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The recent sale of Michael Jordan’s sneakers for a staggering $2.2 million at Sotheby’s auction serves as a reminder of the incredible value we place on things that carry a powerful story. Although the actual cost of the raw materials used to create these shoes is only a fraction of the selling price, it’s the story behind them that drives their value. This phenomenon can teach us valuable lessons about the power of storytelling in leadership, communication, and sales. Let’s delve into the importance of stories and how they can create value beyond price.

The Storytelling Phenomenon:

From the Mona Lisa, valued at over $800 million, to the original manuscript of J.K. Rowling’s Harry Potter series, sold for $4 million, we find examples of items with relatively low costs of raw materials but immense value due to the stories and meaning behind them. Historian Yuval Noah Harari writes in his book, Sapiens, that human beings are storytelling creatures with vivid imaginations. These items may seem like just objects, but they hold immense intangible power and significance for us as storytelling creatures. This is why we attach immense value to them, despite their modest real cost.

Harnessing the Power of Story in Business:

As leaders, communicators, professionals, and salespeople, we can learn from this phenomenon and harness the power of story to inspire and motivate ourselves and our teams. By sharing powerful stories and connecting them to the values and goals of our organizations, we can create a sense of purpose and passion that transcends the cost of effort required. Here are three relatable examples of how storytelling can create value in the business world:

  1. Leadership: Leaders can use storytelling to inspire and motivate their teams by sharing success stories or tales of overcoming adversity that align with the company’s values and vision. This helps employees connect emotionally with the organization’s goals and fosters a sense of belonging and commitment.
  2. Communication: Storytelling can be an effective way to convey complex ideas or data in a more relatable and engaging manner. By presenting information within the context of a narrative, communicators can make their messages more memorable and persuasive.
  3. Sales: Salespeople can leverage the power of storytelling to illustrate the benefits and value of their products or services. By sharing stories of how customers have successfully used the product or service to solve problems, salespeople can help their prospects overcome loss aversion and demonstrate the value of their offering.


Five Practical Tips for Harnessing the Power of Story:

  1. Know your audience: Understand the values, needs, and preferences of your target audience to tailor your story accordingly.
  2. Be authentic: Share genuine stories that reflect your personal experiences or the experiences of your customers, employees, or stakeholders.
  3. Create an emotional connection: Tap into the emotions of your audience by crafting stories that evoke empathy, excitement, or curiosity.
  4. Keep it simple and concise: Focus on the key message and avoid unnecessary details that may distract from the main point of your story.
  5. Practice storytelling skills: Develop your storytelling abilities through practice, feedback, and observing skilled storytellers.


The power of story has the ability to create value beyond price, influencing how we perceive and engage with the world around us. By harnessing this power in leadership, communication, and sales, we can inspire, motivate, and connect with our teams and customers on a deeper level. Embrace the power of storytelling to elevate your personal and professional success, and witness the immense impact it can have on your organization and beyond.

As usual I look forward to your thoughts below!

#Storytelling #Leadership #Communication #Sales #ValueCreation#Inspiration #Motivation #BusinessSuccess #PowerOfStory

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