--- title: "The #1 Underrated Skill in Business" description: What skill are leaders pushing their teams to develop? It may not be what you expect, but it's a must-have skill that can set your organization apart. image: https://www.shiftthework.com/hubfs/inspiring-action-through-stories-at-work.jpg --- [![Shift The Work](https://www.shiftthework.com/hs-fs/hubfs/Shift_The_Work_July2018/images/new-shift-logo-mobile.png?width=300&height=328&name=new-shift-logo-mobile.png "Shift The Work")](https://www.shiftthework.com/) - [About](https://www.shiftthework.com/about-shift/) - [Blog](https://www.shiftthework.com/blog) - [Latch](https://www.shiftthework.com/latch) - [CONSULTING](https://www.shiftthework.com/shift-consulting) - [SOCIETY](https://www.shiftthework.com/shift-society/) [![Shift The Work](https://www.shiftthework.com/hs-fs/hubfs/Shift_The_Work_July2018/images/new-shift-logo-mobile.png?width=300&height=328&name=new-shift-logo-mobile.png "Shift The Work")](https://www.shiftthework.com/) [![Shift The Work](https://www.shiftthework.com/hs-fs/hubfs/Shift_The_Work_July2018/images/new-shift-logo.png?width=348&height=348&name=new-shift-logo.png "Shift The Work")](https://www.shiftthework.com/) - [About](https://www.shiftthework.com/about-shift/) - [Blog](https://www.shiftthework.com/blog) - [Latch](https://www.shiftthework.com/latch) - [CONSULTING](https://www.shiftthework.com/shift-consulting) - [SOCIETY](https://www.shiftthework.com/shift-society/) [← Return to Posts](https://www.shiftthework.com/blog) # The #1 Underrated Skill in Business April 5, 2022 *•* [SHIFT](https://www.shiftthework.com/blog/author/shift) ![inspiring-action-through-stories-at-work](https://www.shiftthework.com/hs-fs/hubfs/inspiring-action-through-stories-at-work.jpg?width=690&name=inspiring-action-through-stories-at-work.jpg) Up until recently, people considered storytelling as something that only authors and movie creators do. The importance of storytelling in the business world is now coming into the spotlight as more leaders are looking to build these skills within their organizations. Here are the top 3 reasons why every leader should have "build storytelling skills" at the top of their list: 1. **More effective communication:** stories elicit emotion which makes messages more memorable 2. **Inspired action: **when people are connected emotionally, they're more inclined to take action and put in discretionary effort 3. **Deeper and more trusting client relationships: **beyond the actual product or services, clients buy (and keep buying) when they connect with your story ## **Supercharge Your Storytelling Technique** The emotional connection created through stories has the ability to empower your team and transform your business. Tune into [this 15-minute on-demand webinar](https://www.shiftthework.com/storytelling-webinar) to pick up tips and tricks for telling stories that help you meet your goals. [![FREE ACCESS](https://no-cache.hubspot.com/cta/default/4630421/3faa2c7e-934d-4085-af21-ae1ef882849c.png)](https://cta-redirect.hubspot.com/cta/redirect/4630421/3faa2c7e-934d-4085-af21-ae1ef882849c) Don't have time to watch right now? Keep reading for a taste of some key takeaways from the storytelling session. ## **Storytelling is an Underrated Skill** From pitching an idea to building relationships, storytelling plays a role whether you realize it or not. By sharing a compelling story, people will retain what you say and feel inspired to take action. ![facts-remembered-if-part-of-story](https://www.shiftthework.com/hs-fs/hubfs/facts-remembered-if-part-of-story.png?width=1200&name=facts-remembered-if-part-of-story.png) ## **Business ROI of Stories** [Research](https://www.amazon.com/Corporate-Culture-Performance-John-Kotter/dp/1451655320) conducted by Harvard professors John P. Kotter and James L. Heskett found how stories can directly affect an organization's bottom line. They saw how companies that successfully communicated their purpose and value could achieve profit performance that was 750 times greater than those that didn't. This example showcases how [sharing stories at work](https://www.shiftthework.com/blog/make-storytelling-your-team-superpower) – like about company vision – can help employees feel more connected and engaged. With more engaged employees, companies find higher levels of performance, which results in significant business growth. ## **Frame Your Story** Stories will resonate and have a lasting effect when they: - Elicit memories - Evoke imagination - Trigger emotion With that in mind, explore the components of this story introduction framework: ![story-introduction-framework-webinar](https://www.shiftthework.com/hs-fs/hubfs/story-introduction-framework-webinar.png?width=1617&name=story-introduction-framework-webinar.png) ## **Practice Storytelling With Your Team** Create a safe space where you and your team can practice applying this framework. The stories don't have to be about momentous and life-changing events. It's about hearing from one another about their unique experiences – no matter how big or small. 1. Reflect and identify a story of success or learning 2. Shape that story using the story introduction framework 3. Set up breakout groups to give people the chance to share stories and capture takeaways Check out our [15-minute video](https://www.shiftthework.com/storytelling-webinar) to hear more examples and advice for sharing stories that connect teammates, ignite change, and drive business success. ### Share this: - Click to share on Twitter (Opens in new window) - Click to share on Facebook (Opens in new window) ### *Related* [Ditch the Dated: Why Annual Employee Surveys are Yesterday’s News](https://www.shiftthework.com/blog/ditch-the-dated-why-annual-employee-surveys-are-yesterdays-news) February 6, 2024 In "Business Growth" [Why We're All-in on Context-driven Surveys](https://www.shiftthework.com/blog/context-driven-surveys) November 1, 2023 In "Business Growth" [The Illusion of Control: the Executive's Blind Spot](https://www.shiftthework.com/blog/the-illusion-of-control-the-executives-blind-spot) October 11, 2023 In "Business Growth" TOPICS: [Business Growth](https://www.shiftthework.com/blog/tag/business-growth), [Employee Engagement](https://www.shiftthework.com/blog/tag/employee-engagement), [Workplace Innovation](https://www.shiftthework.com/blog/tag/workplace-innovation), [Leadership Development](https://www.shiftthework.com/blog/tag/leadership-development), [Company Culture](https://www.shiftthework.com/blog/tag/company-culture) #### RECENT POSTS ### [![](https://www.shiftthework.com/hs-fs/hubfs/Screenshot%202024-04-17%20at%2010.47.12%20AM.png?width=184&name=Screenshot%202024-04-17%20at%2010.47.12%20AM.png) The Shocking Truth About the Hidden Cost of Meetings](https://www.shiftthework.com/blog/the-shocking-truth-about-the-hidden-cost-of-meetings) ### [![](https://www.shiftthework.com/hs-fs/hubfs/Screenshot%202024-04-17%20at%2010.43.13%20AM.png?width=184&name=Screenshot%202024-04-17%20at%2010.43.13%20AM.png) 5 Surprising Truths Employees Miss About Their Leaders](https://www.shiftthework.com/blog/5-surprising-truths-employees-miss-about-their-leaders) ### [![](https://www.shiftthework.com/hs-fs/hubfs/Screenshot%202024-04-17%20at%2010.36.18%20AM.png?width=184&name=Screenshot%202024-04-17%20at%2010.36.18%20AM.png) Big Ideas & Bold Predictions for 2024](https://www.shiftthework.com/blog/big-ideas-bold-predictions-for-2024) ### [![](https://www.shiftthework.com/hs-fs/hubfs/Screenshot%202024-04-17%20at%208.23.22%20AM.png?width=184&name=Screenshot%202024-04-17%20at%208.23.22%20AM.png) Are You Ready for the AI Leap in Leadership?](https://www.shiftthework.com/blog/are-you-ready-for-the-ai-leap-in-leadership) ### [![](https://www.shiftthework.com/hs-fs/hubfs/Screenshot%202024-04-17%20at%208.21.43%20AM.png?width=184&name=Screenshot%202024-04-17%20at%208.21.43%20AM.png) Are You Ready For Your Next Big Meeting?](https://www.shiftthework.com/blog/are-you-ready-for-your-next-big-meeting) [![Shift The Work](https://www.shiftthework.com/hs-fs/hubfs/Shift_The_Work_July2018/images/new-shift-logo-rev.png?width=348&height=348&name=new-shift-logo-rev.png "Shift The Work")](https://www.shiftthework.com/) - [Contact Us](https://www.shiftthework.com/contact-us) - [Latch](https://www.shiftthework.com/latch) © 2026 SHIFT. 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