belief that women should make the first move—not just in dating but in leadership and life. Her story of leaving a toxic work environment and creating a company with a different culture became the foundation of her brand and leadership identity.?

Three exercises to uncover your leadership story

If you don’t have a signature story yet (or you’re not sure what it is), these exercises will help:

1. The defining moment exercise

Think back to a moment that shifted how you see leadership. It could be a failure, a challenge, or a breakthrough.

Ask yourself:

• What’s one moment that changed how I lead?
• What did I learn from it?
• How does it shape the way I make decisions today?

Try this: Write down three pivotal moments in your career and the lessons they taught you. One of them is likely the foundation of your leadership story.?

2. The one-sentence leadership story

Great leaders can distil their story into a single, powerful sentence. This helps you clarify your message and communicate it quickly.

Formula: “I believe [core belief], because [defining experience].”

Example:

“I believe leadership is about lifting others, because I once had a boss who did the opposite—and it nearly made me quit.”

“I believe resilience is a muscle, because I learned to lead through personal and professional crises.”

What’s yours?

3. The audience impact test

A leadership story isn’t just about you—it’s about how it inspires others.

To refine your story, ask yourself:

• What do I want people to feel when they hear my story?
• How does my story help them?
• Can I tell it in under two minutes?

Try sharing your story with a colleague or friend. If they can repeat the core message back to you, you’re onto something powerful.

Your story is your leadership legacy

Whether you’re leading a team, pitching an idea, or building a company, your story is the bridge between who you are and the impact you want to make.

Take the time to craft it. Own it. Share it.