When Australia’s dairy industry faced a crisis over crippling supermarket milk prices, Australia Rural Leadership Program (ARLP) Alum Sallie Jones did not just push for policy change, she told a story.
As co-founder of Gippsland Jersey, she saw firsthand how fluctuating milk prices devastated farmers and families like her own. Determined to make a change, she began to share her own lived experience and those of the people and animals behind the milk cartons to better educate shoppers and policy makers.
Through social media, interviews and public talks, she brought the crisis to life. Her storytelling did not just inform, it moved people. Consumers rallied behind Gippsland Jersey, shifting their buying habits in support of sustainable pricing. At the same time, policymakers could no longer ignore the issue, and industry conversations took on new urgency. Sallie’s ability to connect with audiences through human-centred narratives was a turning point in advocacy for fair milk prices.
Her success is an example of how changemakers can use storytelling to drive action. The techniques she used, personal narrative, emotional engagement and clear calls to action are the same tools that you can use to navigate change.
Storytelling has deep roots
Storytelling is not just a communication tool; it is fundamental to how humans make sense of the world. Neuroscience has shown that narratives engage multiple parts of the brain, enhancing memory, empathy and decision-making. Unlike data or directives, stories trigger the release of oxytocin, a hormone linked to trust and social bonding. This is why compelling narratives influence behaviour more effectively than raw facts.
Harvard research has found that people who use storytelling are better at fostering shared purpose, reducing resistance to change and inspiring commitment. Stories help people navigate uncertainty by providing a sense of continuity and meaning. In leadership, this means framing change not as a disruption but as part of a larger, relatable journey.
We know that First Nations communities in Australia for example have used storytelling for over 65,000 years to pass on knowledge, maintain culture and guide change. Rock art in Kakadu and the Kimberley, along with oral traditions, tell stories of resilience, adaptation and environmental awareness.
Storytelling connects people to history, culture and shared values. Even today, changemakers use well-crafted narratives help people understand complex issues, build emotional connections and embrace new possibilities.
What makes a good story?
Understanding the core elements of storytelling allows changemakers to harness its full potential. Each element plays a role in shaping narratives that engage, persuade and drive transformation. These techniques can be used by anyone looking to influence change, whether in an organisation, an industry, a community or personal relationships.
Authenticity builds trust
People connect with stories that feel genuine. Audiences can sense when a narrative is forced or exaggerated, which erodes credibility. Changemakers who share real experiences, including successes, failures and lessons learned, build trust. Transparency fosters stronger relationships and makes people more likely to support change.
In leadership, this means not just presenting polished success stories but also acknowledging struggles. For example, when Sallie Jones spoke about the mental health impact being felt by dairy farmers, she did not shy away from the hardships. Her honesty made her message more powerful, earning consumer trust and influencing policy discussions.
How to apply it:
- Reflect on your own leadership journey. What challenges have shaped you?
- Be open about setbacks and the lessons you have learned.
- Share personal experiences that align with the change you want to drive.
- Focus on emotions that support your message, such as hope, resilience and urgency.
Relatable characters make change tangible
People do not connect with abstract concepts; they connect with other people. A strong story includes individuals the audience can see themselves in. Whether it is a business owner adapting to industry shifts, a farmer responding to a climatic event or a president of a local footy club advocating for better resources, relatable characters bring change to life.
During times of change, storytelling is most effective when it centres on real voices. Policy discussions often rely on statistics, but personal stories (like those of dairy farmers struggling with milk prices) make issues tangible. They remind audiences that change is not just theoretical; it affects real lives.
How to apply it:
- Identify real individuals who represent the change you seek.
- Use their stories to illustrate broader issues.
- Frame narratives around the lived experiences of those most impacted
A clear narrative arc provides structure
A strong story follows a logical progression: challenge, action, resolution. This structure helps audiences understand the stakes, engage with the journey and feel invested in the outcome.
Sallie Jones’ advocacy for dairy farmers had a clear arc. The problem: farmers struggling under fluctuating milk prices. The action: raising awareness and rallying consumer support. The resolution: a shift in public perception and policy discussions that placed more value on sustainable pricing. This structure made her message clear and compelling.
How to apply it:
- Start with a problem or tension that needs resolving.
- Highlight the actions being taken to address it.
- Reinforce the connection between past, present and future.
- End with a resolution or a strong call to action.
Moving from stories to action
A great story does not just inform, it leads to action. Without a clear next step, even the most compelling narrative loses momentum.
Sallie Jones did not just highlight the struggles of dairy farmers; she encouraged consumers to make conscious choices at the supermarket checkout, asking them to support brands that valued fair pricing. This call to action transformed concern into tangible impact.
How to apply it:
- End every story with a clear next step.
- Encourage audiences to participate in change, whether by making different choices, supporting a cause or adopting a new perspective.
- Reinforce the idea that action leads to real outcomes.
What is your next step?
Your story has the power to shape the future. How will you use it?
If you want to harness storytelling as a leadership tool, the Australian Rural Leadership Foundation’s Changemaker Workshop is an opportunity to explore its impact. Travelling across the country, the two-days the workshop is designed for people who want to drive change in their communities or industries.
Participants will:
- Learn storytelling skills that drive engagement and action
- Develop leadership skills in resilience, adaptability and collaboration
- Explore how to influence change while considering diverse perspectives
- Connect with like-minded changemakers across different sectors
To find out more, visit the Australian Rural Leadership Foundation website and explore how storytelling can help you become a more impactful changemaker in your organisation or community.
