rbl Brand Agency

rbl brand agency the leadership gap

Feb 4th, 2025 | Adam Concar, Executive Creative Director


Companies often start with a story of an imagined future, a breakthrough, or a belief that gives meaning to everything they do. For leaders, that story is personal. It drives decisions, inspires bold moves, and shapes the future.

But here’s the challenge: While leaders may hold that story close, their people often don’t.

The Gap No One Talks About

In our research of 133 tech companies, 86% of leaders said they could confidently articulate their company’s story. But when asked if their employees could do the same, only 43% agreed.

This gap isn’t just about storytelling. It’s about connection, culture, and momentum. When the people behind a company don’t fully understand its story, it creates uncertainty. Decisions feel disconnected. Work loses its meaning. The story that inspired the company to exist risks being watered down or lost altogether.

Why This Matters More Than Ever

It’s not enough for leaders to know where they’re going. To build something truly extraordinary, they need their people to come along for the ride. Employees who understand the story can communicate it to customers, partners, and the world. They bring the mission to life in every interaction, big or small.

This is where great companies stand apart. It’s not just about what they build, sell, or achieve. It’s about how their story is lived and shared at every level.

Why This Gap Is an Opportunity

Closing the leadership gap isn’t just about better communication. It’s an opportunity to reimagine the way your company operates.

When employees can confidently tell the company’s story, they become part of it. It stops being your vision and becomes our vision. Customers notice. Investors notice. The market notices.

This isn’t about handing out scripts or talking points. It’s about creating a narrative that’s clear, authentic, and deeply resonant for everyone. From the CEO to the newest hire.

Crafting A Story Everyone Can Tell

Start by asking yourself:

  • Is it crystal clear why your company exists and what it’s working toward?
  • Does the story hold enough meaning for people to care about it?
  • Do your employees see themselves as part of that story?

If the answers feel uncertain, don’t see this as a problem; see it as potential. The story is already there. Your job is to help uncover it and bring it to life for everyone.

Stories Bring People Together

The most aligned companies don’t just have strong leadership—they have a story that means something to everyone. When that story is understood and shared across the company, it becomes more than a message. It becomes something people take ownership of, bring to life, and carry forward in their work.

Bridging the leadership gap isn’t just about fixing a disconnect. It’s about ensuring that meaning isn’t held by a few but felt by all. Because when meaning is clear, momentum is unstoppable.

So, what story is your team really telling?