Did you know that stories are a way to nurture your business? In this episode, master storyteller Jerome DeRoy shares with us his storytelling strategies.
“Every story should be an answer to the question ‘What happened?’”
-Jerome DeRoy
One of the most powerful tools that we have as humans is our ability to spread ideas through stories. The stories we share say a lot about how we view ourselves, others, and what parts of our history we choose to keep alive.
I met with master storyteller, Jerome Deroy, CEO of Narativ to get his take on how to use storytelling to benefit the workplace. Imagine, if you could attract the kind of employees who will be all in for your company with a single story, wouldn’t it be worth it to learn how to become a better storyteller? Likewise, how many times do we run around in circles in business because there wasn’t an easy way for people to learn more about the company’s journey and key successes/failures along the way.
In this episode, we discuss:
-How to use storytelling to attract the right applicants
-How to get employees to live the company values with storytelling
-Narativ’s 3-part storytelling model (Excavate, Craft, Present)
-How Narativ was born from lessons learned during the the HIV crisis
-How to use storytelling to humanize your business
-Jerome’s way to capture institutional knowledge and internal best practices from high performers
-How to connect with the levity in your story
Why Stories Matter in Business
At its core, storytelling is about connection. Whether you’re onboarding new employees, engaging customers, or rallying a team around a common mission, stories provide context, emotion, and clarity. Jerome explains:
“A story shared in the right way can help people understand not just what you do, but why you do it. It creates a sense of belonging and trust.”
In the business world, this connection often starts with onboarding. For new employees, learning about the organization’s history, mission, and culture can make or break their integration. Jerome shared insights into how managers can use storytelling to create meaningful connections during the critical first 90 days:
- Share Foundational Stories: Highlight the organization’s origins and key milestones. Who were the founders? What challenges did they overcome?
- Humanize Success: Go beyond achievements to share stories about the people who contributed to those milestones.
- Encourage Personal Narratives: Invite employees to share their own stories and experiences to foster mutual understanding.
Preserving Institutional Knowledge
One of the challenges many organizations face is the loss of institutional knowledge when key employees leave. Jerome emphasized the importance of documenting wins, progress, and lessons learned along the way.
“If you don’t capture those stories, you risk losing them forever. And when new employees come in, they may reinvent the wheel instead of building on the foundation that’s already there.”
Practical ways to preserve these stories include:
- Keeping a story archive that highlights pivotal moments in the company’s history.
- Creating video or written testimonials from employees about significant projects.
- Building storytelling into company rituals, like team meetings or milestone celebrations.
The Role of Levity in Storytelling
Humor and levity aren’t just nice-to-haves in storytelling—they’re essential tools for connection. Jerome shared how humor can:
- Break down barriers.
- Create a sense of trust and relatability.
- Provide moments of release during high-stress situations.
“Even the most serious stories can have moments of levity. It’s those moments that make them human and allow people to stick with you through the ups and downs.”
We discussed how levity plays out not just in business but in art and entertainment. Some of the most compelling films and performances use humor to help audiences process heavy material, keeping them engaged and emotionally invested.
Humanizing Business Through Storytelling
One of the most powerful outcomes of storytelling is its ability to humanize business interactions. Jerome shared an example of how storytelling transformed a sales conversation. By sharing a personal story, the salesperson shifted the dynamic from transactional to relational, building trust and authenticity.
“When someone shares a story, it melts away the barriers. Instead of seeing them as a salesperson, you see them as a human being. That changes everything.”
Takeaways for Leaders and Teams
Storytelling is more than a communication tool—it’s a way to build culture, retain knowledge, and inspire action. Jerome’s advice for leaders:
- Excavate Stories: Dig into the history of your organization and the personal experiences of your team.
- Craft Stories: Shape these narratives into clear, compelling messages.
- Present Stories: Share them authentically to connect with your audience.
By making storytelling a regular part of your organizational DNA, you create a foundation for deeper connections, stronger teams, and more meaningful work.
About Jerome DeRoy
Jerome Deroy is the CEO of Narativ. He met Narativ’s co-founders, Murray Nossel, Ph.D., and Dr. Paul Browde, after responding to an ad for a production assistant. Soon after, they presented him with a shoebox full of ideas, saying, “We think there is a company in here.” Narativ was born. Jerome coaches executives and leads storytelling workshops. His passion is to show you how you can use storytelling to enhance your onboarding program.
About the Lead with Levity Podcast
The Lead with Levity podcast is a show for leaders who care deeply about what makes/breaks the employee experience. Our guests are dynamic researchers, practitioners, consultants, and business leaders. We cover foundational elements that are needed to avoid forcing the fun. We also invite lively managers who lead with levity to show us how it’s done. Thanks for joining us on this journey.
