It has been said that words define us. In fact, certain statements or phrases conjure up strong emotions and memories. For example, remember when your daughter or son would say, “Tell me a story?”

Most families have an uncle, aunt, grandparent, father or mother, who will be asked when a large group of family and friends are sitting around the Thanksgiving table to recall a certain funny family event, story or memory. We all cherish these special times. (I must admit that I am the storyteller in my family, and each time I tell the story I add a little “Italian spice.”)

According to Dr. Howard Gardner, a Harvard professor, “Storytelling is the single most powerful tool in a leader’s toolkit.” Every brand, every company and every experience has a story!

Clearly, data, statistics and facts tend to overwhelm us. Well-crafted and well-told stories assist in:

• Communicating the company vision

• Clarifying and perpetuating values

• Building awareness, agreement and a strong sense of community

• Shared successes and knowledge

• Engendering pride and a sense of achievement

• Shining light on how the company defines itself

In our industry, stories spread like wildfires, driving excitement, engagement and motivation, as well as creating legacies that fuel organizations for generations.

Every organization is a living organism with a rich, emotional and very human history. Founders, owners and impactful leaders, who gave birth to a dream and grew the business, embody its rooted foundation and its wings of change and growth. Your company’s stories need to be told. Stories stick.

We all remember the story of Sam Walton and how he started Wal-Mart. Or that of another businessman, Lee Iacocca, who reduced his salary to one dollar while asking Chrysler employees to sacrifice.

In fact, stories “speak” to us. They appeal to our intellect and reason by providing evidence and information to bolster arguments and assist employees to make informed decisions emotionally. They bond organizations that share the same story and provide groups with a strong sense of belonging.

Stories, like your business model, sometimes need renewal. There is a huge impact through business storytelling!

Storytelling is uniquely a human endeavor. In fact, mythology from the ancient Greeks and Romans (Italians) still permeate our culture today in the names of cars, planets and companies. Stories are as old as humankind.

Stories boost employees’ self-efficiency. Listening to stories gives employees courage to overcome obstacles and gives them belief in their own abilities to persevere and conquer fears. The stories that a company broadcasts about itself have a powerful impact on customers, shareholders and employees.

Stories have emotional appeal. We empathize with other people through stories. We go through their joy, pain and journey with them. Think about it, a movie is a story. A book is a story. Today, we have social media, indeed also a story.

Historically, we know that stories played a key role in our industry in transferring knowledge. To ensure our future, we must continue to spread the good news! Stories align our mission, support and document our rich history and contain powerful emotion.

Stories are indeed part of the human spirit. They touch our personal core and provide a natural means for validating our personal and professional values.

Leadership involves creating a story -- a vision -- that significantly affects the attitudes, thoughts and behaviors of employees who become strong participants in the positive change.

Storytelling can drive almost every aspect of the business environment from strategic planning to assisting in the transformation of the business enterprise.

The leaders we respect and admire are in large part to the very human stories they have shared with us. They pass on their passion as well as the pure excitement of the exploration for the aftermarket of the future.

Their stories are uplifting and make employees a part of the story, which is truly an honor. Perhaps it is time to focus less on PowerPoint presentations and more on telling the company story in a very human and authentic way!

Stories influence every facet of our lives. They are as ubiquitous as the air we breathe, and as important. Harness their power!

The next time a customer or an employee inquires about your business, tell them your story!