Connection is the Currency of Meaningful Work
In the modern workplace, leaders are constantly seeking ways to engage teams, cultivate trust, and build cultures that people don’t want to leave. But engagement is no longer about just surveys or perks—it’s about connection. And connection, at its most potent form, comes through storytelling.
As Danielle Krischik puts it, “Storytelling is the secret weapon to connection.” And when you unpack that belief, it’s not just a catchy statement—it’s a leadership philosophy rooted in neuroscience, human emotion, and the power of vulnerability.
Danielle, a partner at Knight Agency, has spent years helping organizations bridge the gap between people and purpose through story. Her framework centers around four types of workplace connection: to each other, to the work, to our leaders, and to the organization’s mission. Each connection matters—and storytelling activates all four.
Replacing Engagement with Emotional Connection
Engagement surveys have long been the standard for assessing company culture, but Danielle challenges leaders to think deeper. Engagement is data. Connection is emotion. And work today is personal—people bring their full emotional selves to work more than ever before.
Connection to each other is about more than collaboration—it’s about shared experiences, trust, and friendship. Connection to the work means understanding why your contribution matters. Connection to a leader is rooted in trust, transparency, and growth. And connection to the organization is about seeing your personal “why” inside the company’s bigger purpose.
When all four are firing, people become highly connected. “They’re the culture champions, the brand ambassadors,” Danielle says. “Every company wants an army of them.” But it doesn’t happen by accident—it starts with story.
How Stories Shape the Way We Feel—and Act
Human brains are hardwired for story. We process facts in short-term memory. But when a story is shared, it activates emotion, triggering empathy, understanding, and ultimately retention.
Danielle referenced Dr. Paul Zak’s neuroscience research, which shows that stories change the state of the brain by creating emotional engagement. “The brain is lazy—it likes to stay where it’s comfortable. But stories interrupt that,” she explains. “They make us feel something. And when we feel something, we remember it. We act differently.”
That’s what makes storytelling such an incredible leadership tool. When you want to drive behavior change, share a story. When you want to help someone believe in a vision, share a story. When you want to create a shift in mindset—start with a story.
From Ad Copy to Culture Champion
Danielle’s path to becoming a storytelling evangelist began in advertising, where she learned the power of crafting emotion in just seven words on a billboard. Her early training taught her to quickly capture attention and evoke a response.
Eventually, she found herself working on internal brand initiatives, and that’s when it clicked: Why not bring the same storytelling craft inside the walls of the organization? Why not inspire employees the way great brands inspire customers?
That question sparked one of her most powerful projects: a 100 Voices campaign for Starwood Hotels & Resorts. She flew to Dubai and interviewed employees from all over the world. The original goal? Capture career path stories. But Danielle ditched the corporate Q&A and asked instead, “What have you overcome?”
That single question unlocked something extraordinary. People shared their real stories—pain, triumph, perseverance. The result was a mosaic of humanity that changed how the company viewed its people. It became so impactful that when Marriott acquired Starwood, they showcased those stories to understand the soul of the brand they had purchased.
“I knew right then—we were onto something,” Danielle said.
A Simple Framework for Transformational Storytelling
Storytelling doesn’t have to be intimidating. In fact, Danielle offers a simple framework any leader can use—whether you’re giving a speech, writing an email, or leading a team meeting.
The formula: Captivate. Relate. Motivate.
- Captivate: Start with something unexpected or bold. “I come from nothing,” is how one executive began his all-company town hall. It stopped the room. Vulnerability and surprise pull people in.
- Relate: Be human. Talk about challenges, fears, failures. “Relatability comes from authenticity,” Danielle says. “If you’re not willing to share what’s real, your people won’t either.”
- Motivate: End by sparking action or reflection. Help your audience think differently. Make them feel like they matter. Invite them to change something, even if it’s small.
You don’t have to follow the sequence perfectly. But the best stories include all three elements—and they move people.
What Describes You vs. What Defines You
Danielle also shared one of her favorite exercises: Ask someone to list what describes them (job title, years of experience, etc.) and then what defines them (a pivotal life moment, a loss, a core belief). It’s often the second list—the defining elements—that holds the gold.
She tells her own story of losing her mother to cancer and becoming a caretaker to her younger sister. That moment shaped who she became: driven, fiercely independent, and relentless in her purpose. It’s not just a fact about her life—it’s what fuels her every day.
This distinction is critical for leaders who want to understand what drives their people. “If you want to know what makes your people tick,” Danielle says, “you’ve got to ask different questions. And you’ve got to make space for the answers.”
Why Storytelling is the Future of Leadership
Leadership isn’t just about vision—it’s about helping others see themselves in that vision. When a leader shares a meaningful story, it’s not fluff. It’s strategic. It builds trust. It humanizes the person at the front of the room. And it opens the door for others to share their truth too.
Danielle’s show, The Story Effect, launched with the goal of creating a culture of storytelling. It’s a space for leaders to share the “why behind the what,” the pain behind the success, and the defining stories that shaped them. Her hope is that listeners not only feel connected to the guests but also inspired to dig deeper into their own story—and the stories of those around them.
“We need more places where people can get raw, real, and reflect on their journey,” she says. “Not just to feel seen—but to create real connection that leads to change.”
And that’s the message. The most powerful tool leaders have isn’t a vision statement or a strategic plan. It’s a story. A story that captivates. A story that relates. A story that motivates.
So, the next time you’re preparing a speech, running a team meeting, or onboarding a new employee, ask yourself: What’s the story here? How can I make them feel something?
Because at the end of the day, people won’t remember your bullet points.
They’ll remember how you made them feel.
Listen to the Episode: Gut + Science 288: Storytelling is the Secret Weapon to Connection with Danielle Krischik
Key Takeaways:
- Storytelling Builds Connection: Stories spark emotions, making them a powerful tool for creating meaningful relationships and engaged teams.
- Simple Storytelling Formula:
- Captivate: Grab attention with something unexpected.
- Relate: Share real, relatable experiences.
- Motivate: Inspire action or new thinking.
- Go Beyond the Surface: Take time to ask deeper questions that reveal what defines people, not just what describes them.
- Prioritize Stories: Slow down to let meaningful stories unfold—they’re worth the time and space.
Things to listen for:
[00:02:00] How connection is more emotional than traditional engagement and breaks it down into four categories: connection to each other, the work, the leader, and the organization.
[00:05:00] How stories elicit feelings and why that’s essential for building connection and influencing behavior: “A story brings up, fires up those kinds of feeling and emotion spaces in the brain.”
[00:06:00] How storytelling activates emotional and memory centers in the brain—making information stick and inspiring action.
[00:09:00] How going off-script during global employee interviews at Starwood Hotels led to emotional breakthroughs and a viral internal campaign with transformative impact.
[00:13:00] A simple yet powerful formula for effective storytelling, especially for leaders communicating vision and purpose.
[00:14:00] Real-world examples of how leaders can use honesty and personal struggle to gain trust and create memorable messages.
[00:28:00] The “Describe vs. Define” exercise for teams – An exercise where people reflect on what describes them versus what defines them—unlocking deeper stories that can shape team connection and leadership understanding.
[00:29:00] The impact of losing a mother, stepping into a caretaker role, and how that experience fuels her passion and work ethic today.
[00:34:00] How storytelling shouldn’t be a one-time tool—it should become part of the organization’s DNA and communication habits.
[00:33:00] The deeper mission behind The Story Effect podcast. The vision for the podcast as a place where leaders can be raw, real, and explore the “why behind the what” of their lives and work.