S2 Tell the Story behaviour illustration

Strategy behaviour S2

Tell the Story

A vision only moves people through a story. Share why you care, what your community has achieved together and why action matters now.

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What this behaviour looks like

Self, us and now

A leader shares a personal reason for caring, a story of what pupils, staff and families have achieved together, and why the moment to act is now. Real examples and evidence make it credible, and it ends with one clear ask.

A practical example

Launching a reading priority

Data and directives“Reading results are below target. From next week every class will do daily fluency practice.”

Telling the story“I care about reading because a teacher once helped me love books. Last year our Year 3 team showed what daily reading can do: reluctant readers began choosing books. Too many children still miss out, so this week let's each start daily fluency practice.”

Story of self

A teacher once helped the leader love books.

Story of us

Year 3's daily reading turned reluctant readers into book choosers.

Story of now

Too many still miss out, so start daily fluency practice.

Now try it with your next briefing.

Write three sentences for a change you are leading: why you care, what the team has already achieved together, and the one action you are asking for now.

S2 · Resources for your setting

Put ‘Tell the Story’ into practice

Develop your own practice or lead the learning with your team. Use the chapter and workbook to explore the behaviour, then choose the resources that fit your next step.

S2 Tell the Story Playbook cover

Apply · Your leadership practice

Put it to work

Use the S2 Playbook to turn the behaviour into practical action on a real leadership challenge.

  • Practical toolkit and coaching prompts
  • A practice script to rehearse your approach
  • A 90-day plan to guide your next steps

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S2 Tell the Story: PowerPoint slide

Apply · Learning with your team

Lead a team session

Use the S2 INSET PowerPoint to help colleagues explore the behaviour and plan how to put it into practice.

  • Editable slides to adapt to your setting
  • Speaker notes to support facilitation
  • Discussion, rehearsal and planning

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Completed Playbooks

See S2 applied in eight leadership contexts

Choose your role to explore the challenge, the leader’s response and the intended result. Members can read the complete example and download an editable Word copy.

In a primary school

In a secondary school

Across schools

Selected completed example

In a primary school · Headteacher

Rebuilding family trust on attendance

Nicola · Headteacher · 405-pupil primary school with specialist SEND provision

Worked example at a glance

Rebuilding family trust on attendance

The challengeFormal attendance letters have gone to 31 families without a listening conversation first. One parent felt judged by a letter, until a later conversation uncovered transport and arrival barriers.

What the leader doesWith the parent's consent, the headteacher tells the story anonymously, owns the school's first response and asks staff to record one family priority and one school action in every conversation, which families can correct.

What success looks likeBy day 30 the first ten families should have a listening conversation and shared plan; by day 60 at least 90% of promised school actions should be done on time; by day 90 attendance and family confidence should improve.

The complete Playbook is for members

Turn this example into action

Read the full toolkit, coaching and practice scripts, and 90-day plan. Members can view the PDF here and download an editable Word copy.

Resources for this behaviour

Templates and checklists from the resource library that put S2 into practice.

Browse the whole resource library

Further reading

First page of What Is Public Narrative? by Marshall Ganz

Recommended reading

What Is Public Narrative? – Marshall Ganz (2016)

This text deepens your understanding of the behaviour by illustrating how structured storytelling motivates collective action, helping you frame narratives that move people towards a shared purpose.

Open the article ↗

References from the Everyone Succeeds book

  • Brown, B. (2015) Daring Greatly: How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and Lead. London: Penguin Life. Buy on Amazon ↗
  • Ganz, M. (2011) 'Public narrative, collective action, and power', in Odugbemi, S. and Lee, T. (eds) Accountability Through Public Opinion: From Inertia to Public Action. Washington, DC: The World Bank, pp. 273–289. Read free ↗

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