Tell me your story: storytelling approach for powerful research

Purpose The purpose of this manuscript is to advocate for a storytelling approach in the design, execution, and communication of scientific research as a means of preventing aporia in both the theoretical (conceptual) and empirical (operational/measurement) planes of scientific research. Design/methodology/approach Scholarly and other texts as well as more than two decades of experience in publishing and serving as a reviewer for different journals, were used in discussing the suitability of the storytelling approach, along with examples for best practice. Findings The evidence and observations underscore the effectiveness of the storytelling approach for meaningful, resonating and sound research. Yet, while some scholarly works acknowledge its potential, none have offered a practical guide supported by concrete examples. Originality/value This manuscript offers a practical guide for researchers in effectively applying the storytelling approach by providing basic examples in the conceptual and operational planes of research to help develop solid theories with well-developed and connected concepts.