Humans are storytelling animals.

In his book "The Storytelling Animal", Jonathan Gottschall writes that the structures of stories "suggest the human mind was shaped for story, so that it could be shaped by story."

Stories are how we share information beyond facts to create a world that others can see themselves in.

The problem is, often when leaders are passionate about an idea, they may tell a story from their viewpoint of excitement. And they don't make space for others.

Making space for others is how influential leaders tell stories that call others to action or enlistment.  

Bringing people into a story is not about hooks and language; it has more to do with the structure and triggering imagination.

A promise is one structure that can bring people into your story quickly. It's a useful format because it requires the action of the listener. The structure is - if you take action, you get something.

Powerful "story promises" trigger the imagination of the listener.

When people go from listening to imagining, they move from trying to remember what your company is or does, to seeing themselves in the story of working with your company. They start thinking in the pattern of - "if I work with you, I will be part of a story."

It's worth asking then when you tell a story;  
• What are you promising?
• How can others be a part of your story?
• Are you letting others in?