Here’s WHY and HOW you should be using Storytelling in your Business

If you’ve ever sat in a meeting where someone rattled off facts, figures, and buzzwords… and five minutes later, you forgot what they said—don’t worry, you’re not alone.

We don’t remember data.
We remember how we felt.
And that’s where storytelling becomes your most powerful tool in business.

Storytelling is not just for the stage. It’s for boardrooms, marketing strategies, pitches, emails, team meetings, and every conversation where connection matters. And let’s be honest—connection always matters.

Why Storytelling Matters in Business

In business, you’re constantly communicating value: the value of your product, your service, your culture, your mission. But people don’t just buy based on logic. They buy when they feel something. Storytelling bridges that gap.

• In media and marketing, stories help you stand out, stay memorable, and build emotional resonance with your audience.

• In sales, stories demonstrate impact. People remember the story of a transformed client far more than a list of benefits.

• In leadership, storytelling builds trust, humanises you, and helps your team align with your vision.

• In culture change, stories help make the abstract real. They carry values, reinforce behaviours, and create meaning.

Data informs. Stories transform.

And if you’re in the business of change—whether you’re selling something or trying to shift mindsets—storytelling is your most underutilised asset.

How to Use Storytelling in Business

Let’s break it down.

1. Media and Marketing

Your audience is bombarded with content every day. The brands they remember are the ones that made them feel. Whether it’s a founder story, a customer success journey, or a slice of real life behind the scenes—stories cut through the noise.

Tip: People relate to people. Start with the human, not the product.

2. Sales

Facts tell. Stories sell. A great salesperson isn’t the one who knows every feature—they’re the one who can tell a story about someone just like the customer who faced a challenge and overcame it with your solution.

Tip: Build a library of 3–5 hero stories you can draw from in every pitch.

3. Leadership

The best leaders don’t just give direction—they provide context and inspiration. Storytelling gives your vision colour, texture, and heart. It’s how your team knows why the work matters.

Tip: Share your own journey. People follow people who are real.

4. Culture and Connection

Stories shape identity. In organisations, they become the DNA of how things are done. Stories about values in action, small wins, team resilience—they ripple outward and create a sense of belonging.

Tip: Celebrate stories inside your business as much as you do outside it.

Storytelling Tips for Business

So how do you actually get better at storytelling?

Here’s where I’d start:

✅ Get clear about your story

Ask yourself: What do I want people to remember or feel? Whether it’s a 30-second story or a full presentation, anchor it to one key message or takeaway.

✅ Paint the picture

Don’t just tell us what happened—show us. Where were you? What did it feel like? Give us enough detail so we can see it in our minds.

✅ Take people on a journey

Every story needs a beginning, a middle, and an end. Something happens. Tension builds. Something changes. That’s what makes stories work.

✅ Speak with intention

Great storytelling is part content and part delivery. Invest time in developing your voice. Use:

• Pitch: to convey emotion

• Pace: to add tension or calm

• Pause: to create impact

• Emphasis: to draw attention to what matters

• Inflection and Tonality: to add personality and credibility

✅ Use your whole self

Non-verbal communication carries more weight than we think. Develop:

• Posture: Own your space

• Gesture: Let your hands support your message

• Eye contact: Connect with people, not slides

Final Thoughts

You don’t have to be a TED speaker to tell a powerful story.

But you do need to start.

Because when you use storytelling well, people won’t just remember what you said—they’ll remember how you made them feel. That’s where influence lives. That’s where trust begins.

And that’s where real business transformation starts.

If you’re not sure where to begin, I’m here to help. Whether you want personal coaching or you’re ready to book a workshop for your team, I can guide you in implementing storytelling practices that reduce conflict, grow connection, and transform culture.

Let’s make your message meaningful.
Because your story matters.