Helping leaders translate abstract goals into a coherent, emotionally engaging narrative that connects staff to the school’s vision and values.

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To build understanding and motivation by ensuring that messages are memorable, personal, and aligned with the broader direction of the school.

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Action Steps	Key Questions	Practice
Identify the story behind the strategy. Ask the leader to describe the bigger picture driving a current initiative.	What story does this initiative tell about who we are and what we believe?	Ask the leader to summarise the story behind their initiative in three sentences: the challenge, the action, and the outcome. Rehearse saying it aloud so it sounds authentic, not scripted.
Make it personal and relatable. Encourage the leader to connect the story to real people and experiences.	Who in our school community best illustrates this story? How can you share their example?	Practise opening a briefing or assembly using a short real-life example that illustrates the message. Give feedback on emotional tone and clarity.
Use consistent language and imagery. Help the leader identify a few repeatable phrases that anchor the story in people’s minds.	What single phrase or image will people remember? How can you use that phrase consistently?	Ask the leader to choose a single image or phrase (e.g. “Every second counts”) and plan where they will use it: assemblies, newsletters, or meetings. Review how repetition reinforces culture.
Connect each new message to the ongoing story. Challenge the leader to build continuity rather than isolated announcements.	How does this message link to what we said last term? What thread runs through everything we’re doing?	In coaching, practise a staff briefing where the leader updates on progress. Encourage them to start by reminding people of the original story before sharing new developments.

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