Reason #1: Storytelling transforms work from what “they make us do” to “what we do together.”
Many folks outside of your management layers don’t always clearly and concisely know what is going on in the organization. Trust me, you do have layers no matter how hard you might try not to have them. They are there. Learning to share the corporate story helps the “them” to become the “us.” Ownership and buy-in increases when “we are” working together on a commonality instead of “they are” working us. When I know the story, when I participate in the formation of that story, I then become vested in it.
Let's look at this another way. Think about the task of preparing a meal. Will you provide more love and care with that meal if you are going to eat the meal instead of simply preparing it for others? Of course you would do better! In the same way, those who form, know and enjoy the story. . .well, you get the idea.
So, when we are forming and sharing the story together, knowing the history, knowing the arc of the narrative of our corporate story, we grow as a team toward a common set of goals.