Communication provides the power to motivate followers. It is not what you say, but how you say it that counts. Just look at Abraham Lincoln. He mastered the art of story telling to help him lead more effectively according to Steve Densley, president of Utah Valley Chamber of Commerce.

Here’s a quote from Mr. Densley, “Lincoln could also apply perfect rhyme, cadence and alliteration to his speeches and writings. He could conceive and employ such beautiful symbolism as ‘the fiery trail through which we pass,’ ‘the mystic chords of memory,’ and ‘a house divided against itself cannot stand.’ Every leader must realize that the power to motivate followers resides almost solely in the ability to communicate effectively. In most business organizations, private conversation is much more important than public speaking, and loyalty is often won through such personal contact.”