Advancement isn't about competence; it's about story - MAC120

I was talking with someone last week who's been in the same role for years. Smart person; dependable; someone who always gets things across the finish line. Their question hit me hard because I've heard it so many times before: "Why do people who seem less competent than me keep getting promoted?" My answer was simple… and frustrating… and completely true. Advancement isn't about competence; it's about story. The people moving up aren't always better at the work; they're better at talking about the work. They've learned how to turn their accomplishments into a narrative leaders immediately care about. And that's what we're diving into today; how to use real storytelling—not a string of corporate buzzwords—to finally break through to the next level. Doing vs. Impacting If you've been in your role for four, five, maybe even seven years and you keep getting passed over for promotions, there's usually one core issue at play: you're great at doing, but you haven't learned how to talk about impacting. The difference is huge. Doing is about tasks; impacting is about outcomes. Doing sounds like "I built the dashboard." Impacting sounds like "Our team can now make faster decisions because we have real-time visibility into customer behavior." And here's the truth; your leaders don't care about the volume of items on your to-do list. They care about what changed because you were in the room. So when you walk into a meeting with your boss, or present to senior leadership, or sit down for your annual review... and you start listing tasks one after another... you've already lost them. You're giving them a story about your effort when what they need is a story about your impact. A Real Example: Jaime's Story Let me give you an example. I was working with a coaching client—let's call them Jaime—who was trying to move from a senior role into a true leadership position. They'd been in their job for years; absolutely knew their stuff. But every time they described their work, it came out like this: "I analyzed the sales data, identified trends across regions, created visualizations for the executive team, and presented my findings at the monthly business review." On paper, that sounds solid… thorough… professional. Except no one remembers it; and worse, no one sees it as strategic. What Jaime shared was a sequence of activities. It was a recipe; not a story. And leaders don't promote people for following recipes. During our coaching session, we rewrote that same narrative so it actually meant something: "We were losing ground in key territories and no one could figure out why. I dug into the data and found that our product was completely out of sync with competitor positioning in that region. After aligning with leadership, we shifted our approach. Within two quarters, we recovered our market share." Same work; completely different story. The Structure of a Compelling Story So what's the real difference between those two versions? Structure. Every good story follows a familiar shape. There's a situation or a problem; there's tension or conflict; there's action that leads to change; and finally, there's a resolution that closes the loop. When you're talking to leaders about your work, you need to use that same structure… not because you're trying to be dramatic, but because this is how the brain processes information. We remember stories; we forget lists. Let's break down the structure. First, set up the problem. What was at stake? Why did it matter? Leaders need context before they can appreciate your solution. The problem can't just be "we needed to do this task." It has to threaten a goal, create risk, or block progress. In Jaime's case, the first version had no problem—it was just a list of tasks. The second version began with the real problem: lost market share. That's something a leader actually cares about. Second, show the tension. What made this hard? What was unclear? What obstacles did you face? Many people stumble here, thinking that admitting difficulty makes them look weak. It doesn't. It makes the story compelling and makes your solution look smarter. Jaime's tension was simple: "no one could figure out why." That tells leaders this wasn't obvious; it required insight. Third, describe what you did. But don't list every step—that's just a repeat of the task list. Focus on the key move, the insight that unlocked the solution. Leaders don't need the play-by-play; they need to understand your thinking. Jaime said, "I dug into the data and found our product was completely out of sync with competitors." That's the key move. They didn't detail every analysis; they highlighted the insight that mattered. Fourth, land on the outcome. What changed? What's different now because of your work? This is where you show impact, not activity. "We shifted our approach. Within two quarters, we recovered that market share." That's impact. That's ...