Leader as storyteller

Abstract

PurposeThe purpose of this article is to address the importance of storytelling in the twenty‐first century business context where the emphasis has shifted from the trainer to the learner, from the producer to the consumer and from the leader to the follower! The article underlines the human side of management business and introduces the ancient tool “storytelling” for inspirational leadership.Design/methodology/approachThe article aims to provide the author's insight and practical advice on storytelling in leadership communication rather than a theoretical approach. The insights are also supported exemplifying real life storyteller leaders.FindingsThe article provides insights about how storytelling skill supports leaders in their communication. It suggests that leadership communication should focus not only in the content of the message but also the context as well. It also recommends leaders to excel at the art of metaphor to become a skillful storyteller leader.Research limitations/implicationsThe opinions expressed in this article represent the author's own point‐of‐view.Practical implicationsThe article includes implications for developing the storytelling skills of leaders which is required in order to establish a sustainable leadership communication in the fast pace of change of the twenty‐first century business context.Social implicationsThe article includes implications for authentic leadership with its approach to address the human aspect of management.Originality/valueThis article addresses the need for leaders to study how storytelling can be used as a tool in their leadership communication.