Storytelling is one of the most powerful tools leaders can use to connect, inspire, and drive change. Unlike data or reports, stories engage people emotionally — helping them understand complex ideas and see themselves as part of the journey.

Our recent “Learning from the Value of Storytelling in Health and Social Care” Masterclass explored how narrative can be used to influence, build understanding, and unite people around shared goals.

We welcomed Will Storr, journalist, photographer and author of The Science of Storytelling. Will shared fascinating insights into the psychology of storytelling — and why it’s so central to human behaviour.

“The human mind is a story processor, not a logic processor.” – Prof. Jon Haidt

Will explained that storytelling evolved from our instinct to talk about others — the heroes and villains of our social groups. Gossip, in its earliest form, was a moral system: rewarding good behaviour and discouraging bad.

In the context of health and social care, these same patterns apply. The “villain” might be a disease, a barrier to improvement, or a system challenge; the “hero” is often the individual or team striving to make things better.

What makes a great story?

Stories resonate when they contain:

• Obstacles and goals – every compelling story has something to overcome.
• Identification – we relate most to characters who share our struggles and values.
• Emotion – stories tap into moral outrage, hope, empathy and belonging.

Will highlighted that a hero doesn’t need to be perfect — just identifiable. We connect more deeply with people who feel real, who learn and grow through their journey.

He also shared his three rules of the underdog, a key protagonist in successful stories:

1. Their obstacles seem more powerful than themselves.
2. They are deserving of future success, even if flawed.
3. They remain optimistic — the underdog will one day win.

Every story, he explained, follows a simple structure: crisis → struggle → resolution → lesson learned.

Storytelling in practice: The ADASS example

Andrew Burridge, NW ADASS Programme Manager, who shared how ADASS North West applied storytelling principles to strengthen their communications and engagement.

Recognising the need for a clear and compelling description of what social care is and why it matters, ADASS engaged leaders across the region to co-create a unified narrative — captured in Delivering Great Social Care in the North West.

The four key messages:

1. Good social care enables people to live good lives, with choice and control over what matters most.
2. Social care is about solutions, not services — helping people find the right support at the right time.
3. Social care is about people and places — investing in it helps communities grow and thrive.
4. Social care is for all of us — we all rely on it being there when it’s needed.

ADASS now uses storytelling to bring these messages to life, helping local and regional teams communicate with clarity and shared purpose.

Key takeaway

Storytelling isn’t just an art — it’s a strategic leadership skill. In health and social care, it helps us make sense of complex change, build empathy, and inspire action. By telling authentic, human stories, we can create shared understanding and drive collective progress.

Watch the event: