I was talking with someone last week who's been in the same role for years. Smart person; dependable; someone who always gets things across the finish line. Their question hit me hard because I've heard it so many times before: "Why do people who seem less competent than me keep getting promoted?" My answer was simple… and frustrating… and completely true. Advancement isn't about competence; it's about story. The people moving up aren't always better at the work; they're better at talking about the work. They've learned how to turn their accomplishments into a narrative leaders immediately care about. And that's what we're diving into today; how to use real storytelling—not a string of corporate buzzwords—to finally break through to the next level.
Doing vs. Impacting
If you've been in your role for four, five, maybe even seven years and you keep getting passed over for promotions, there's usually one core issue at play: you're great at doing, but you haven't learned how to talk about impacting. The difference is huge. Doing is about tasks; impacting is about outcomes. Doing sounds like "I built the dashboard." Impacting sounds like "Our team can now make faster decisions because we have real-time visibility into customer behavior." And here's the truth; your leaders don't care about the volume of items on your to-do list. They care about what changed because you were in the room. So when you walk into a meeting with your boss, or present to senior leadership, or sit down for your annual review... and you start listing tasks one after another... you've already lost them. You're giving them a story about your effort when what they need is a story about your impact.
A Real Example: Jaime's Story
Let me give you an example. I was working with a coaching client—let's call them Jaime—who was trying to move from a senior role into a true leadership position. They'd been in their job for years; absolutely knew their stuff. But every time they described their work, it came out like this: "I analyzed the sales data, identified trends across regions, created visualizations for the executive team, and presented my findings at the monthly business review."
On paper, that sounds solid… thorough… professional. Except no one remembers it; and worse, no one sees it as strategic. What Jaime shared was a sequence of activities. It was a recipe; not a story. And leaders don't promote people for following recipes. During our coaching session, we rewrote that same narrative so it actually meant something: "We were losing ground in key territories and no one could figure out why. I dug into the data and found that our product was completely out of sync with competitor positioning in that region. After aligning with leadership, we shifted our approach. Within two quarters, we recovered our market share."
Same work; completely different story.
The Structure of a Compelling Story
