In preparing for the launch of another podcast, Hoover 360, I’ve been embracing my identity as a plaque-reading history dad. While I’d love to take credit for this turn of phrase, it actually came from my kids.

That’s because anytime we visit a museum or historical site on a family vacation, I’m typically several steps behind the pack — crouched with my head forward and hands behind my back, poring over each and every plaque. A glance back at my family reveals wide eyes, watch tapping, and laughter at my expense.

I’m okay with this. This is who I’ve always been. From my childhood ruler with all the presidents on it to the stacks of books I surround myself with, history is one of my biggest passions.

One of my favorite authorities on the subject is Jon Meacham. Recently, I heard him offer his simple definition of not only what history is, but why it matters:

“History is a story about the past told in the present that inspires a better future.”

And that got me thinking …

History is a story. It’s literally in the name. That’s why so many of us find it so compelling — heroes, villains, obstacles, mentors, setbacks, battles, climaxes, and resolutions. Some histories are more compelling than fiction. How many times have you heard someone say, “You can’t make this up”?

Sharing stories of past events has been part of our way of life since we started standing upright and speaking. It was survival — “Don’t go over the ridge; there’s a saber-toothed tiger.” It provided entertainment. And importantly, education. Stories of past hardships and accomplishments help us better ourselves.

That brings us to the better future that story helps us create. Stories are more effective at motivating behavior than just about anything other than experiencing something directly. They provide opportunities for symbolic learning — using language to frame ideas and inspire change.

History itself provides lessons that help us find the way forward. George Washington modeled that leadership also means letting go — voluntarily giving up power after two terms. Harriet Tubman escaped slavery and could have stayed in the North — but went back to help others. Fred Rogers was ordained as a Presbyterian minister specifically to work in television — because he saw it being used to throw pies at people and thought it could do better.

These are our stories. Collectively, they create our shared culture, tell us what we’re about, and guide us forward.

The same is true inside organizations. Our shared stories at work — where we’ve been, what we’ve overcome, who got us here — connect people to teams, leaders, and purpose. Most leaders look forward: vision, strategy, goals. But your organization’s history is one of your most underused storytelling assets. Looking back at a struggle, a turning point, a founding moment can be just as powerful for connecting and motivating people as any vision statement.

Winston Churchill said, “Those that fail to learn from history are condemned to repeat it.” But the flip side is just as true: those who know their history have a roadmap — and a story worth telling.

Story Strategy: Subvert Expectations

Your organization’s past is one of your most powerful — and most overlooked — storytelling assets.

Apply it:What’s a story from your organization’s history that captures what you’re really about? A founding struggle, a turning point, a moment that defined your culture. Find it, tell it, and watch it connect your team to something bigger than today’s to-do list.

 A version of this first appeared in Story Strategies—my monthly email newsletter designed to help you connect with your audience through the power of story. Get the next issue delivered to your inbox.