Storytelling Equals Strategy
When it comes to business, we spend a lot of time chasing the latest tools, tech, and trends. But here’s a hot take: the one skill that will make or break your business isn’t hiding in an app or a new software subscription. It’s as old as humanity itself.
It’s storytelling.
I know, I know—sounds too simple, right? But let’s get real. People don’t want to just buy a product anymore. They want to buy into a story. They want to know the human behind the brand, the values behind the mission, the “why” behind the work.
And if you’re not telling that story? You’re leaving money, connection, and impact on the table.
Why Storytelling Wins in Business
Here’s what I’ve learned across boardrooms, classrooms, and even the military: communication is never just about information. It’s about meaning. Data can tell me what you do. A story tells me why it matters.
Think about it—your audience (whether it’s a customer, client, or your team) is constantly asking:
- Do I trust you?
- Do I see myself in what you’re saying?
- Do I believe you care?
Facts and figures alone won’t answer those questions. But your story will.
I’ve seen this play out time and again. When I share my story of enlisting in the Marine Corps at the age of 29, people don’t just hear “she served.” They hear a story of resilience, grit, and doing the unexpected. That story sticks with them far longer than any bullet-pointed resume line ever could.
Storytelling Is Leadership
Being a manager doesn’t automatically make you a leader. (We covered that in last week’s article!) Leadership is about creating trust, vision, and connection. And the fastest way to do that is through your story.
When you share about a tough decision, a turning point in your career, or a mistake you learned from, you show people who you are, not just what you do. That kind of vulnerability breeds loyalty. People follow leaders who are human, not perfect.
I worked with a client recently who believed she had nothing “special” to share. But when she started to open up about moments in her life that she had buried, her entire thought process shifted. Her audience leaned in, nodded, even teared up. That story didn’t just connect, it inspired.
Leaders don’t lead with perfection. They lead with stories that remind people what’s possible.
Brands Don’t Sell. People Do.
We’re in an age where consumers are savvier than ever. They can see through canned mission statements and polished marketing campaigns. What they want is authenticity.
They want to know the founder who risked it all. The team that rallied against the odds. The real story behind that glossy logo.
Look at some of the most successful brands today. Nike doesn’t just sell sneakers. They sell stories of athletes pushing past limits. Airbnb doesn’t just sell lodging. They sell stories of connection and belonging. These companies understand what many business owners miss: people remember stories, not slogans. And even more, they remember stories that they relate to.
Storytelling Makes You a Better Speaker (Even If You Don’t Think You Are)
One of my favorite parts of coaching is watching clients discover that they’re better speakers than they think. Most come in nervous, convinced they’ll freeze up or bore people because they “don’t have anything important to say.” But once we uncover their stories, their moments of truth, humor, or humanity, they light up.
You don’t need to be polished or perfect. You just need to be real.
The Bottom Line
Storytelling isn’t some fluffy “extra” in your business. It is the foundation of it. Your stories are the heartbeat of connection, influence, and leadership. Without them, you’re just another voice in the noise. With it, you become unforgettable.
Today I challenge you to stop hiding behind perfect polished presentations and start sharing your imperfect story, because it isn’t just part of your business, your story is your business. And here’s the truth: the moment you dare to tell it, you give your audience permission to believe, to connect, and to maybe even tell their own stories.
If you’ve been waiting for the “right time” to share your story, this is it. Start small, start messy, just start. And if you’d like some guidance along the way, grab my free speaking guide to help you get started.
And when you’re ready to take your story further, let’s work together to craft it. Book a free call with me, and let’s turn your story into your most powerful business tool.