Hang around a school long enough and you will get a feel for its mission, what the school is really like down to its foundation. Curiously, you can’t fully decipher the school’s ethos from its brochures or official mission statement. Instead, you get a feel for the place mostly by watching the school’s leaders—how they lead, internally and externally.
For instance, if you listen carefully to the head of school or the division director—how they speak, how they write, and how they behave in a crisis—you will see themes and values at work. I hesitate from calling these themes fully formed educational philosophies; rather, they’re more like carefully timed messages about who the school is and what the community stands for.
Good-to-great leaders in the educational world often have good instincts about children and teaching, and a hard to describe competitive quality. Let’s call it “edge.” Leaders, whether they like it are not, will find themselves perpetually out on a limb with a megaphone. Story-telling may not make the leader, but very bright people have been undone by their inability to articulate a message.
School leaders don’t wing it or make it up as they go along. Instead, they work on their stories and test limbs before they venture out with the microphone. School leaders who don’t venture far from their school’s mission statements in their speaking and writing endeavors—those who play it safe all the time—are usually dull and ineffective leaders.
Here’s an anecdote about a head coach and a tale he told his players the night before the big game, which just happened to be the school’s first championship soccer match in half a century. This story underscores the value of telling stories, the importance of remembering who your audience is, and the power of having a little “edge.” All great schools are made up of leaders who know how to discharge a carefully timed message.
The kids are on the bleaches. It’s the end of practice, the last practice before the championship game, and the coach launches into another one of his stories. The kids groan because they love to hate his stories.
“Last night I was watching this movie where this guy falls in love with the most beautiful girl in town. You know the kind of girl I’m talking about. She’s the type you sit behind in math class. She keeps your mind off of class for the entire period.” There are a few chuckles at this comment, but the coach shoots the whole team a sidelong glance, as if someone blew wind in church.
“So this guy falls in love with this beautiful girl, but she won’t go out with him until he promises to light a candle beneath her window each night for a 100 nights, what English teachers call ‘holding a vigil.’ Don’t ask me why she wants him to do this—she just does.” The coach has a soccer ball at his feet. He flicks it into the air and catches it in his hand.
“Anyway, the boy knows right where this girl lives. So each night he appears beneath her window, lights a candle, and waits for her to appear. Sometimes she appears, sometimes she doesn’t. She’s a bit of a tease, if you know what I mean.”
“Ten nights go by, then 20, then 30, then 50. Of course the boy gets tired but he keeps showing up and lighting those candles. The girl’s worth it. Eventually the 95th night rolls by. Then 96, 97, 98, 99 . . . and on the 100th night, there’s the boy beneath the girl’s window. But a moment before midnight, a split-second before his goal is attained, the boy blows out the candle and goes home.”
The coach appears to be finished with the story. No one moves from the bleachers. Finally someone builds up enough courage to ask What Happens, does the boy get the girl or what?
“No, he doesn’t get the girl,” the coach growls. “He goes home and gets a good night’s sleep because he has a championship soccer game to win!” And at that moment there is a collective burst of energy as the front row lunges up from the bleachers and tackles the coach in mock-anger. The ball comes loose and rolls away. Practice is over. There won’t be another one—nor another story—for nine months. The next day the team wins the championship, but years later it is the story that resonates deeply in memory.
This story has edge. This coach has what educational literature calls “a teachable point-of-view.” He often tells stories, so his charges have gotten into the habit of listening to him. It also helps immensely that this coach knows the game; he’s wearing soccer cleats, he knows how to flick balls up into the air, he knows how to juggle. He knows how to walk the walk and talk the talk. I think this is an important message for any school leader. Don’t tell—or tackle—a story if it’s not your style, or true to your own “voice” as a leader-learner.
This story above expresses values and is full of ideas, although the coach has cleverly disguised his message until the final moment. What could be more valuable and important to a group of teenaged boys than winning the girl of their dreams? I suppose the coach could be accused of being a little sexist, but he is certainly aware of his audience and the context (practice field, getting dark, day before the championship game). The coach could have merely told his players how important it was to win the big game, but that “message” wouldn’t have been nearly as memorable or powerful as the story about the boy who tosses the girl aside in order to go home and get a good night’s sleep.
Educational writer Stephen Denning speaks about “the sparking action type of story” but he ties it primarily to “getting people to change.” But school leadership is not always about sparking action for change. Often it’s about knowing your audience and getting everyone on the same page and excited about moving forward long after little changes have accumulated, or after the big change has been made. I call these “HOO-RAH!” stories with “HOO-RAH” messages (a reference to Al Pacino in The Scent of Woman). Stories only excite if they tap into a common well of experience, which is why knowing your audience and your subject is so important.
And finally, the story above is really an example of taking risks. The coach is not afraid to be a little irreverent. He’s not afraid to use a story to achieve an explicit teaching/coaching end. He’s not afraid to be wrong (because some of his stories fall flat on their faces). He’s not afraid to insert a good story into any conversation or endeavor, whether it’s on the soccer field or in the classroom or in the meeting room. This is his teachable point-of-view. Every effective leader I know is good at telling stories.














