The Power of Storydoing: Turning Words into Action

• March 29, 2025
• Ray Yuen
• no comments

As a facilitator of storytelling and communication workshops, I often see leaders struggle to turn their messages into meaningful actions. Recently, two inspiring stories from Hong Kong caught my attention – a local couple’s kindness on a Korean reality show and McDonald‘s staff earning praise for a heartwarming act. Both stories highlight the power of Storydoing, a concept that integrates action into the narrative, turning audiences into active participants who co-create outcomes.

Storytelling vs. Storydoing: Why Action Matters

Storytelling is about crafting emotionally resonant messages to build awareness. However, it often stops at inspiration. Storydoing, on the other hand, compels action by engaging audiences in immersive experiences. In the context of leadership development, Storydoing can be a game-changer. By turning your team into active participants, you can foster a culture of collaboration and innovation.

In our “Executive Influence” program, we emphasize the importance of inclusive storytelling, or Storydoing, to enhance leadership impact. This approach empowers leaders to inspire trust and drive collective action by creating narratives that resonate across diverse audiences.

Storytelling communicates. Storydoing ignites.

The Storydoing Loop: A Path to Impact

Let’s look at a practical example from the UK. A municipal official faced a low take-up rate for a housing scheme for the homeless. By shifting from Storytelling to a five-step Storydoing Loop Strategy, they achieved remarkable results:

1. Story Listening: Gathered authentic stories from the homeless to understand their needs.
2. Story Understanding: Discovered that pets were a major deterrent for applicants.
3. Storytelling: Changed the narrative to “home for you and your pets.”
4. Storydoing: Invited applicants to experience living with their pets and share their stories.
5. Story Transforming: Saw a significant increase in take-up rates, leading to a more inclusive policy.

A Leadership Story: Richard Branson and Virgin Group

Richard Branson, the founder of Virgin Groups, is a great example of how Storydoing can transform employee engagement. Branson doesn’t just tell stories about Virgin’s mission; he creates experiences that turn employees into part of the story. By fostering a culture of innovation and entrepreneurship, Branson empowers his employees to be active participants in Virgin’s narrative. For instance, Virgin’s focus on employee well-being and flexible work environments is not just communicated; it’s lived through immersive experiences like on-site gyms and flexible work policies.

This approach to Storydoing involves engaging employees in the narrative of Virgin, from the design of workspaces to the encouragement of entrepreneurial spirit. By doing so, Branson turns employees into advocates, fostering a loyal community that drives the brand’s success.

Applying Storydoing in Leadership Training

In our learning program, we focus on empowering leaders to integrate Storydoing into their communication strategies.

By doing so, leaders can create immersive experiences that turn their teams into active participants, fostering a culture of collaboration and innovation.

Through inclusive storytelling a.k.a. Storydoing, leaders can amplify their influence by engaging diverse stakeholders and driving collective action.

Reflection Questions

As you consider your leadership journey, take a moment to reflect on these questions:

1. How can you use Storydoing to amplify your influence across diverse audiences?
2. How can you create narratives that resonate with your team and stakeholders?
3. In what ways can you use inclusive storytelling to build trust and drive collective action in your organization?

In today’s complex leadership landscape, turning words into actions is crucial. By embracing Storydoing, you can build trust, inspire your team, and create a positive workplace culture. Let’s move beyond just telling stories and start doing them together!