Stories are a powerful force within any organization. They help define a company’s culture by shaping perceptions, reinforcing values, and connecting employees to a shared purpose. Whether passed down through informal conversations or highlighted in official communications, stories create a sense of identity and belonging that goes beyond policies and procedures.
When employees hear stories about how leadership handled a crisis, how a team overcame challenges, or how innovation led to success, they internalize these narratives and align their behavior accordingly. Stories can highlight what the organization truly values—whether it’s resilience, customer focus, or teamwork.
My story in this space started when I was an undergraduate student. My close friend and I were attending Arizona State University. She majored in political science, and I majored in happy hour with a minor in PR and Communications. We both did well. My first job out of college was an internship in PR for the mayor of Phoenix.
My first task was to display the city as one of the cleanest towns in the U.S. We launched a “Paint Graffiti Off the Walls” campaign. As a low-level task worker in the PR efforts, I was assigned to take a picture of the mayor’s family next to an old-school truck, dressed in paint outfits, ready to clean up the city. I took the photos to the printers, where they asked if I wanted 5,000 glossy or matte prints. Thinking it wouldn’t make a difference—since the postcards were going to people already supporting the mayor—I chose matte, which saved $300.
The mayor hated them, asked me to throw them away, and demanded they be reprinted on glossy paper. I followed orders and quit shortly after. Clearly, PR in politics was not my thing. It seemed odd to me that we tossed $5,000 worth of pictures over a glossy or matte format.
A strong storytelling culture can also attract and retain talent. When potential hires hear compelling stories about a company’s mission and workplace experience, they feel more connected and motivated to contribute. Internally, stories help employees see their role within the bigger picture, fostering engagement and a sense of purpose.
However, stories can also shape culture in unintended ways. If negative or inconsistent narratives take hold, they can erode trust and disengage employees. Leaders must be intentional in crafting and sharing stories that reflect the company’s vision and desired culture.
By harnessing the power of storytelling, organizations can foster a culture that inspires, unites, and drives success.
Generation Y and Z won’t conceptualize these problems. They will simply leave the company as I did. Make sure your internal story is as great as your external story.