May 14, 2026 · 44 min · 20 segments
Emma meets Zoë Arden, author of *Story-Centred Leadership: Crafting cultures of change*. The pair discuss storytelling – why it's a great skill to master as a project professional and how to do it…
Um, why don't we start by you telling us a little bit about your interest in working in storytelling, telling, and how did that come about?
Well, you mentioned there that I've got a, a background in communications and, um, and then I thought I would go in-house to BT Retail, as you mentioned, where I thought the grass might be greener.
And what really fascinated me was that in every role that I went to, often the conversation ended up being, you know, how do we communicate this complicated project, whatever it might be, to stakeholders in a way that they care and want to be part of making it successful? And the more I heard this as I moved into, to different fields, I then went into sustainability and leadership, and again, it's like how do we, how do we make this, this topic meaningful to others so that are inspired, engaged, motivated, and want to be part of making it happen? And that's when I really realized that actually it's all about stories and sense-making, um, and making the complicated simple enough for people to want to take action.
Um, why don't we start by you telling us a little bit about your interest in working in storytelling, telling, and how did that come about?
Well, you mentioned there that I've got a, a background in communications and, um, and then I thought I would go in-house to BT Retail, as you mentioned, where I thought the grass might be greener.
And what really fascinated me was that in every role that I went to, often the conversation ended up being, you know, how do we communicate this complicated project, whatever it might be, to stakeholders in a way that they care and want to be part of making it successful? And the more I heard this as I moved into, to different fields, I then went into sustainability and leadership, and again, it's like how do we, how do we make this, this topic meaningful to others so that are inspired, engaged, motivated, and want to be part of making it happen? And that's when I really realized that actually it's all about stories and sense-making, um, and making the complicated simple enough for people to want to take action.
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