Stories are particularly useful tools for persuading and influencing people. Leaders don’t communicate just to convey information. They use communication skills to sell others on the vision and influence them to behave in ways that achieve goals and help accomplish the vision.

Persuasion is the action or fact of influencing someone or of being persuaded to do or believe something. The ability to persuade others is more critical today than ever before. The command-and-control mindset of managers telling people what to do and how to do it is gone. Employees don’t just want to know what they should do but why they should do it.

Persuasion is a valuable communication process that individuals can use to lead others to a shared solution or commitment. To be persuasive and act as communication champions, leaders must communicate frequently and easily with others in the organization.

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