All the best C-level executives do this one thing.

I’m often asked what makes a successful C-level executive. While there are many things that come into play–hard work, perseverance, integrity, the ability to listen, vision, grit, and even luck, I have found one other common skill amongst the best of the best: the ability to communicate in a clear and compelling way.

It is possible to be clear but completely uncompelling–think about Toby from The Office. He has actual ideas for making improvements around Dunder Mifflin Scranton, but they almost always go unrealized. Why? Because his delivery is flat. Nobody gets inspired or seems to feel anything at all about what he has to say. (This isn’t the perfect analogy since Toby’s defining characteristic is his extreme dullness, but you get the gist.)

Unlike Toby, the best executives have developed the skill of storytelling–for crafting narratives that draw people in, that resonate, and that spur listeners to action. They tell stories that make people feel something.

So much of the work at the executive level is being a visionary, but a vision needs to be packaged well. It needs to resonate with the workforce or else it can flounder. Even the best vision can get lost in translation. Executives who deliver their ideas with impact and align their teams will achieve better results.

If you want to become a great C-level executive, you need to master the art of storytelling. Your words and your presence must make an impact. (I’ll add that this advice applies to roles outside of C-level executives.) To share all your amazing ideas effectively, you must authentically compel and connect with your audience. It’s as simple–and as tricky–as that.