Business storytelling lessons we can learn from children’s books
Whether you are in a kid’s room or the board room, storytelling is a timeless concept that expands the boundaries of age.
Starting a business and family at the same time, I’ve learnt many business lessons from my children and read many kids’ books that thought me that powerful storytelling has many common elements between getting a message across for toddlers as well as established leaders.
Despite targeting completely different audiences, both children's books and business narratives, use similar techniques and share common goals: to engage, educate, and inspire. And those that are written and delivered well are memorable and trigger emotions that not only make us think, but also inspire us to act.
Why are we so fascinated by stories?
The simple answer is that storytelling engages our brain in ways that abstract facts and data can’t. We are wired to remember stories more effectively than isolated information because they activate multiple regions of the brain, including areas responsible for language processing, sensory experiences, and emotional responses.
When we hear a story, we don't just passively receive information – instead we actively construct mental simulations of the events described. This mental imagery allows us to experience the story as if we were part of it, enabling a much deeper understanding and empathy.
In addition, storytelling triggers the release of oxytocin, the hormone associated with feelings of empathy and trust, which is why stories have the power to connect us with others on an emotional level. When we hear a story, we are more likely to relate to the characters, understand their motivations, and feel invested in the outcome.
Whether we're reading to a child or leading a team, storytelling is one of the most effective ways to communicate ideas, values, and emotions. Stories help us make sense of situations, providing context and meaning to our experiences. They allow us to connect with others, build empathy, and foster relationships.
Let’s look at the most common elements between storytelling for children and leaders and some of the most inspiring books that connect the world of children’s imagination and business vision.
1. They simplify complex ideas and contexts
One of the main characteristics of children’s books is that they break down complex ideas into simple, digestible narratives. In children’s books, the narrative often revolves around a simple problem and resolution structure, guiding children through the story without overwhelming them with complexity. The result is a story that is both engaging and educational, offering insights and new perspectives in a way that is accessible to a child’s developing mind.
Similarly, effective business storytelling simplifies complex strategies, visions, or challenges so that they can be easily understood by stakeholders. The human brain prefers simplicity and clarity, and when leaders present information in a context of a story that others can relate to, this makes the information more engaging and easier to process. Simple and clear information requires less mental effort to understand and remember.
Example: Horton Hears a Who by Dr. Seuss
“Don’t give up! I believe in you all. A person’s a person, no matter how small!”
I have read this book to my children endless times. It’s a heartwarming story of an elephant who saves a community of small people – the Whos, with a strong moral message focused on diversity, equality and inclusion.
Horton, the kind-hearted elephant is an admirable and empathetic character, standing up for his beliefs and facing up to challenges, even when no one else believes him. The key message ‘A person’s a person, no matter how small’ is a simple yet profound backbone of the narrative – which gives the story a strong purpose and direction throughout the book.
True to Dr. Seuss’ mastery, there is tension – from dangers to scepticism, keeping us all engaged and invested in the outcome. And there is of course repetition which not only emphasises the message but also makes it more memorable.
2. They have memorable and relatable characters
Characters in children’s books are often designed to be relatable, representing emotions, challenges, or desires that children can identify with. Relatable characters are like mirrors, reflecting their own feelings, thoughts, and experiences and when they see themselves in a character, they are more likely to engage with the story.
In children’s books, strong characters take readers on a journey, guiding them through conflicts and resolutions that teach important life lessons and this concept is equally impactful in a business storytelling setting. A case study, for example, often features a central character—a client who faces a challenge, seeks a solution, and ultimately finds success. This character-driven narrative not only makes the story engaging and relatable, but also demonstrates the value of the business’s offering in a tangible way.
Example: Stickman by Julia Donaldson
“I’m Stick Man, I’m Stick Man, I’m Stick Man, that’s me. And I want to go home to the family tree!”
Stick Man, the main character of the story is an ordinary stick who finds himself in extraordinary situations. Throughout his journey, he faces numerous challenges, from being mistaken for a dog’s toy or a hook for a bag, but despite these obstacles, he remains determined and resilient.
As he encounters one challenge after another, the suspense grows about whether he ever makes it back home. Stick Man is then thrown into a fireplace, seemingly facing his end. However, just as the tension reaches its peak, Santa Claus arrives to save him, leading to a heartwarming resolution as Stick Man finally returns home to his family.
The central message of Stick Man is the importance of home and family. Stick Man’s journey is driven by his desire to reunite with his loved ones, with the emotional payoff at the end, when Stick Man finally returns home, tapping into universal values of love and belonging that we can all relate to.
3. They tap into emotions
At the core of any successful story is its ability to engage the audience emotionally. In children's books, the characters, the messages, and illustrations are crafted to evoke specific feelings—joy, fear, curiosity, empathy—making the story memorable and impactful. These emotions are what make the story resonate long after the book is closed.
Similarly, in business storytelling, emotions play a crucial role in engaging the audience. A well-told business story can evoke feelings of trust, excitement, or even urgency, making us more receptive to the message. Many powerful stories tap into the audience's hopes, dreams, and aspirations, evoking emotions like inspiration, ambition, and optimism. In children's books, these themes can inspire feelings of courage, adventure, and motivating children to dream big and believe in their potential.
Example: Giraffes Can't Dance by Giles Andreae
“We all can dance when we find music we love.”
One of our family’s favourites. I find this book to be relatable on so many levels. Gerald the giraffe is an unlikely hero - he’s awkward, self-conscious, and different from the other animals in the jungle. Gerald’s struggle with self-doubt mirrors many emotions that we might have come across at some point of our lives.
Gerald’s journey to find his own rhythm, is an inspiring story that embraces individuality and find confidence in our own abilities and opens new perspectives. It is the newfound perspective that transforms Gerald from a clumsy, self-conscious giraffe to a confident dancer after meeting a friendly cricket who says: “Sometimes when you’re different, you just need a different song.” This simple shift in perspective allows Gerald to see himself in a new light and discover his unique dance and by accepting himself, he also earns acceptance from others.
Storytelling is a timeless and effective tool that taps into the fundamental ways our brains process information and emotions. Whether sharing simple tales with children or inspiring leaders with complex business narratives, the power of storytelling lies in its ability to make us feel, think, and act.
