The programme takes place at the IMI Campus in Dublin and will be offered on the following dates: Winter 2026 Workshops take place on 16–17 November 2026. Winter 2027 Workshops take place on 15–16 November 2027.

Storytelling for Influential Leadership

Q: Why should I choose IMI?

IMI is in the top 2% of executive education providers worldwide. We have been empowering business leaders to build their capabilities for over 70 years. We are ranked #1 in Ireland for academic rigour and practical relevance on our Open-Enrolment programmes Our full focus is on you, the participant. Through continuous reinvestment, we engage world class faculty to enhance the learning experience and deliver highly contextualised and outcome-led programmes. This provides you with the best opportunity possible to grow your career.

Q: What are the key programme themes?

Experiential Storytelling What a Story is and why leaders should use them The research into Stories and the brain and influence The component parts of effective stories The different types of stories a leader should have Stories and Influence Finding and collecting Stories Creating a story resource Becoming a skilled storyteller Strategic Storytelling What Storytelling can do for Leaders Creating a Sustainable Storytelling Strategy How to align Storytelling with organisational and team goals and objectives How to measure the return on investment of a storytelling strategy How to use storytelling to improve team performance How storytelling can enhance the brand and reputation of you, your team and your organisation Vision Storytelling How to set out a vision for your team or organisation How to capture their imagination How to make them buy in to your vision How to make your vision story captivating and engaging How to make your vision story easy to follow and understand

Q: Who is this programme for?

This programme is for you if you want to increase your ability as a leader to influence the colleagues you interact with, to take complexity and deliver a narrative that compels others to follow your lead.

Q: CPD Hours and Certification?

Upon programme completion, you will receive an e-certificate specifying the learning hours undertaken. Many industry bodies have different criteria for accepted courses, eligible CPD hours, and required documentation. Please check the criteria and, if appropriate, submit the e-certificate as evidence of your participation. Please keep the e-certificate secure as you may need it for verification purposes at a later date.

Q: How do I find out more about the IMI campus?

Read our campus information page for details.

Q: What is business storytelling?

Business storytelling uses structured narratives to communicate ideas, strategy, data or change in a way people understand and remember. It helps leaders create meaning, relevance and emotional connection.

Q: How can leaders use storytelling to influence people?

Leaders can use stories to explain why a decision matters, make strategy tangible, demonstrate values and help people picture a desired future. Strong stories connect evidence with a clear human consequence.

Q: Can storytelling make data more persuasive?

Yes. Data explains what is happening, while narrative helps people understand why it matters. Effective data storytelling combines accurate evidence, context, a clear message and a logical path to a decision.

Q: What types of stories should every leader be able to tell?

Leaders should be able to tell vision, change, customer, values, learning and data stories. Each serves a different objective, from building trust to encouraging action.

Course Overview

Research has shown that we are captivated by compelling stories. A leader who communicates through story increases their chances of engaging employees and customers alike, as well increasing the chances of achieving organisational and team goals and objectives.

This 2 day programme will guide participants to make storytelling a deliberate part of how they communicate and at the end of it, they will be able to:

Use stories to inspire and influence colleagues and clients
Create storytelling strategies that will contribute to reaching organisational goals and objectives
Share a vision of the future in a clear and compelling way.
Enhance their organisation’s brand and reputation
Explain data in a meaningful and memorable manner.

Just for your team

Every programme in our full suite of short programmes can be delivered exclusively to your staff. If you have 10 or more participants for a specific programme, we can partner with you to deliver it on our campus or at a location of your choice.

Programme Highlights

Skill Enhancement

Leaders will develop proficiency in storytelling techniques, enabling them to craft engaging narratives that resonate with diverse audiences.

Value Demonstration

Participants will recognize the strategic importance of storytelling in leadership contexts and its direct impact on organisational success.

Influencing

By leveraging storytelling principles, participants will expand their influence, effectively driving organizational change and inspiring action.

Programme Faculty

Eric Fitzpatrick is an international speaker, executive communication coach and expert in persuasive presentations and corporate storytelling. He is the founder of ARK Speaking and Training, and works with organisations and leaders across Ireland, the UK and the USA to help them communicate with clarity, influence and impact. Eric is the creator of the T.R.U.E. Presentations methodology and author of Persuade on Purpose: How to Create Presentations That Influence and Engage.

Frequently Asked Questions

Why should I choose IMI?

Programme Dates

What are the key programme themes?

Who is this programme for?

CPD Hours and Certification?

How do I find out more about the IMI campus?

What is business storytelling?

How can leaders use storytelling to influence people?

Can storytelling make data more persuasive?

What types of stories should every leader be able to tell?

Is business storytelling the same as presentation training?

Download Storytelling for Influential Leadership Brochure

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