How To Craft A Leadership Narrative That Drives Positive Influence

Forbes

06-04-2025

In a world of constant change, storytelling has become one of the most powerful tools in a leader's ... More arsenal.
Attention spans are short. Workplace engagement is low. The demand for brand loyalty and organizational clarity makes storytelling an essential tool for modern leadership. Today's most effective leaders don't just direct—they inspire through narrative. By weaving vision and purpose into a compelling story, they align teams and drive engagement. Storytelling is no longer a soft skill; it's a strategic leadership imperative.
While many leaders realize this, few understand the true mechanics of storytelling better than Angela Russo-Otstot, chief creative officer at AGBO—the entertainment company founded by the Russo Brothers. She oversees some of modern media's most ambitious and interconnected story universes, spanning films, television, animation and gaming. But her approach to storytelling extends far beyond entertainment. It's rooted in leadership.
'Storytelling isn't just a creative function; it's a leadership strategy,' says Russo-Otstot. 'At AGBO, everything starts with a story. That story has to be clear, emotionally resonant, and aligned across platforms. The same applies to leadership. If people don't understand the 'why' behind what they're doing, they won't stay connected to the work.'
AGBO continues solidifying its reputation as a global storytelling icon with a slate of high-profile, genre-defining productions. Most recently, the studio launched the Amazon thriller series Citadel, and the highly anticipated Netflix sci-fi adventure The Electric State debuted last month. These projects build on the studio's bold, emotionally resonant storytelling track record, following recent hits like the Oscar-winning Everything Everywhere All At Once and Extraction 2, starring Chris Hemsworth.
Russo-Otstot's role requires managing large, cross-functional teams while ensuring a consistent narrative across multiple formats. That challenge mirrors what many business leaders face: guiding diverse departments toward a common goal while keeping the mission intact. 'You have to build a culture where people see how their contributions support the larger story,' she explains. 'Whether you're creating a film or launching a product, the leader's job is to tell a clear and consistent narrative about where the team is headed.'
That narrative can't be surface-level or performative. It must be rooted in authenticity. Russo-Otstot applies this same principle when cultivating creativity in her teams, emphasizing that innovation flourishes when people feel psychologically safe.
As storytelling evolves across platforms, leadership narratives must adapt to changing environments. 'Know your core story, but be willing to adjust the plot as the world shifts,' she advises. Flexibility paired with purpose is what keeps a leadership narrative relevant and resonant.
LONDON, ENGLAND - OCTOBER 01: Angela Russo-Otstot pictured at Prime Video's star-studded showcase ... More event Prime Video Presents: Trailblazers at the Queen Elizabeth Hall on October 01, 2024 in London, England. (Photo by Tim P. Whitby/Getty Images for Prime Video)
Looking ahead, Russo-Otstot sees the intersection of technology and humanity as the next challenge and opportunity for leaders. 'AI, immersive media and multi-platform storytelling are changing how we experience content,' the creative leader adds. 'But the need for emotionally grounded, authentic stories remains constant. Leaders who can harness that will stand out.'
Her advice to leaders is simple and profound: 'Know your story. Share it clearly. Evolve it with purpose. That's how you lead people through change and toward something bigger than themselves.'
Whether leading a creative team, managing a startup or driving change in a legacy organization, storytelling amplifies your leadership. Here's how to start crafting your leadership narrative:
Every compelling leadership narrative follows a recognizable structure: beginning, middle and end.
Start with the origin of your journey while intertwining the challenges. This sets the stage for your audience. Share where you or your organization started, what inspired your mission or what need or opportunity sparked change. This provides essential context and helps others understand the 'why' behind your leadership.
As your narrative progresses, focus heavily on the middle part, where growth and conflict unfold. This is where you outline the challenges you've faced, the lessons learned and the progress made. Don't shy away from vulnerability; this part of the story builds trust and relatability. It shows your team that you're evolving, just as they are, and that leadership is an ongoing journey, not a destination.
Finally, end on a strong sentiment, not as a conclusion but as a vision. Describe the future you're building and why it matters. This part of your narrative should be forward-looking and inspiring. It's your opportunity to rally others around a shared purpose and show them the role they can play in shaping what comes next.
When leaders embrace storytelling as a tool, they do more than lead. They inspire.
'The story you tell as a leader—how you talk about your values, your mission, your goals—that becomes your team's North Star,' concludes Russo-Otstot. 'But it only works if it's real. People can feel the difference.'