Story-telling is an essential skill for leaders.
I've just come across this, so thought it might be of use:
In their book Made To Stick, brothers Chip and Dan Heath point out that there are factors that make a story ‘sticky’; that make customers stick to it or keep coming back to it, or that make other stakeholders (investors, employees etc.) remember your story and possibly even be drawn to it.
The brothers make the case for six factors (in combination) making the difference between what's memorable and what isn't: