The Power of Story: How Connection Begins with Narrative

In business, numbers often take center stage, but data alone rarely inspires change. People don’t move because of metrics. They move because of meaning. On The Bliss Business Podcast, Gavin McMahon, engineer-turned-storyteller and author of Story Business, revealed how the most effective leaders connect not through information, but through emotion.

A former builder of submarines and steel plants, Gavin’s career began in logic and engineering. Over time, however, he discovered that systems and structures are only part of what drives success. The other part is story, the human narrative that helps people understand why their work matters.

From Engineering to Empathy

Early in his career, Gavin believed success was a matter of skill and hard work. But as he led complex projects in diverse environments, he realized that people, not plans, often determined whether a project succeeded or failed.

When he returned to manage a steel plant he had once built, he found that communication, not machinery, was the bottleneck. Clear, empathetic storytelling was what turned confusion into collaboration.

He came to understand a powerful truth: we all see ourselves as the hero of our own story. Leaders who fail to recognize this disconnect from their teams. Leaders who embrace it can inspire others to act.

Why Storytelling is the Language of Leadership

Gavin explained that storytelling is not about entertainment; it is about understanding. Every organization, department, and team tells itself stories, about who they are, what matters, and what success looks like. The challenge is aligning those stories so everyone is moving in the same direction.

He described storytelling as information wrapped in emotion. Data engages the mind, but emotion engages the will. When a message lacks emotional context, it rarely leads to action.

He also pointed out that corporate jargon is one of the biggest barriers to connection. “If you wouldn’t use it on the weekend, don’t use it at work,” Gavin advised. Authentic communication happens when people use real language to express real ideas. It’s not about being casual; it’s about being clear.

Building Systems That Sustain Story

Storytelling can’t be left to chance. Gavin believes systems must reinforce it. He compared this to the communication chain between engineering, marketing, and sales. When teams stop translating ideas for one another, meaning gets lost.

He offered a simple exercise: replace complexity with clarity. Ask, “How can we make this easier to understand?” every time you share an idea. Great organizations, he said, are those where everyone, from the engineer to the executive, can explain what the company does and why it matters.

When storytelling becomes a cultural practice, alignment follows. People don’t just know what to do; they know why they’re doing it.

The Cultural Cost of Losing the Story

To illustrate the importance of storytelling, Gavin shared two contrasting examples: Boeing and Fifth Third Bank.

Boeing, once synonymous with engineering excellence, began prioritizing financial outcomes over its founding culture of innovation. When leadership moved away, literally and figuratively, from the factory floor, the company’s story shifted from craftsmanship to shareholder return. The results were catastrophic.

In contrast, Fifth Third Bank preserved its story by embedding it in the culture. The organization maintains a corporate museum, celebrates its history, and appoints a corporate storyteller to ensure every new employee understands its purpose. In Gavin’s words, “Culture is the machine that creates all future things.”

When companies forget their story, they lose their compass. When they live their story, they build resilience.

The Human Element in the Age of AI

In a world rapidly shaped by artificial intelligence, Gavin believes storytelling is more essential than ever. AI can accelerate the path between idea and outcome, but it cannot create meaning. Humans provide the emotion, nuance, and empathy that transform communication into connection.

Brands that tell better stories don’t just sell more, they build worlds people want to belong to. Whether it’s through design, messaging, or culture, storytelling reminds us that business is ultimately human.

Key Takeaways

• Storytelling is information wrapped in emotion.
• Clarity and authenticity are the foundation of meaningful communication.
• Systems should make stories simple, not complicated.
• Purpose and story must stay aligned to sustain culture.
• AI can automate processes, but only humans can create connection.

Final Thoughts

Storytelling is not a skill for the few. It is a responsibility for everyone. In every organization, from startups to Fortune 500s, story is what aligns people behind a common vision. As Gavin McMahon reminds us, the universe is not made of atoms, it’s made of stories.

When leaders learn to tell them well, they don’t just communicate. They connect.

Check out our full conversation with Gavin McMahon on The Bliss Business Podcast.