Storytelling is the language of leadership.

Created by Roger Jones this coaching programme will enable you to inspire action through narrative.

As featured by The Sunday Times and the Financial Times.

(Scroll down to read Roger's INSEAD Knowledge thought leadership article, Storytelling: More than a presentation tool)


Becoming an inspiring storytellers will enable you to transform your executive communications skills.

As a result of the Storytelling for Leaders coaching programme you will feel confident using storytelling as a leadership tool whether in day-to-day meetings or making business imperatives, such as creating a compelling vision, employee engagement and gaining internal commitment, come alive.

This programme is for leaders who understand that winning hearts, as well as minds, is the most effective way to enthuse, engage and motivate their listeners. 

Why Storytelling for Leaders is important:

If you think about it, the majority of business is based on logic. That’s communicating information, facts and intellectual interpretation.

Those who use this logic-driven communication style hope you will understand and accept their message based on the expert knowledge, data, statistics and case studies they use to support their argument.

Not surprisingly, those who use this logic-driven communication style don't always have their message accepted, whether in a one-to-one conversation, meeting or when delivering a conference presentation. And logic-driven leaders tend to have little personal presence and impact.

However, the story is quite different for those who employ heart and mind communication. Their messages are more readily accepted.

They inspire people, have greater gravitas and effortlessly persuade.

They are the storytellers. Storytelling brings knowledge to life.

Great storytellers are invariably great leaders. Inspiring people with their narrative.

Key benefits of the Storytelling for Leaders coaching programme:

As a result of your tailored coaching programme you will be able to:

  • Move away from dry dull logic and truly engage people.

  • Make your message and facts truly memorable by bringing them to life.

  • Influence and inspire action more effectively.

  • Connect on an emotional level.

  • Inspire people to unleash their discretionary effort.

  • Appear less remote.

  • Be remembered (for the right reasons!).

  • Make the complex simple & increase your creativity.

  • Be a more authentic leader.

  • Increase your personal presence and charisma.

In what situations will you be able to use your new storytelling skills?

You will be able to use storytelling in all day-to-day interactions to bring your communications to life.  You will find storytelling particularly helpful when you need to inspire action, persuade, change minds and raise your executive presence at events such as:

Executive team meetings – Conferences - Product launches - New business pitches - Company results presentatons - Staff and client briefings - Mergers & acquisitions - Investor relations presentations - Funding pitches

What will we explore in your Storytelling for Leaders coaching programme?

The coaching programme will be tailored to your specific needs and will develop your innate storytelling skills.  We will explore:

  • Benefits of storytelling.

  • How leaders & organisations use storytelling to reinforce messages and overcome challenges.

  • Ingredients of a great story.

  • How to be a great storyteller.

  • How to structure an effective story.

  • Types of stories you can use.

  • Where to find stories.

  • Advanced storytelling techniques.

  • Developing your own bank of unique personal stories.

  • How to choose the most effective stories for your message and audience.

  • How to include your stories in executive and conference presentations, and day-to-day business.

Client portfolio: 

Roger Jones has delivered the Storytelling for Leaders coaching programme for clients such as:  Amadeus IT, Anthony Nolan, Apetito, Balfour Beatty, B&Q, Bridgestone, Burson Marsteller, Cisco, Dixons, Eon, FedEx, IBM, Mars, Metcash, Mizuho Corporate Bank, Novartis, OpenWork, QinetiQ, Qualcomm, Reckitt Benckiser, Safaricon,, Sanofi Pasteur, Shell International, Shelter, State Street, Telstra, The Ritz-Carlton Hotel Group, TJX Europe, Vinici Energies and VW Group. 

He delivers Storytelling for Leaders as a tailored 1-2-1 coaching programme, interactive team workshop and engaging seminar & conference speech. (For client testimonials, scroll to bottom of page)

In the news:

The Storytelling for Leaders programme has been featured by The Sunday Times and the Financial Times.

The Sunday Times article entitled, "It's the way you tell them" describes how the best way to get a message across in business could be through real life stories.  It also provides tips to improve your storytelling skills.  To read the article tap here - opens PDF.

The Financial Times article entitled, "Fables for board tables" describes how the art of storytelling can help companies persuade and inspire more effectively, and also provides tips on how to tell a story in business.  To read the article tap here - opens PDF.

Thought leadership:

Read Roger's popular INSEAD Knowledge article: Storytelling More Than A Presentation Tool (tap on title, opens PDF)

Roger has sold over 40,000 books internationally and is the author of The Storytelling Pocketbook (tap here to read extract, opens PDF)

The story of the Storytelling for Leaders programme:

The Storytelling for Leaders coaching programme was created by Roger Jones. He is the founder and Chief Executive of Vantage Hill Partners.

In November 1996 when Roger was working for a multinational firm he was asked to deliver his firm's keynote presentation at their industry’s global conferences in Mexico.  He prepared diligently - gathered lots of statistics and graphs, described product features and thought how to tell the audience why his firm was the best...a modest 50 PowerPoint slides for his 20 minute talk.

In no time he was in the bland hotel conference room walking up on stage to deliver his talk.  The audience looked moderately interested.  And as he walked off the stage he felt a little smug thinking he had done a pretty good job.  He even received a warm ripple of applause.

There was then a coffee break, and Roger saw the next speaker, the CEO of a large US firm getting ready to give his talk and thought "there is no way he’s going to be as good as me."

He then walked on stage but didn’t stand at the podium like Roger had, didn’t use any prompt notes like Roger had and didn’t have any PowerPoint slides like Roger had. 

He stood at the front of the stage and told a whole series of stories, with just a few facts sprinkled in here and there.

He told a change management story about how as wayward teenager he had changed after talking to a policeman; when talking about sales growth, he didn’t use graphs but talked about his blossoming garden; when he talked about leadership, he didn’t do the usual and use great generals & leaders from history as examples but instead talked about a teacher and the leadership lessons he gleamed from them.

When he walked off stage - he didn’t receive a warm ripple of applause like Roger - he got standing ovation.  Roger's heart sank as he thought what a poor job he had done as a leader in trying to inspire the audience with his logic.

It was then that Roger realised the power of storytelling in business: how to get your message to ‘stick’ and inspire people to take action.

It was that experience that turned Roger into a storytelling advocate.

As part of his work since forming Vantage Hill Partners, Roger:

  • researched leadership & organisational storytelling
  • wrote the "Storytelling Pocketbook" that shows how stories can be used to engage, persuade and inspire

  • has helped leaders in firms such as B&Q, Cisco, IBM, and The Ritz Carlton Hotel Company become inspiring storytellers

  • studied and researched, from a clinical organisational psychology setting at INSEAD, how we use stories in our lives: the stories we tell ourselves, the stories we collectively create and how stories form a critical part in change.

Roger, a bestselling international author, possess BSc Hons and MSc degrees in science subjects, an MBA degree from Cranfield School of Management, Masters degree from INSEAD in Consulting & Coaching for Change (clinical organizational psychology/psychodynamics) and has conducted business in over 40 countries.

Tap here to read Roger's profile (opens PDF).


The Storytelling for Leaders programme can be delivered in a 1-2-1 coaching format.  If you are based in or close to London, then coaching sessions can take place at your office or any other mutually agreed venue.  If you are based further afield (Roger has coached clients across Europe, Middle East, Australasia and the USA) then we can either meet in person or hold sessions via Skype video or Webex.

In addition, Storytelling for Leaders can also be delivered as a highly interactive workshop for teams and as an engaging conference speech.



Charlie Johnston, VP HR, Global Sales & Culture, Cisco

“We don’t always equate corporate CEOs with gifted storytellers, but rather as women and men who have learned the greatest number of facts and can share those facts with employees. What Roger Jones teaches us, however, is that “great leaders are invariably great storytellers”. If you’re looking to sharpen your management skills, be a more effective leader, or simply “achieve results in day-to-day work,” the Storytelling Pocketbook is a must read” “We don’t always equate corporate CEOs with gifted storytellers, but rather as women and men who have learned the greatest number of facts and can share those facts with employees. What Roger Jones teaches us, however, is that “great leaders are invariably great storytellers”. If you’re looking to sharpen your management skills, be a more effective leader, or simply “achieve results in day-to-day work,” the Storytelling Pocketbook is a must read”
— Marshall Goldsmith, million-selling author of the New York Times bestsellers, MOJO and What Got You Here Won't Get You There
“We are in a Participation Economy. A time when stories and conversations are what count. Marketing has changed forever, moving from creating awareness and demand to inviting the audience to join a Movement. And all movements are based on a story. This book will help you become the best storyteller you can be. And it’s fun too! “
— Kevin Roberts, Worldwide CEO, Saatchi & Saatchi
“The art of storytelling has become key to successful leadership and organisation change. Roger Jones’ ‘how to’ pocketbook gives today’s managers the know how to develop the art of story telling to make a real and practical difference to their leadership effectivness”
— Professor Frank Horwitz, Director of the Cranfield School of Management.
“Good stories have impact. This helpful book gives you a practical guide on how to create, shape and deliver yours”
— Rob Goffee, Prof. of Organisational Behaviour, London Business School and author of Why Should Anyone Be Led By You?

About Roger's Storytelling for Leaders seminars & conference speeches:

“I found the seminar to be clear, helpful and most importantly relevant.”
— Simon Levine, Global CEO, DLA Piper
“Excellent, entertaining and edifying!”
— Roz Groome, VP - Anti Piracy & Litigation NBC Universal
“Very enjoyable”
— Sue Boxall, Group HR Director De Beers Group
— Andy Kemp, HR Director, De La Rue
“Thought provoking”
— Duncan Wigney, President E&C International at CB&I (Chicago Bridge & Iron Company.)
“Very well presented. Great examples/stories.”
— Akber Pandor, Head of Partner Development, KPMG Europe

About Roger's Storytelling for Leaders coaching:

“I would recommend him without reservation to any chief executive or board director who takes seriously the need to communicate effectively with investors, customers and employees.”
— Richard Donkin, Financial Times columnist and author of Blood, Sweat & Tears, The Evolution of Work.
“Roger Jones’ approach can enable even the most accomplished business presenter to become more engaging and persuasive.”
— Chairman, UK Retail Bank
“As a result of Roger’s coaching I was voted top speaker at a major U.S. advertising industry conference. I thoroughly recommend him to anyone who wants to make dramatic improvements in their communication abilities.”
— Pat Murphy, Director of Broadcasting, Leo Burnett