They are one of the most important tools of leadership and communication within an organisation, and from the organisation to the wider world. Good leadership stories are coherent, compelling and consistent. They address logical needs and emotional responses. We know when we have bought into a leadership story when we want a role in it.
Great leaders are almost always great story tellers. Inspirational leaders are always so. Their stories are remembered long after they have been told; often the great leaders are remembered for their stories long after they have passed on.