Inside the Strategy Room 283. The CEO as chief storyteller
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Dec 25, 2025 Join Blair Epstein, a partner in McKinsey's CEO Excellence Practice, Max Gleischman, a strategic communications expert, and Ramiro Prudencio, a global communications leader, as they discuss the critical role of CEOs as chief storytellers. They explore the need for CEOs to build trust through transparent communication, the dangers of conflicting messages, and the importance of tailoring communication styles. Insights on crisis management and evolving narratives highlight how CEOs can lead with authenticity and purpose, shaping a resilient organizational culture.
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Permeable Channels Demand CEO Visibility
- CEOs must increase visibility, transparency, and engagement because stakeholders are more powerful and channels are permeable.
- Trust has fallen 20% since 2021, so CEOs must communicate authentically and proactively to rebuild it.
Mapping Stakeholders Broadened Perspective
- Brad Smith plotted stakeholder groups geographically to broaden his aperture before responding to social issues.
- That mapping helped him balance employee demands with customer and investor perspectives.
Start With The Institutional Why
- Start stakeholder engagement by focusing on the organization's institutional why, not just who or tactics.
- Use that shared why to guide decisions during crises and everyday interactions.