It’s a classic love story and a deeply political film – but watching Casablanca for the first time, I saw something else: a masterclass in the principles of storytelling and how to craft a leadership narrative. By Dr Erin O’Dwyer
Earlier this month I sat down to watch Casablanca – the 1942 black and white movie which is regularly ranked in the top 100 great films. I’m ashamed to admit I’d never seen it. But I’d read an excellent breakdown of its storytelling structure and I wanted to see it for myself.
At 80-plus years old, Casablanca is pacy and deftly structured, and the performances – especially Humphrey Bogart and Ingrid Bergman – are luminous. I watched it in one gulp, even though I started it late in the evening. But what surprised me wasn’t just the compelling narrative arc or striking mise en scène. It was how Bogart’s character, Rick Blaine, offers a timeless study in great leadership.
Let’s get this out of the way up front: Rick is a white, middle-class heterosexual American man, played by a white, middle-class heterosexual American man. The film was released in the middle of WWII and Rick is the archetype of that era’s American – a veteran, a drifter, a drinker and a lover of women, now running a bar and nightclub on the edge of a war zone.
But the way the story positions him as a leader – with integrity, courage and moral clarity – is something today’s leaders and the comms teams which support them can learn from.
If you are a leader or you help shape a leader’s public image – as a marketer, publicist, strategist or comms lead – this is the blueprint. These are the story signals that earn trust, shape character and build authority. They give you or your leader something solid to build on – and your audience something they can believe in.
Here are 12 narrative strategies every standout leader should be using.
1. Leaders are present
Rick is omnipresent in his business. He’s not hiding in an office – he’s on the floor, paying attention, keeping an eye on what matters. His team and guests know he’s there, and that presence earns respect.
It’s the kind of visibility that builds trust – and it’s how real life leaders craft a narrative of grounded, credible authority.
2. Leaders look at the big picture
Rick isn’t behind the bar mixing drinks. He’s building relationships, keeping his team motivated, balancing the books, and working the politics to keep things running smoothly. He sees the big picture and knows how to step back to find it.
Looking for the big picture is the mark of a leader with purpose – someone who is shaping the conversation, not just reacting to the noise.
3. Leaders build the right team
Rick brings his loyal employee, pianist Sam, with him from Paris – a clear sign he knows loyalty goes both ways. He surrounds himself with people he trusts and values, and he treats them well enough that they stick by him too.
For leaders, backstory matters – a leader is only as credible as the people who choose to follow them.
4. Leaders trust their people
When his maître d’ begins to tell his boss that he is going to an Underground meeting, Rick asks him not to tell – he doesn’t want to be put in a position which would compromise either of them. But Rick knows where his people stand, and he quietly backs them. He encourages Sam to take a better-paid job – even though he knows Sam will never leave.
These subtle decisions signal the kind of character audiences can trust – a leader with strength, discretion and emotional intelligence.
5. Leaders share the rewards
Sam is paid off the bottom line – real profit sharing, decades ahead of its time. Rick understands that a business only works when people feel invested in its success.
Most modern leaders avoid talking about finances. But communicated right, it can be a quiet, crucial detail that signals a leader’s moral compass.
6. Leaders set clear boundaries – and know when to be flexible with them
Rick doesn’t drink with guests – until he does, when the moment truly calls for it. That drink with Laszlo and Ilsa means something, and he breaks the rule because the relationship matters more than the policy.
Moments like these show us a character with depth – not rigid, not soft, but principled and perceptive. Communicate that, and watch people follow.
7. Leaders tell the truth
Rick never tries to hide his love affair with Ilsa from her husband Laszlo. He faces the awkwardness head on – choosing candour over comfort.
In leadership storytelling, truth-telling is magnetic. Audiences don’t demand perfection – but they do respond to honesty.
8. Leaders know the value of earning trust
A criminal leaves vital papers with him, indicating how solid Rick’s reputation is. People trust him with what matters most, and he proves worthy of it.
This is narrative currency. When some people place trust in your leader, others will too – communicating that trust is how you build momentum.
9. Leaders stick their necks out for their people
Even while running a profitable club, Rick discreetly helps those who need it most – like the young couple desperate to escape Casablanca. He knows the line between looking the other way and lending a hand, and he walks it.
Capture these moments and you communicate that your leadership has real soul. It shows care, competence, and judicious decision-making.
10. Leaders build partnerships but stay neutral
Rick meets with everyone, on all sides of politics, and greases the wheels when he must. But he doesn’t do it to please others – his interest is in furthering his business, followed by supporting the people who trust him.
Smart leaders build relationships without losing their centre, then build a narrative around it.
11. Leaders make the hard calls
Letting Ilsa and Laszlo go to Lisbon is not easy – it costs Rick what he wants most, Ilsa. But he does it because it’s the right thing for all three of them, and ultimately, for the bigger cause.
Every strong narrative has a crucible moment. Find it, tell it, and watch your audience lock in behind you.
12. Leaders know when to move on
In the end, Rick’s ready to walk away, to sell up and start over. He knows when the mission is done, and when it’s time for the next chapter.
Great characters – and great leaders – don’t hang on beyond what’s reasonable. They change, they pivot. And that willingness to evolve is what keeps their leadership – and their story – alive.
Final thoughts on storytelling for leaders
Good leadership isn’t about grand speeches or bold plays. It’s about presence, integrity and the courage to do what’s right – even when it costs you the thing you want most.
📖 We help people, brands and business tell better stories. Get in touch at editor@goodprosestudios.com
