How storytelling shifts messaging into engagement

The Planet and Me is a webinar series focused on helping you articulate your true value in a way that opens doors and drives growth. Each episode features expert conversations packed with actionable insights to sharpen your knowledge and position you for greater success and recognition within your organization.

In a recent episode, I had the opportunity to converse with Karen Eber, CEO and Chief Storyteller of Eber Leadership Group. Eber, a TED speaker and author of “The Perfect Story” explains that mastering your communications outlets — emails, voice messages, texts, blogs, newsletters, advertisements, social media and so much more — via storytelling could be the key to advancing to the next level.

“Communication is pushing out the message that you want people to hear,” Eber explains. “Stories are the pull. They invite you into it and give you an experience where it's not being done to you. You are a part of it.” As someone who leads teams, this distinction resonated with me. How often do we default to pushing information at our people rather than drawing them into a shared understanding? 

The science behind storytelling’s effectiveness is compelling. Eber shares research showing that without interaction, people forget information within an hour of hearing it. Stories, on the other hand, create a neural bond between the storyteller and the listener. When a leader shares in an authentic way, oxytocin — the trust hormone — is released, creating a genuine connection that can't be manufactured. The power of storytelling becomes even more crucial in our global, hybrid workplace by helping people relate and connect across genders, generations and geographies.

Here are some of the key takeaways from my conversation:

• Start with your audience, not your PowerPoint slides
• Share personal anecdotes to build trust and connection
• Focus on creating experiences, not just delivering information
• Use storytelling to bridge cultural and geographical divides
• Remember that vulnerability and authenticity matter more than polish
• Make time for storytelling — it’s an investment in engagement and understanding

Watch the full interview to hear Eber’s practical strategies for developing your storytelling muscle and creating messages that pull rather than push.