Over the years, I’ve written books, blog posts, and articles, and given countless speeches, about the importance of storytelling. When I teach at Harvard in the mid-career executive education program, the students often comment on how many stories I tell.  Almost always as a good thing! In fact, I warn them at the start that I’ll be telling lots of stories, for the very simple reason that they are memorable – and therefore a good teaching technique.

I’ve often cited the science behind why stories matter—why they’re not just a fashionable tool for communication, but a durable bridge to connection and understanding.  Neuroscience has shown that we remember stories far better than we recall lists, information, or raw data. Why?  Because stories are in one sense simply data with emotions attached to them. And emotions are how we catalog our memories in our brains.

Of course, they are much more than that, in the end.  They come alive with conflict, resolution, and narrative arcs that captivate us, drawing us in and keeping us engaged until they reach a satisfying conclusion that ties up the loose ends, and crucially depicts a change that the main character has undergone.  That’s the essence of what makes for a story that remains with us.

One further reason stories resonate so deeply with us is that they allow us to imagine ourselves as the hero. When we hear about someone overcoming adversity, we compare ourselves to them. Would we have been brave enough? Smart enough? Resourceful enough to win through, as they did? Stories invite us to explore these questions, offering a mirror in which we can see our own potential.  We love successful quest stories precisely because we see the hero achieving the quest and we imagine that we would have done the same.

Another reason is that stories act as teaching tools. They give us archetypal situations—struggles, triumphs, heartbreaks—that many of us will face, metaphorically speaking at least. By listening to stories, we learn how to navigate life’s challenges. They prepare us, in ways no list or lecture ever could, to survive and thrive.

Now, new research adds another layer to the importance of good storytelling. A study published in The Journal of Positive Psychology (Einam et al., 2024) reveals that storytelling doesn’t just help the listener—it profoundly benefits the storyteller. According to the study, people who think in storytelling terms experience greater meaning and purpose in life than those who don’t. By framing their experiences as stories, they reflect more deeply on the meaning of their lives and where they are headed.

Storytelling, it turns out, helps us see the big life picture. When we tell stories, we’re not just recounting events; we’re shaping a narrative that connects those events into a coherent whole. This process allows us to understand our journey more clearly, to identify patterns and lessons, and to see where we’re going.

But the benefits of storytelling don’t stop with individuals. The study also found that storytelling can transform organizations. It helps foster a cohesive, innovative, and inclusive culture—qualities that are essential for long-term success. When organizations tell their stories effectively, they build a shared sense of purpose, inspire creativity, and bring people together around a common mission.

Storytelling, then, is a multifaceted gift. For individuals, it’s a tool for reflection, growth, and self-discovery. For organizations, it’s a way to build culture, inspire action, and drive success.

In a world increasingly dominated by data and technology, the ability to tell a good story remains one of the most human—and powerful—skills we have. So, whether you’re reflecting on your life or building an organization, remember this: your story matters. And the better you tell it, the more meaning, connection, and success you’ll find.