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Are B2B Leaders Allergic to Storytelling?

In today’s fast-paced, technology-driven world, effective communication is more critical than ever. B2B leaders, who often navigate complex organisational structures and decision-making processes, must find ways to connect with their teams, stakeholders, and clients on a human level. Yet, many leaders seem to shy away from storytelling, relying instead on data-heavy presentations and impersonal communication methods. This raises the question: are B2B leaders allergic to storytelling?

Watch our conversation with Leadership consultant and story telling expert Karen Eber over on the Plan Grow Do YouTube channel

The Power and Relevance of Storytelling

Storytelling is an ancient art that has been used to convey messages, share knowledge, and build connections for millennia. Its relevance in the professional world is gaining attention, not because it is a new concept, but because we are beginning to understand its profound impact on communication. As leadership expert and TED speaker Karen Eber highlights, storytelling isn’t just a tool for entertainment—it’s a strategic asset that can transform how leaders communicate and lead.

Eber explains that storytelling helps cut through the noise of modern communication. With the overload of information that professionals face today, it is easy for key messages to get lost. Stories, however, are memorable. They engage the brain in a way that facts and figures alone cannot. By framing information within a narrative, leaders can make their messages more engaging and easier to remember.

Why Leaders Struggle with Storytelling

Despite its benefits, many leaders struggle to incorporate storytelling into their professional lives. This struggle often stems from a reliance on data and charts. In boardrooms and presentations, it is common to see leaders relying heavily on slides filled with statistics, graphs, and bullet points. This approach, while informative, often fails to engage the audience.

Karen Eber discusses this issue extensively, noting that data alone is not sufficient to convey a message effectively. Boardrooms are frequently filled with data-heavy slides that can overwhelm and disengage the audience. Without a narrative to provide context and meaning, data becomes a series of unconnected facts, making it difficult for the audience to grasp the overall message and take meaningful action.

Eber also points out that leaders often resort to existing PowerPoint decks and talk at their audience because they don’t have time to prepare properly. This leads to disorganised presentations where key points are lost amidst a barrage of information. Additionally, without a clear structure—context, conflict, outcome, and takeaway—the story fails to resonate. Leaders might also list events rather than telling a cohesive story, which can come across as a disjointed sequence of facts rather than a compelling narrative.

The Importance of Vulnerability and Personal Connection

Another major mistake is the avoidance of vulnerability and empathy. Leaders often view these qualities as weaknesses and avoid sharing personal stories. However, Eber explains that vulnerability and empathy are crucial for building trust and connection. When leaders share authentic stories, they release oxytocin in the audience’s brains, fostering trust and engagement. Stories that reveal personal experiences or struggles resonate more deeply, making the message more impactful.

Eber emphasises that storytelling is not about sharing private details but about making a personal connection. A story does not have to be deeply personal to be effective. It can be a simple anecdote that illustrates a point or a lesson learned. The key is to make the story relatable and relevant to the audience.

A Practical Framework for Effective Storytelling

To help leaders incorporate storytelling into their professional toolkit, Eber recommends a simple yet effective structure: setting the context, presenting the conflict, describing the outcome, and highlighting the takeaway. This framework ensures that stories are purposeful and impactful, aligning with the desired outcomes for the audience.

1. Setting the Context:

The context provides the backdrop for the story. It sets the stage and introduces the characters involved. For example, if a leader is discussing a new initiative, they might start by describing the current state of the company and the challenges they face.

2. Presenting the Conflict:

The conflict is the heart of the story. It introduces tension and stakes, making the story engaging. In the context of a business presentation, the conflict could be a problem that the company needs to solve or a challenge that the team must overcome.

3. Describing the Outcome:

The outcome shows how the conflict is resolved. It provides a resolution to the story and highlights the actions taken. For instance, the leader might describe how the team tackled the challenge and what the results were.

4. Highlighting the Takeaway:

The takeaway is the lesson or message that the leader wants the audience to remember. It ties the story back to the main point of the presentation and reinforces the key message.

Real-World Examples of Storytelling Success

Eber shares numerous examples of how storytelling can transform communication in a professional setting. One compelling case involved a leader who had to present to the CEO about a new app his team was developing. Initially, he planned to rely on data and charts to make his case. However, with Eber’s guidance, he decided to start with a personal story about decorating his home for the holidays and the challenges of managing lights without the app. This story created an immediate connection with the CEO, who related to the experience and engaged more deeply with the presentation.

This example illustrates that even in high-stakes situations, storytelling can make a significant difference. By choosing to tell a story, the leader was able to create a memorable and impactful presentation that stood out from the others.

Practical Tips for B2B Leaders

For B2B leaders looking to enhance their storytelling skills, Eber offers several practical tips:

1. Find Opportunities to Tell Stories:

Look for moments in meetings, presentations, and conversations where a story can enhance the message. These opportunities might not always be obvious, but with practice, leaders can learn to spot them.

2. Practice Regularly:

Like any skill, storytelling improves with practice. Start by telling stories in low-stakes situations, such as team meetings, and gradually work up to more significant presentations. The more stories leaders tell, the more confident and skilled they will become.

3. Prepare and Structure Stories:

Use the framework of context, conflict, outcome, and takeaway to structure stories effectively. Take time to prepare stories before important meetings or presentations, ensuring that they are clear, relevant, and engaging.

4. Embrace Vulnerability:

Don’t be afraid to show vulnerability and share personal experiences. Authenticity and empathy can create strong connections with the audience and make the message more impactful.

5. Use Visual Aids Sparingly:

`While data and charts have their place, they should complement the story, not overshadow it. Use visual aids sparingly and ensure they support the narrative rather than distract from it.

Overcoming the Fear of Storytelling

For many leaders, the fear of storytelling comes from a lack of confidence and experience. It can feel daunting to step away from the safety of data and charts and embrace a more personal and narrative approach. However, the benefits of storytelling far outweigh the risks.

Eber encourages leaders to start small and gradually build their storytelling skills. By finding opportunities to tell stories in everyday interactions and practicing regularly, leaders can overcome their fear and become more effective communicators.

Moreover, leaders should remember that storytelling is not about perfection. The goal is not to deliver a flawless performance but to connect with the audience and convey a meaningful message. Authenticity and relatability are more important than polished delivery.

Measuring the Impact of Storytelling

One of the challenges leaders face is measuring the impact of storytelling. Unlike data, the effects of storytelling can be more subjective and harder to quantify. However, there are several ways to gauge the effectiveness of storytelling:

1. Audience Engagement:

Pay attention to the audience’s reactions during and after the story. Are they engaged and attentive? Do they ask questions or share their own stories in response? Engagement is a good indicator that the story resonated with the audience.

2. Feedback and Follow-Up:`

Seek feedback from the audience and colleagues. Ask for their thoughts on the story and its impact. Follow up with key stakeholders to understand how the story influenced their perceptions and decisions.

3. Behavioural Changes:

Observe any changes in behaviour or actions resulting from the story. Did the story inspire the team to take a specific action or change their approach? Behavioural changes can be a powerful indicator of the story’s impact.

4. Business Outcomes:

While harder to measure directly, look for correlations between storytelling and business outcomes. For example, did a story-driven presentation lead to a successful deal or project outcome? Over time, these correlations can provide insights into the effectiveness of storytelling.


In a world where attention is scarce and information overload is the norm, storytelling offers a powerful way for B2B leaders to cut through the noise and connect with their audience. By embracing storytelling, leaders can enhance their communication, build trust, and inspire action.

Karen Eber’s insights and practical framework provide a valuable guide for leaders looking to incorporate storytelling into their professional toolkit. By understanding the common pitfalls, practicing regularly, and embracing vulnerability, leaders can overcome their fear of storytelling and become more compelling communicators.

So, are B2B leaders allergic to storytelling? Perhaps not allergic, but certainly hesitant. However, with the right tools and mindset, they can harness the power of storytelling to transform their leadership and drive better business results.

Further resources:

How to have more effective conversations at work

Of course, check out the work of Karen Eber at and check out the Ted talk below.

The Storyteller’s Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don’t” by Carmine Gallo

Overview: This book delves into the power of storytelling and why it is an essential tool for leaders. Carmine Gallo, a communication expert, explores how some of the world’s most successful leaders and visionaries have harnessed the power of storytelling to inspire, motivate, and lead. The book offers practical advice and techniques that B2B leaders can apply to make their own communication more impactful.

Key Takeaways:

Learn the essential elements of a compelling story.

Understand how to connect with your audience emotionally.

Discover strategies used by TED speakers and business legends to captivate and inspire.

Leaders Eat Last: Why Some Teams Pull Together and Others Don’t” by Simon Sinek

Overview: While not exclusively about storytelling, Simon Sinek’s “Leaders Eat Last” provides deep insights into effective leadership and the creation of strong, trusting teams. Sinek emphasizes the importance of empathy and connection, principles that align closely with the art of storytelling. By understanding and implementing these principles, B2B leaders can enhance their ability to lead through stories.

Key Takeaways:

Learn the biology behind great leadership and trust-building.

Understand the importance of creating a “circle of safety” for your team.

Gain insights into how to foster a culture of collaboration and trust.

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