participants in the Stanford LEAD Program

Power of Story

Studies show that we are wired to remember stories much more than data, facts, and figures. Stories galvanize — they tell the why, creating common understanding, engagement, and excitement. They paint a picture of what could be for everyone — they fuel the personal and professional journeys for both yourself and those around you. By creating powerful stories, you’ll see how to gain momentum by helping your employees and customers become more connected and driving growth for your organization.

Course Introduction


In this course, Dr. Jennifer Aaker will illuminate the power of story in business by revealing why story is important and how story can be harnessed to fuel connection, innovation, and growth for leaders. She will demonstrate how leaders build a bank of Signature Stories and bring them into play to build high-performing teams and companies. Throughout the course, you will find best practices by CEOs and leaders from companies like Salesforce, Celo, Warriors, Tory Burch, and Zoom to illuminate how to harness story as an asset. This course is designed to give leaders the tools to highlight their own Signature Stories in a way that can provide value to both their companies and people’s lives.

You will engage with lectures, industry examples, and case studies through videos and graphic novel depictions. You will also listen to leaders share their tips and strategies for using story in business and life through podcast-style interviews. At the end of this course, you’ll leave with the ability to curate, craft, and tell stories effectively — and to harness story to drive growth.

Key Topics

  • Behavioral research on the power of story
  • How to build a signature story
  • Role of purpose stories to create culture and customer stories to drive growth
  • How to craft personal Leadership stories to lead
  • Industry and leader examples of stories in action

Course Faculty


Marineh Lalikian
Director, Stanford LEAD Online Business Program Executive Education