I’ll be honest: I don’t really watch football.
I understand the basic concept: kick the ball, score the goal but beyond that, I’m the person politely nodding during football chat whilst wondering what’s for dinner.
But today, something changed. I came across a BBC article about the Lionesses and their European Cup journey. I clicked out of curiosity. I stayed because somehow I was completely captivated.
Not by tactics. Not by scores.
By story.
As someone who teaches storytelling for a living at The Communication Quarter, I couldn’t help but notice: the Lionesses weren’t just playing football they were living out one of the most timeless and powerful storytelling structures there is.
The Hero’s Journey.
And whether you’re pitching an idea, writing a LinkedIn post, or leading a team through change, this structure has something vital to teach us.
The Lionesses and the Hero’s Journey
The Hero’s Journey is a storytelling arc that appears in everything from ancient myths to Hollywood blockbusters. Think Luke Skywalker, Katniss Everdeen, Frodo Baggins… and yes, the England women’s football team.
Let me break it down.
1. The Ordinary World
We begin in a world where women’s football receives less funding, less media coverage, and far less recognition than it deserves.
2. The Call to Adventure
The Lionesses are called to step forward not just as players, but as pioneers. A chance to change the story of women’s sport.
3. Refusal of the Call
Not every journey begins with instant belief. There were doubts inside and outside the team.
4. Meeting the Mentor
Enter figures like Sarina Wiegman and a growing support network who believed, guided, and empowered.
5. Crossing the Threshold
This is where things get serious. The World Cup. The Euros. Big moments. Big pressure. No turning back.
6. Tests, Allies, Enemies
Every hero faces trials. For the Lionesses, it was injuries, tough opponents, and the crushing weight of national expectation.
7. The Ordeal
The final. The heartbreak. The gut-wrenching near miss. This is the emotional core of the story…where transformation happens.
8. The Return with the Elixir
They didn’t win the trophy, but they brought something more powerful back: belief, inspiration, and a changed perception of women’s sport.
Why It Resonates So Deeply
Carl Jung said that archetypes like the Hero, the Mentor, and the Everyperson exist in our collective unconscious. We recognise them instinctively even if we don’t know why.
That’s why even people like me, who don’t know the difference between a 4-3-3 and a flat white, find ourselves emotionally invested.
Because the Lionesses remind us of ourselves:
The desire to prove we belong.
The courage to take on the odds.
The resilience to keep going when the result doesn’t go our way.
And here's something we teach often at The Communication Quarter:
If the Lionesses (or the men’s team for that matter) won everything, all the time, we’d stop caring.
There’s something about struggle that keeps us engaged.
We think we want constant success but if you’ve ever watched a team dominate too easily, you’ll know it quickly becomes boring. Predictable. Stale.
What actually hooks us is the tension between pain and potential. The emotional jeopardy.
It's not the win it’s the chance of the win. It’s the almost. The agony. The comeback.
Because that’s where we live, too. In business. In life. In that stretch of road between failure and fulfilment.
What This Teaches Us About Business Storytelling
At The Communication Quarter, we help businesses, leaders, and teams craft messages that move people and not just inform them. And the Lionesses' story is a perfect real-world case study in what works.
Here’s how you can use the Hero’s Journey to shape your next meeting, pitch, email, or keynote:
1. Start with the Ordinary World
Frame the current challenge. Where are we now? What’s not working?
2. Introduce the Call to Adventure
What’s the opportunity? The vision? The bold move?
3. Acknowledge the Ordeal
Don’t skip the tough stuff. Be honest about the risks and the roadblocks.
4. Position Yourself as the Mentor
In business storytelling, you are often the guide. You’re not the hero…your audience is.
5. Show the Transformation
What will change for your audience if they take action? Paint the “after” clearly.
6. Return with the Elixir
Tie the journey back to business value: time saved, revenue grown, culture improved.
Storytelling in Action
In Presentations Don’t just dump data but build tension, show conflict, and guide your audience to resolution.
In Emails Start with what your reader is facing. Offer a way forward. Show what’s possible on the other side.
In Team Meetings Frame progress updates like mini-stories: challenge → action → insight → outcome.
Why It Works
Because storytelling isn’t fluff. It’s how we make meaning.
The Lionesses could have just been another national team. But because they embodied struggle, growth, unity, and transformation they became icons.
They didn’t need to win to win us over.
And in business, that’s what we're really trying to create: Not just impact. But meaning.
Not just clarity. But connection.
Final Thought
If you’d told me a few years ago I’d be writing about a football team on LinkedIn, I’d have smiled politely and changed the subject.
But here we are.
Because when something follows the arc of the hero, when it taps into a story that’s bigger than itself, it doesn’t matter if it’s sport, software, or spreadsheets.
It becomes unforgettable.
And if you want your messaging to have the same impact?
Start telling better stories.
That’s what we teach every day at The Communication Quarter and that’s what the Lionesses just reminded us all to do.
Want to find out how the story ends? Watch the final on Sunday 27 July!