Storytelling isn’t just a communication skill. It’s a leadership turning point.
What Makes Our Approach Different?
At Leadership Story Lab, we work with leaders who want to persuade, not just prove. Connect, not just convince. While others teach storytelling as performance, we teach it as a system. One rooted in what we call T²: Transaction × Transformation.
What Is T²?
- Transaction is your initial goal. Land the job. Win the deal. Lead the change. Deliver the message.
- Transformation is what happens when storytelling becomes a way of seeing—and leading. You start to speak differently. Listen differently. Lead with more clarity and purpose.
T² means you get the result and the shift.
What Step Is Right For You?
Curious About Storytelling?
Explore if you’re new to story-driven leadership.
Need Support Right Now?
You’ve got a goal. We’ll help you reach it—with story.
Ready for a Deeper Shift?
Storytelling as leadership transformation.
T² means you get the result and the shift.
It’s not about telling better stories. It’s about becoming the kind of leader your story demands.
Still Not Sure? Let’s figure it out together.
One short conversation can help you find the next best step. Let's talk.
“Without Esther and her storyboarding process we would have never won this important account in the world’s most challenging and rewarding market.”
-Trevor Cook, Managing Director, AMP Capital
Business Storytelling Insights
Get informed and empowered about the fundamentals of corporate storytelling. Engage your audience, make a case for change, connect with people everywhere, clarify complex information and craft a culture of storytelling at your organization.
Authentic Stories: See What happens When AI Helps You Discover Leadership Stories
Leadership Story Lab recently launched ella AI, a leadership storytelling tool, to help business leaders discover and structure meaningful stories to create powerful moments. Unlike chatGPT and other AI tools, ella AI is trained exclusively on our proven business storytelling methods. Instead of generating generic answers that risk diluting your voice and watering down your…
Better Every Story
Leadership Transformation through Storytelling
"This is an amazing and insightful post! I hadn’t thought of that so you broadened my perspective. I always appreciate your insight!" - Dan B.
Get Esther Choy’s insights, best practices and examples of great storytelling to your inbox each month.
People forget facts, but they never forget a good story. In this leadership book, Let The Story Do The Work shares transformational business storytelling strategies, practical tools and easy-to-use templates. It’s your essential leadership storytelling toolkit.
People forget facts, but they never forget a good story. In this leadership book, Let The Story Do The Work shares transformational business storytelling strategies, practical tools and easy-to-use templates. It’s your essential leadership storytelling toolkit.
Leadership Storytelling Workshop
Give it a try! Learn the fundamental storytelling framework, test new ideas and receive constructive feedback at an upcoming leadership storytelling workshop! This complimentary virtual small group coaching session is a great way to practice in a safe environment and ask questions about applying leadership storytelling to your business context. Come away with new ideas to elevate your communication!
Esther's Podcast: Family IN Business
Esther's podcast with Kellogg's Ward Center for Family Enterprises is full of rich, deep and personal conversation. Listen to how family business leaders navigate Transition in Season 1, find Purpose in Season 2, and nurture Entrepreneurship in Season 3. Be inspired by guests and experts share stories and insight of failure, triumph, and new ventures.