Good leaders use strategic storytelling, using stories that show their organizations as agents of change, rather than just maintaining the status quo. We all tell stories from time to time but few have taken the time to consider how to properly craft them in a way that creates engagement and understanding. Stories told in a professional environment are designed to influence and engage your listener in a call to action. While facts and figures are important, we must embed these in a story to link up the rational side of our brain with the emotional side. Brain research shows that people are more likely to take action when they connect head and heart.