Business of Story #543: From Adversary to Advocate: How Auditors Use Story to Build Trust Instead with Shagen Ganason
Nov 24, 2025
Shagen Ganason, a global audit executive and author of The Storyteller's Ledger, shares insights on transforming data into compelling narratives. He emphasizes the importance of storytelling for auditors to create emotional engagement and make findings actionable. Shagen highlights how reframing risks can turn auditors from adversaries into advocates for stakeholders. He discusses practical tips for effective storytelling, such as understanding the 'why' behind data and using a structured narrative to resonate with audiences.
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Stories Turn Data Into Meaning
- Numbers deliver facts but stories deliver meaning that moves people to act.
- Shagen Ganason says humans remember and act on story-driven meaning more than raw data.
From Paralysis To Listening Leader
- Shagen fell in Mongolia and was paralyzed from the waist, then relearned to walk over two years.
- The ordeal taught him to listen for what people don't say and to build confidence step by step.
Make Audits Collaborative Journeys
- Do bring stakeholders along the audit journey instead of just issuing verdicts.
- Invite ownership by showing how findings impact the business and individuals, turning adversary into advocate.
