Link Sharing: McKinsey on the CEO’s Role as Chief Storyteller

Shared by Ramiro Prudencio

In uncertain and disrupted times, stakeholders look to CEOs not just for strategy, but for context and confidence. A new McKinsey article, “The CEO’s Role as Chief Storyteller,” outlines how CEOs can leverage strategic narrative to bolster trust, shape culture, and guide organizational resilience.

1. CEOs must set the communication tone

As “storyteller-in-chief,” the CEO influences how the rest of the organization communicates—and whether it acts with clarity and coherence. McKinsey finds that high-performing CEOs spend about 30% of their time engaging with external stakeholders to maintain narrative consistency.

Takeaway for communicators: Empower your CEO to lead through structured storytelling—integrate communication strategy into their regular agenda, not just periodic briefings.

2. Define culture and purpose through narrative

When a CEO articulates why the organization exists and what it stands for, it reinforces identity and values—inspiring alignment across employees, investors, and customers.

Takeaway for communicators: Collaborate with CEOs to crystallize a narrative arc—introduce the “who” (CEO identity), “why” (purpose), “what” (strategic agenda), and “when” (action timeline). This foundation supports all communications.

3. Speak up in critical moments—then follow-up

A CEO who steps forward during pivotal events, such as economic shifts, societal disruptions, policy change, sets the tone externally and internally. McKinsey emphasizes that follow-up communication on progress and accountability is vital to maintain credibility .

Takeaway for communicators: Help your CEO prepare for key moments, craft authentic narratives, and build a structured cadence of updates to show sustained leadership.

4. Build a storytelling squad

Great storytelling isn’t a solo act: it’s amplified through a leadership bench that internalizes and conveys the narrative. McKinsey recommends training a core team of executives to speak in unison as brand ambassadors.

Takeaway for communicators: Design training programs for senior leaders—turn them into narrative carriers who can reinforce the CEO’s message across channels.

Why This Matters for CCOs

• Reputation and resilience depend on narrative consistency amid rapid change.
• Trust is fragile. CEOs hold more credibility than institutions alone.
• Structural narrative ensures communication isn't ad hoc but purposeful and preemptive.