“Effective stories that win both listeners’ hearts and minds are critical communications tools that can enable leaders to achieve difficult strategic goals,” write Doug Randall and Aaron Harms in an article in Strategy & Leadership magazine. The onus is on leaders—not their audience—to deliver a successful narrative that transfers meaning and motivation. The authors warn executives that their strategy initiatives are at risk every time the message they deliver is not convincing or clear.

The authors discuss four elements leaders must understand to tell stories and convey messages that will influence. These elements—audience, purpose, acts, and flow—involve fundamental choices leaders must make as they construct their narratives.

“Effective narratives are largely the product of discipline and structure, not merely art or creative serendipity,” the authors write. “And discipline and structure can be enhanced by learning how to present them using story-telling techniques. Leaders can learn to be better storytellers and in doing so, increase the likelihood they will achieve their strategic goals.”

Doug Randall is Managing Partner of Monitor 360 and a Partner at Monitor. He has nearly 20 years of professional experience serving governments and private sector organizations in strategic planning, scenario thinking, networking, and complexity management. Doug is a recognized thought leader on managing uncertainty, designing effective institutionalization programs, and a select set of geopolitical issues. He can be reached via e-mail at Doug_Randall AT Monitor-360 DOT com.

Aaron Harms, an Associate Partner at Monitor 360, focuses on complex problems and capability development in the geopolitical and organizational arenas. He has led engagements on a broad array of topics, including persuasion and propaganda, visualization and communication, strategic surprise mitigation, and anticipative analysis of actions and choices. He can be reached via e-mail at Aaron_Harms AT Monitor-360 DOT com.