Storytelling for organizational change

Sep 29, 2022 | B2B, Rakonto for enterprises

Organizational change is a hot topic these days, with many companies looking for ways to improve efficiency and effectiveness, and storytelling is one tool that can help.

Storytelling is an effective way to promote understanding and buy-in for change initiatives, as well as help people make sense of their experiences during times of transition. 

Leaders must be able to effectively communicate the need for change, inspire others to buy into the vision, and execute the plan flawlessly. 

A well-told story can be a powerful tool in driving organizational change to help leaders connect with their audience on an emotional level, making the message more relatable and memorable.

If you are considering using storytelling as a tool for organizational change, this article will shed some light on the topic and provide you with some tips to get started.

What Is Organizational Change?


Organizational change is any type of change that happens within a company or organization. It can be something as small as a new employee handbook being distributed, or something as major as a complete rebranding of the company.

There are many reasons why companies decide to go through organizational changes, such as needing to keep up with the times, wanting to be more efficient or effective, or responding to a change in the market. 

Whatever the reason may be, leaders must ensure that they are effectively communicating the need for change to their employees so that everyone is on board with the vision.

The importance of storytelling in organizational change


Your organization is going through a lot of changes. Some of these changes are good, and some of them are bad. But no matter what the change is, it can be difficult to get everyone on board with the new plan. That’s where storytelling comes in.

Storytelling is a powerful tool that can help you rally people around a common cause that can be especially helpful during times of change. When you tell a story, people are able to see the situation from your perspective and understand why the change is necessary.

What’s more, stories are memorable. They stick with us long after we’ve heard them. So, when you’re trying to communicate a complex message during a time of change, a story can be a very effective way to do it.

When leaders tell stories effectively, they can use this skill to help enact organizational change. A personal story that is authentic and purposeful that does not require extensive preparation can be shared in various ways to help achieve this goal.

How to use stories effectively in organizational change

When using stories for organizational change, it is important to keep the following in mind:

The story should be relevant to the change that is taking place

The change that is taking place may be difficult to grasp, and stories can help make the change more relatable. A good story should be something that people can easily connect to so that they can understand the change that is happening within the organization. 

The story should also be inspiring and motivating so that people are more likely to get behind the change.

The story should be relatable to the employees who will be going through the change

Employees who are going through organizational change can often feel lost and uncertain. A story that is relatable to them can help ground them and give them a sense of understanding. 

The story should be something that speaks to the challenges they are facing so that they feel supported in times of change.

For example, If the organizational change is a restructuring of the company, a story about someone who had to go through a similar change could be helpful. This story can provide insight into how to effectively manage the change and what challenges to expect.

If the organizational change is a new initiative that is being implemented, a story about someone who was successful in implementing a similar initiative can be inspiring. This story can show employees what is possible if they put their minds to it and work hard.

The story should be inspiring and promote a positive outlook on the change

Not everyone will be on board with the change at the beginning, and that is why leaders need to promote the change in an inspiring way that will get everyone on board. Showing a positive outlook on what the change can bring will encourage employees to be more open to the idea.

Examples of organizations that have used stories successfully in organizational change


Google: When Google decided to restructure the company, they did not just announce the change to their employees. 

They held a town hall meeting called TGIF, where they told stories about why the change was necessary and what it would mean for the company. This inspired their employees and showed them that the company was committed to making the change successfully.

Starbucks: When Starbucks decided to close all of its stores for a day to train their employees on racial bias, they did not just give a lecture on the importance of diversity. 

They told stories about how racism had affected their customers and employees, which helped to promote understanding and awareness for equality.



Whether you’re the CEO, Senior Executive, or Manager, communicating any organizational change to the rest of the team through a captivating and inspirational story is a skill that will help you lead your team through times of change.

If you’re looking to improve your storytelling skills, Use Rakonto to help you record your story, collect feedback from your audience in minutes, and improve your storytelling skills with the many features and resources available.

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