How to lead with your personal story
By Chared Verschuur, IABC EMENA Board Director
In our latest podcast episode, Chared Verschuur speaks with Lucy Eckley, founder of The Leading Story, about the importance of owning and sharing our personal narratives. Especially for communication professionals, this conversation is a reminder that storytelling is more than just a skill. It’s a leadership strategy.
The surprising gap for comms professionals
Lucy has spent years helping leaders and professionals craft their personal brand stories. One thing she’s noticed? Even seasoned communicators often struggle to articulate their own journey.
We’re so used to focusing on others that we rarely pause to consider our own narrative. We’ve lived our story slowly, over time so it doesn’t feel remarkable. But that’s where Lucy’s approach comes in.
A five-part framework for personal storytelling
In the episode, Lucy outlines a simple but powerful structure for creating a personal story that’s both authentic and strategic:
- Who are you?
What’s your background? What experiences shaped your path? - What do you do now?
What’s your current role or business and how do you create impact? - Why do you do it?
What motivates you? What’s the deeper reason behind your work? - What do you want to be known for?
What’s your niche? Your standout strength? - What’s next?
What direction are you moving toward?
This framework works across contexts and channels, from LinkedIn profiles to interviews, keynote intros to internal elevator pitches. It’s a way to take ownership of your story and share it with clarity and confidence.
Storytelling for inclusion and belonging
Beyond personal development, Lucy emphasizes that storytelling is also a lever for inclusion. It helps surface the diverse experiences that exist in every organization but that often go unheard.
She challenges leaders and communicators to think critically: Are the stories we tell truly representative? Or are we defaulting to the familiar voices?
One practical tip she shares: partner with employee resource groups to source stories. Use internal networks to uncover perspectives that might otherwise be missed.
Representation requires effort
During the conversation, Lucy and Chared reflect on an all-too-common experience: conferences and events where most speakers share the same background or identity.
The solution? Be intentional. Build a more diverse pipeline of speakers. Think beyond your usual networks. It might take more time but the result is richer, more inclusive, and more aligned with the future of communication.
A new era of leadership communication
Lucy believes we’re just scratching the surface of storytelling at work. Leaders are beginning to move away from dry PowerPoint decks and toward more narrative, human-centered communication.
With younger generations prioritizing purpose and authenticity, the demand for meaningful stories will only grow. And while AI might help polish a story, the heart of it, the emotion, vulnerability, and uniqueness will always be human.
Take the first step
Whether you’re a communicator, consultant, or corporate leader, your story is your foundation. Not just for visibility but impact, trust and connection.
As Lucy said in the episode, “You have a brand story whether you like it or not.” The question is: will you shape it, or let others shape it for you?
🎧 Listen to the full episode with Lucy Eckley on the IABC EMENA podcast
📃 Download the transcript