Why Values Don’t Stick—And How Storytelling Brings Them to Life

In organizations everywhere, values are easy to declare—but much harder to live.

They show up on posters, websites, onboarding decks. They sound inspiring. They’re well-intentioned.

And yet… too often, they fade into the background.

In a recent Leadership Story Talks debrief, Jerome Deroy and Julienne Ryan reflected on a powerful conversation with Jim O’Gorman, Chief People Officer at Included Health. What stood out wasn’t just what Jim said about values—but how his organization brings them to life.

The answer? Story.

From Words on a Wall to Actions in the World

One example Jim shared was deceptively simple: each year, the company identifies ten employees who truly embody its values—and celebrates them over ten days.

Not in a generic, corporate way.

But through stories.

Because values don’t become real through repetition. They become real through recognition.

As Julienne put it, “We have to model what we preach.”

She described a similar initiative she witnessed—one that used storytelling as a continuous practice, not a one-time event. Teams gathered regularly to share stories of appreciation. Not about themselves, but about others.

Small moments became powerful narratives:

A colleague picking up the phone and saying, “I’ve got you.”
A teammate stepping in during a difficult project.
A quiet act of support that changed someone’s experience of work.

These stories didn’t disappear after they were told. They were layered, shared across departments, and carried forward—quarter after quarter.

The result?

A culture where values weren’t just stated—they were seen, heard, and remembered.

The Missing Link: Authentic Storytelling

One of the most important ideas from the original podcast conversation was this:

Leaders have a responsibility to tell real stories—not perfect ones.

Not stories about hitting every goal.
Not stories that reinforce a polished image.

But stories that reflect vulnerability, challenge, and growth.

Because authenticity builds trust.

And trust is what transforms values from abstract ideas into lived behaviors.

When leaders share honest stories, they create permission for others to do the same. And that’s when culture starts to shift.

A Simple (and Powerful) Way to Activate Your Values

If you’re wondering how to make your organization more values-driven, the answer isn’t complicated.

Start here:

Ask one question:
“Can you tell me a story about a time you saw our values in action?”

Then listen.

That’s it.

From there:

• Capture the story (video, audio, written)
• Share it internally
• Invite others to respond
• Let the momentum build

In one Narativ project with a global healthcare company, this exact approach led to something unexpected.

What started as a handful of curated stories turned into a movement.

Employees began sharing their own stories.
Commenting on each other’s experiences.
Creating a living library of values in action.

It didn’t feel like a campaign.

It felt like culture.

Why Story Works (When Everything Else Doesn’t)

There’s a reason this approach resonates so deeply.

We already live this way.

When something moves us, we share it—on social media, with friends, in conversation. Story is how we make meaning.

So why wouldn’t it work at work?

When people see themselves reflected in stories—when they recognize behaviors, emotions, and choices—they don’t just understand values.

They internalize them.

And more importantly, they start to live them.

The Ripple Effect of Recognition

Storytelling also transforms how we see each other.

As Julienne beautifully reframed it:

It’s a positive version of “talking behind someone’s back.”

Except instead of criticism, it’s recognition.

It’s saying:
“I see you.”
“I noticed what you did.”
“That mattered.”

And when that becomes part of the culture, something shifts.

People feel valued.
Teams feel connected.
Organizations become more human.

Bringing It All Together

Values-driven organizations don’t just define their values.

They demonstrate them—through stories.

Because stories:

• Make values tangible
• Build trust through authenticity
• Create connection across teams
• Inspire others to act

So if your values feel distant or disconnected, don’t rewrite them.

Tell better stories.

🎧 Listen to the full episode with Jim O’Gorman HERE on Leadership Story Talks for more insights on building values-driven cultures.

Check out the Listening Lab here ~ LISTENING LAB