By Jeff Black
Most leaders don’t struggle with obtaining good information. They struggle with making people care about the good information.
And in today’s attention‑currency world, that’s really the whole ball game.
Your ability to tell a compelling story isn’t a “nice to have.” It’s literally how you move people to action.
Even the smartest leaders struggle to master the story behind the data. Here are the five big mistakes I see leaders make – and how to fix them.
- They Start with the Message Instead of the Moment
Most leaders open with the point they want to make because it’s logical and efficient (and everyone wants to get to lunch.)
It’s also forgettable.
Fix it:
Start with a moment that shows the message before you tell the message. Hook their attention emotionally, then deliver the insight.
- They Make Themselves the Hero
Leaders often tell stories where they are the center of the action — their decision, their insight, their breakthrough, etc.
But the best stories are ones that people can relate to. People lean in when they see themselves in the story.
Fix it:
Shift the spotlight. Make the audience the hero. Your story is the setup — their application is the payoff.
- They Overload the Story with Details
Leaders love context and accuracy. They love giving the WHOLE picture.
But the meaning can get lost in too many details. A story isn’t a timeline of events!
Fix it:
Keep only the details that create emotion, tension, or clarity. Everything else is noise.
- They Forget to Land the Plane
Some leaders tell a great story… and then just move on without connecting the dots.
The audience is left thinking, “Cool story… now what?”
Fix it:
Always land the plane (just ask my friends at American Airlines!) Tie the story directly to the behavior, decision, or mindset you want to reinforce. Make the meaning unmistakable.
- They Tell Stories Only When Things Are Going Well
Leaders often avoid stories about mistakes, missteps, or messy moments, but those are the stories people trust the most!
Fix it:
Share the moments where you learned something the hard way. Those stories build connection, humility, and trust.
The bottom line is that in a world overflowing with information, the leaders who can create meaning, not just messages, are the ones people follow.
If you want your communication to stick, to spread, and to spark action, don’t just share the facts, tell the story behind them.
Ready to guide your organization to greener pastures?
Contact Black Sheep Global Consulting today to discover how our expert leadership development training can help your team thrive and stand out in today’s competitive market.