Storytelling for Business in 2023 – use it to build loyal tribes, retain talent and create value

If you are (still) in business in 2023, which tbh has been a little tooooooo exciting, storytelling has become more important than ever. With the rise of social media, the ability for an organisation to sink (looking at you Miller Knoll CEO Andi Owen) or soar on the back of a viral post or tweet, and the increasing need for businesses to credibly connect with their multiple audiences on a personal level, good and consistent storytelling has become a crucial tool for companies to stand out in a crowded marketplace.

In today’s world, customers, clients and employees want more than just a product or service – they want to feel connected to the brands they interact with or work for. People buy people, and they also buy products and services that align with their values. By using storytelling to communicate your brand’s values, mission, and vision, you can create a deeper connection with your audience and build that elusive holy grail, a loyal following. Maybe even a tribe.

Storytelling isn’t limited to big speeches; storytelling is part of every conversation, pitch or presentation within or about the organisation. Your story is being told, whether you like it or not. It is up to the leadership of a business to shape that story.

I am a member of a number of tribes, and so are you. I am a proud Apple user. I know I contribute to the value of that business, and I am not going anywhere. That is the type of loyalty and alignment storytelling can bring.

“The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come, and Disney has a monopoly on the storyteller business. You know what? I am tired of that bullshit, I am going to be the next storyteller.” Pixar CEO, Steve Jobs, 1994.

But it’s not just customers who your story can woo. Investors, banks, analysts, and potential employees are all looking for companies with substance and a compelling narrative that answers their tough question WHY…

• Why should they trust you with their money?
• Why should they work for or with you?
• Why should they become brand advocates?
• Why should they favour you?

In a fast-paced, AI-driven world where attention spans are getting shorter and shorter, a compelling, genuine, well-told story can help you cut through the noise and capture your audience’s attention. Once you have their attention, you can start to build a relationship. Before that, they’re not even listening.

(Related: Can AI replace leadership storytelling?)

But what is storytelling for businesses?

Some people call it message development. Others call it a corporate narrative. But behind the jargon consultants like to throw about… what is it?

Storytelling is about telling the story of your business, your founders and the people who lead and work in the business. And, of course, it’s the stories of your clients and customers and what your business and your people do for them. It isn’t a list of features and characteristics. It’s about them. NIKE speaks to its customers – get that bit right, and the rest will often follow.

Where is the right place for storytelling?

Storytelling doesn’t have a place. You can’t control it or lock it down. Storytelling isn’t limited to those seldom-seen pages on your curated website pages, your PowerPoint presentations and your social media. Whether you like it or not, and whether or not you like what people say, storytelling about your organisation takes place all the time in the following places and events:

1. Presentations
2. Pitches
3. AGM Speeches
4. Canteen conversations “What’s going on today?”
5. Pub conversations “What do you do?”
6. At-home conversations “What happened at work today?”
7. In your trade media
8. In the national media – seldom a good thing! In the international media – even worse – again Andi Owen shows how
9. Financial circles – analysts, city media
10. At conferences (do your people stand around and talk to themselves? Really?)

The power of storytelling in business

This video is one of my favourites, by Simon Sinek, about the power of stories.

“For any great communicator or leader, storytelling is an essential skill.

Stories allow us to visualize, empathize, and connect in ways statistics never could.”

As a storytelling coach, I help you develop these messages and build your narrative. Your story. I help you identify and distil your story and then articulate and deliver it. I also guide you on what is relevant, what is fool‘s gold, and what is just guff that needs to be heard no more!

This is useful for all your audiences – current and potential team talent, investors, banks and analysts, the media and trade press, and your clients and customers. Maybe even the government.

Ten business storytelling example benefits:

1. Increased customer engagement: By telling stories that connect with your audience, you can increase engagement and build a loyal following.
2. Improved brand recognition: A strong brand story can help you stand out in a crowded marketplace and differentiate yourself from competitors.
3. Enhanced brand reputation: When you tell stories that highlight your company’s values and mission, you can build a strong reputation and earn the trust of your customers.
4. Improved customer retention: By creating an emotional connection with your customers through storytelling, you can increase customer loyalty and retention.
5. Improved employee engagement: Sharing stories about your company’s culture and values can help you attract and retain top talent.
6. Increased sales: By using stories to demonstrate the benefits of your products or services, you can persuade potential customers to make a purchase.
7. Improved public relations: A compelling brand story can help generate positive media coverage and improve your company’s public image.
8. Better communication: By using storytelling to explain complex concepts, you can make your message more accessible and easier to understand.
9. Greater authenticity: When you tell authentic stories that reflect your company’s values and culture, you can build a stronger connection with your audience.
10. Improved business strategy: Using storytelling to develop your brand message and narrative can create a more cohesive and effective business strategy.

Clients I work with invariably start using the stories we have worked on in all their day-to-day ‘meetings‘, including “elevator pitch” scenarios, formal keynotes, media interviews, Board meetings, SLT briefings, investor events, and recruitment fairs.

Good storytelling coaching will:

• Save you from reinventing the wheel every time you describe yourself, your company or your project;
• Save you from losing your train of thought or falling into that big black hole in conversations or interviews;
• Help you remember what you want to say and will be better remembered by your audience;
• Enable you to be more passionate and persuasive when you’re pitching projects, startups, ideas or causes;
• Give you a structure for your presentations, pitches and speeches;
• Help you describe complex concepts simply and clearly
• Allow you to speak confidently

And most importantly – and this is the holy grail – ensure that what you have said is retold by others when you’re not there… uncorrupted, undistorted and unchanged.

So what’s your story?

If you want to succeed in business in 2023, don’t underestimate the power of storytelling. Work with a storytelling coach to develop your message and ensure that your story is heard and remembered by those that matter.

>> Click here to book a call directly with me to discuss your story.