Here are the top 10 stories that leaders, executives, and CEO’s like to tell, according to Paul Smith who as interviewed hundreds of them.

1. Where we came from (our founding story)
2. Why we can’t stay here (a case-for-change story)
3. Where we’re going (a vision story)
4. How we’ll get there (a strategy story)
5. What we believe (a corporate-values story)
6. Who we serve (a customer story)
7. What we do for customers (a sales story)
8. How we’re different from competitors (a marketing story)
9. Why I lead the way I do (a leadership-philosophy story)
10. Why you should work here (a recruiting story)

Learn more in the stories leaders like to tell in Paul’s book The 10 Stories Great Leaders Tell.