Why Storytelling is Critical to Organizational Culture and How to Use Stories to Shape Your Culture
“Storytelling isn’t just a communication tool — it’s a cultural intervention.”
Culture lives in the stories we tell. Culture isn’t just a set of values written on a wall. It’s the stories we share — the ones that get passed around in meetings, in hallways, in onboarding sessions. These stories reflect what we believe, what we reward, and what we aspire to become.
But culture isn’t always healthy. When left unexamined, it can drift into dysfunction. Toxic cultures often show up as:
Cliques and silos that hoard information and exclude others from decision-making.
Micromanagement and mistrust, where staff feel disempowered and disengaged.
Board overreach, where governance lines blur and leadership is undermined.
Avoidance of conflict, where hard truths go unspoken and innovation stalls.
These dynamics don’t just happen — they’re reinforced by the stories people tell (or don’t tell). Stories about who gets listened to. Who gets credit. What’s rewarded. What’s ignored.
That’s why storytelling isn’t just a communication tool — it’s a cultural intervention.
Anchoring Culture with Story
Some organizations use stories intentionally to shape the culture they want to build.
One financial institution, for example, introduced new employees to its values by sharing a story from ancient Hindu cosmology. In this story, the Earth rests on four mighty elephants, who in turn stand on the back of a great cosmic turtle — Kurma, the turtle incarnation of the god Vishnu. Kurma swims through the vast cosmic ocean, carrying the weight of the world with quiet strength and patience. The turtle is not flashy. It does not seek attention. But without it, everything above would collapse. To embody this myth, the organization gave new employees crystal turtles — a symbol of stability, strength, and support.
Another organization used Hope for the Flowers by Trina Paulus to illustrate its cultural transformation. In the story, caterpillars climb a pillar of other caterpillars, each struggling to reach the top without knowing why. But real transformation comes when two of them, Yellow and Stripe, leave the pillar behind and enter the vulnerable, uncertain process of becoming butterflies. The story became a metaphor for growth through self-discovery, connection, and contributing to something greater than oneself.
These myths and metaphors aren’t just decorative. They anchor behavior. They remind people of what matters most. They shape decisions. And they help organizations ask the deeper question:
Are the stories we tell — and the culture they reflect — aligned with who we want to become?
Five Tips for Using Stories to Shape Culture
Choose Stories That Reflect Your Values: Look for stories — from literature, history, or your own organization — that embody the behaviors and beliefs you want to see more of. These stories should be emotionally resonant and easy to retell.
Make Storytelling a Ritual: Integrate stories into onboarding, team meetings, retreats, and leadership development. Ritualizing storytelling helps reinforce culture over time.
Invite Stories from Staff: Encourage people at all levels to share stories of moments that mattered — when they felt proud, challenged, supported, or transformed. These lived experiences are powerful cultural mirrors.
Use Symbols to Reinforce the Message: Like the crystal turtles, tangible symbols can help make abstract values concrete. They serve as daily reminders of the deeper story.
Reflect and Revisit: Periodically ask: What stories are we telling now? Are they aligned with our mission and vision? If not, what new stories do we need to tell — and live — to get there?
Culture Is a Story We Tell Together
Every organization is already telling a story — through its habits, its heroes, its rituals, and its silences. The question is whether that story is intentional, inclusive, and aligned with the future we want to build.
By choosing and sharing the right stories — ones that reflect our values, challenge our assumptions, and inspire our people — we can shape a culture that is not only healthier, but more human.
So start small. Share a story. Ask for one. Listen closely. And remember: the culture you want might already be living in someone’s story — just waiting to be told.
Together, we are stronger.
If you’re interested in developing culture or balancing your mission and business strategies, we’re here to help.
Mission + Strategy is an invested thought partner to your nonprofit organization. Through our Strategic Advising, Mergers & Partnerships, and Shared Back Office service solutions, we help nonprofits achieve alignment between their mission and business strategies.
