We learn best - and change - from hearing stories that strike a chord within us.

Without credible communication, and a lot of it, the hearts and minds of others are never captured.

Over the years I have become convinced that we learn best - and change - from hearing stories that strike a chord within us ... Those in leadership positions who fail to grasp or use the power of stories risk failure for their companies and for themselves.

Leaders establish the vision for the future and set the strategy for getting there; they cause change. They motivate and inspire others to go in the right direction and they, along with everyone else, sacrifice to get there.

Motivation and inspiration energize people, not by pushing them in the right direction as control mechanisms do but by satisfying basic human needs for achievement, a sense of belonging, recognition, self-esteem, a feeling of control over one's life, and the ability to live up to one's ideals. Such feelings touch us deeply and elicit a powerful response.

Valued achievements connect to people at a deeper level—and a deeper level can change behavior that is generally very difficult to change.

One of the most powerful forms of information is feedback on our own actions.