There’s something about a good story that pulls us in, holds our attention, and makes us feel connected. It’s in those moments of connection that we find meaning—not only in entertainment but in the goals we set, the work we do, and the relationships we build. After attending a recent webinar with Ryan Reynolds and SADA CEO Tony Safoian, I was reminded of the power of storytelling and how it influences everything from building brands to achieving personal growth.
Ryan Reynolds, known for his wit and unconventional approach to business, shared something that struck a chord with me: people aren’t stupid. You don’t need to over-complicate your message. In fact, sometimes the simplest, most honest stories are the ones that resonate the most. Whether you’re running an ad or setting a goal, being truthful in what you’re trying to achieve matters. And even if your message is funny—or, as Ryan put it, “stupid”—if it’s authentic, people will connect with it.
This made me think about the goals we set, both professionally and personally. It’s easy to get lost in layers of jargon and strategy, especially when you’re leading a team or trying to hit a target. But what if, instead, we framed our goals as stories—stories that people could believe in and relate to? Rather than presenting a set of numbers or expectations, we could tell the story of why we’re doing what we’re doing. We could share the bigger picture, the problem we’re trying to solve, and invite others to be part of that journey.
In a way, advertising is all about relationship-building. The same can be said for leadership. When you tell a story that’s true to your purpose and values, people naturally want to be part of it. That’s how you build trust—not by selling a product, but by sharing something real. And it’s the same with leading a team. When you’re transparent about your goals and honest about the challenges, when you listen to your team and make them feel seen and heard, you create a connection that makes those goals achievable.
Ryan also talked about red flags—especially in leadership. One of the biggest red flags, he said, is when people are more focused on winning than on learning. I’ve seen this too. It’s the kind of mindset that stifles growth, both in individuals and in teams. When your goal is to always be right, you miss out on opportunities to improve and adapt. On the other hand, a true leader is someone who listens, empathizes, and values the input of others, even when there are disagreements. Surrendering the need to always win opens the door to real progress. And when you do that, your goals aren’t just milestones—they become part of a larger, more meaningful story.
This isn’t just about professional life. The same applies to personal goals. We all have things we want to achieve, whether it’s related to our careers, our families, or our own growth. But when we frame those goals as part of a bigger story, they take on new meaning. It’s no longer just about getting from point A to point B—it’s about the journey and who you’re becoming along the way. And, perhaps most importantly, it’s about how your story fits into the lives of others.
So, as I reflect on what I learned from the webinar, I can’t help but think about how storytelling shapes everything we do. The goals we set, the teams we lead, the lives we live—they all become richer and more significant when we tell the story behind them. Whether it’s a business trying to connect with customers or a leader trying to inspire a team, the key is to be honest, to listen, and to invite others into the narrative.
Because at the end of the day, storytelling isn’t just a tool for marketing or leadership—it’s a way to connect. It’s about building something real, something that lasts. And when we do that, our goals aren’t just something we accomplish—they become part of the legacy we leave behind.
