In this episode of the Slappin’ Glass Podcast, we sit down with master storyteller and communication expert Clare Murphy to explore the powerful role of storytelling, narrative, and communication in building culture within elite sports teams.

Drawing on her work with organizations ranging from the Mission Critical Teams Institute to elite sports environments and NASA, Clare breaks down why stories—not information—are the most effective way leaders transmit belief, values, and identity to their teams.

Together we dive into how coaches can use storytelling to build trust, strengthen cohesion, communicate under pressure, and shape the narrative of their teams. Clare also explores the neuroscience behind why stories stick in the brain, the difference between leadership and membership, and how rituals, shared narratives, and reflection practices can accelerate team belonging and performance. 

What You’ll Learn

• Why storytelling is the most powerful tool for transmitting culture and belief within a team
• How stories activate emotion, empathy, and long-term learning in athletes’ brains
• The difference between top-down leadership and flexible “membership” within teams
• How coaches can co-create the story of a season with their players to build ownership and accountability
• Practical ways to use rituals, traditions, and storytelling exercises to strengthen team cohesion
• Why information overload can sabotage halftime communication and how to simplify your message
• How leaders can transmit belief through presence, voice, and emotional control
• Why coaches must examine the stories they tell themselves about leadership and identity
• How building a trusted peer network or coaching tribe can accelerate professional growth and combat isolation

Key Topics & Concepts

• Storytelling in coaching
• Team culture and cohesion
• Leadership communication
• Membership vs hierarchical leadership
• Co-creating team narratives
• Halftime communication strategies
• Emotional regulation for coaches
• Rituals and traditions in team culture
• Coaching reflection and storytelling practice

Sponsors

FastModel Sports has been helping coaches diagram plays for years, and now FastDraw, FastScout, and FastRecruit are integrated into Hudl’s full basketball ecosystem—allowing coaches to move seamlessly from play diagrams to film and player insights.

Learn more at hudl.com/slappingglass

Slappin’ Glass is also proud to partner with the National Association of Basketball Coaches (NABC). Join thousands of coaches this April at the NABC Convention in Indianapolis, featuring clinics, film sessions, and networking with coaches from around the world.

Register at nabc.com/convention

To join coaches and championship winning staffs from the NBA to High School from over 60 different countries taking advantage of an SG Plus membership, visit HERE!