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The purpose of this paper is to introduce the manner in which storytelling has become an increasingly common part of management development, and to highlight some of the use and abuse of storytelling as a management development tool.

The paper adopts an initial warning about the way storytelling is being used, particularly by management and leadership coaches, questioning whether the term “storytelling” is an appropriate term to use for what is occurring. The notion of “storyselling” is introduced in such a context and, in so doing, stimulates critical reflection about storytelling. A summary of key ideas of other papers is also presented to assist the reader in better understanding the broader trajectories contained in the papers as a whole.

Many are now starting to question practical guidance that is emerging from organization and management literature. Multiple paradigms have yielded not complementary perspectives on management problems, but less than unambiguous voices and guidance. Storytelling has become increasingly popular because it fills a void left by the current state of the organization and management literature. The practical guidance that “preaches” how an approach worked for others in similar situations makes storytelling a big business. Often wrapped up in the rhetoric of management and leadership coaching, storytelling becomes a core educative tool – a tool that this paper, and volume, suggests needs to be carefully examined.

The paper, and the volume as a whole, represents an opportunity for readers to join with the authors in a reflexive consideration of storytelling. The paper and volume also represent a cautionary note to those who rely upon what is dubbed “storytelling” as a core educative tool.

In this paper, the authors act as leadership development coaches who show that how a story is constructed, reconstructed and circulated in and through organizations make stories themselves active “players” in creating relationships. In turn, these relationships create leadership development opportunities. The authors also explain why some people need to listen to the whole story before they can draw conclusions about its parts, about why some people do not care about others', stories and about why some storytellers do not care about the characters in the story. The combination of these characteristics gives a more detailed view of storyselling that, necessarily, works with storytelling as tools used in coaching for leadership development. The purpose of the paper is to describe further the origins of storytelling and storyselling and their relationship to leadership development coaching, and to demonstrate how the movement of a story told and sold create leadership development opportunities.

This paper is informed by a psychodynamic understanding of organizations and examines a case study to illustrate the theoretical views that are advanced.

The employment of sociograms is found to be a useful way to chart and understand the relational dynamics of stories as quasi‐objects and their fragile and ephemeral nature. The authors find that stories can be usefully considered as both quasi and transitional objects.

Psychodynamic theory informs the process of storytelling and storyselling. The implied art of storytelling and storyselling derived from research analysis are the catalysts for understanding why and how researchers put forward their findings and conclusions in scientific study.

The pracademic approach evident in this paper makes theory more accessible and useable in the field of practice. One branch of psychodynamics informs storytelling theory as it applies to the practice of coaching for leadership development.

The paper's originality lies in the development of potential time and the application of this concept in the creation of leadership development opportunities and leadership development coaching.