How Storytelling Transforms Business Culture
How Storytelling Transforms Business Culture
When I walk into a business to deliver a keynote or workshop, I always say the same thing. Stories are not a “nice to have” in business. They are the lifeblood of culture.
I have seen this play out in rooms across New Zealand and overseas. The moment someone shares a story, everything changes. People lean in. The energy shifts. Walls come down. And suddenly, the people in the room see each other as human beings, not just colleagues, job titles, or roles.
That matters, because right now employee engagement is at a crisis point. Globally, only 23 percent of employees say they are engaged in their work. Disengagement costs businesses billions every year in lost productivity, turnover, and culture breakdown. The cost of losing just one employee can be up to twice their salary once you factor in recruitment, training, and lost institutional knowledge.
This is why storytelling is not just important, it is urgent.
Neuroscience shows us that stories activate four key chemicals in the brain. Dopamine gives us the reward of overcoming a challenge. Oxytocin builds trust and belonging. Serotonin helps people feel proud and valued. Endorphins create laughter and release.
I have watched these chemicals work in real time. When I tell a funny story about a live TV moment that went horribly wrong, the room shifts. People laugh, relax, and suddenly trust me. When I share a story about resilience, I see people’s faces light up as they recognise their own journey in mine. That is storytelling in action.
Stories change how we see each other by demonstrating our shared humanity. They lower barriers and make people feel safe to contribute ideas. They strengthen how we connect to leaders and to the business itself. And they change us, because we do not see the world as it is, we see it as we are.
If you want a culture where people are engaged, loyal, and proud to be part of your organisation, start with stories. They cost nothing, but their impact is priceless.
As a keynote speaker and trainer, my mission is simple. I help people find their voice, tell their story, and use that story to create real change. And I believe that if leaders commit to embedding storytelling into the heart of their culture, the ripple effect could change everything.
