Profit from Storytelling

Use Storytelling to Your Advantage

In today’s fast-paced world, organizations face a constant challenge: How can they bring about meaningful change quickly and effectively? Whether it’s a new company strategy, a shift in culture, or introducing a product to market, change is hard. But there’s one tool that effective leaders use to drive transformation—storytelling. 

It might sound simple, even soft, but storytelling holds incredible power when it comes to inspiring action, both within organizations and with customers. The best leaders know that stories speak to both the hearts and minds of their employees. When change is needed at speed, it’s not enough to rely on numbers and charts alone. People need to *feel* the change before they can commit to it. A well-crafted story helps to overcome resistance and drives engagement. It’s the secret sauce that accelerates transformation in ways that spreadsheets and statistics cannot.

“Team, I’m going to tell you a story, but this time, it’s not a good one. Imagine we’re on the deck of a sinking ship. The water’s rising, the cold is biting, and we can hear the creaking of the hull, warning us that time is running out. The lifeboats are there, but some of us are still hesitating—unsure, scared of the unknown. And yet, there’s one person who’s already taking action, grabbing that lifeline, because they know they won’t survive if they stay put. Right now, our ship is taking on water. If we don’t change course—immediately—this company risks going under. This isn’t just about new tools or processes; it’s about survival. We can either act decisively, now, or we’ll be left behind, watching others pass us by. The decision is ours. Let’s grab the lifeline together. Can I count on you?”

Consider the example of a CEO leading a company through a challenging digital transformation. Rather than simply announcing new software and processes, she shared a story—one that reflected the challenges faced by a department on the brink of burnout, and how the right technology could empower that team to be more efficient, reduce stress, and reconnect with the joy of their work. Employees were no longer just “adopting software”; they were embracing a vision that connected with their day-to-day experiences, sparking a sense of purpose. The result? A quicker, smoother transition with buy-in from employees across the board. 

But storytelling isn’t only vital within organizations. When it comes to customers, storytelling is just as transformative. In a crowded market full of options, your product or service isn’t just about what it *does*—it’s about *how it makes people feel* and the life it promises to enhance. Customers have specific needs, sure, but they’re also juggling emotions, uncertainties, and their own stories. How do you connect your offering to their personal narrative in a way that resonates? You tell them a story that invites them in, making them the hero of the journey.

“Imagine you’re setting sail on a long voyage. The destination is clear, but the waters are unpredictable, and the journey ahead feels uncertain. You need a steady, reliable partner by your side, someone who understands the currents and can help you navigate the storms. That’s where we come in. We’ve been on this journey before. We know the waters are rough, and sometimes the skies are dark, but we’re here to keep you on course. Just like a trusted captain and crew, we’ll be there through every wave, every gust of wind. Whether the tide is in your favor or the sea is relentless, we’ll make sure you’re always moving forward, with the right course set. When the sun breaks through and you finally see the shore, you’ll know it was worth the struggle. We’ll be there, with you every step of the way, ensuring that you not only reach your destination—but that you do so with confidence, peace of mind, and the satisfaction of knowing you’re in the best hands possible.”

Think about a brand that successfully uses storytelling to engage customers: Apple. Their ads don’t just showcase sleek designs or new features—they tell stories of people overcoming challenges, of creating, of changing the world. When you buy an Apple product, you’re not just buying a device. You’re stepping into a narrative where you, too, are a creator and an innovator. The emotional connection they’ve built with their customers turns a product purchase into a life decision.

It’s not always about a grand narrative, either. Even small businesses can use storytelling to show how they are solving real problems for their customers. Take a local bakery. Instead of just listing ingredients and pricing, they might share a story about how their bread has brought families together for generations, how the owner grew up baking with their grandmother, and how every loaf is made with love. In doing so, they’ve woven a bond with customers that goes far beyond flour and yeast. 

Whether you’re leading change within your company or hoping to attract new clients, storytelling creates emotional connections that drive outcomes. It’s not a fluffy tactic; it’s a strategic tool that delivers results—both in employee engagement and customer loyalty. So, ask yourself: What story are you telling, and is it the one that will move people to act?

In the end, the best leaders—and the best businesses—are those that can tell stories that matter, stories that inspire, and stories that connect. When done well, storytelling isn’t just a skill; it’s the heartbeat of success.

How to Do It

Here are three practical tips for getting started with storytelling, whether for leading change within your organization or connecting with customers:

1. Find the Human Element

Stories are most powerful when they tap into universal human experiences—emotions, challenges, dreams. Start by identifying the core human need or desire your story addresses. For example, if you’re trying to inspire employees to embrace a new technology, think about the frustration they may be feeling with outdated tools. Then, tell a story of someone who overcame that frustration and found relief and success with the new solution. If you're reaching out to customers, share how your product or service solves a real problem or enhances their life, and frame it in terms of their experience. People connect to people, so humanize your stories.

2. Make It Relatable

Effective stories are ones that your audience can see themselves in. To make your story resonate, personalize it. Avoid overly broad or abstract narratives—make it specific. For internal audiences, tell stories about real employees who’ve faced challenges and triumphed. For external audiences, share customer success stories that show how someone just like them achieved their goals. The more your audience can see themselves in the story, the more they’ll be compelled to take action.

3. Create a Clear Call to Action (CTA)

A great story leaves the audience with more than just inspiration—it motivates them to act. Whether it’s convincing an employee to adopt a new initiative or prompting a customer to make a purchase, your story should have a clear, actionable takeaway. For example, after telling a story about how your company overcame a challenge, end with a CTA like, "Let’s work together to make this vision a reality," or "Join the many others who’ve already experienced this transformation." This shifts the focus from *what happened* to *what the audience can do next*—giving them a sense of ownership and urgency.

By focusing on the human element, making your stories relatable, and driving action, you can effectively harness storytelling to create emotional connections and accelerate outcomes, both internally and externally.

Where to Look: Identifying Opportunities for Storytelling

To understand where storytelling can make the most impact in your business, you need to look at two key areas: where your customers engage with your message and where your employees receive theirs. Whether you directly influence these areas or not, examining both can provide valuable insight into how effectively your organization is using storytelling to drive results.

I. Examine Marketing Content: A Customer’s First Impression

Put yourself in the customer’s shoes and step outside your employee mindset. Start by understanding the customer journey—how they find you and what they experience when they do. Look at the marketing channels you use: website, social media, ads, brochures, etc. How does your content make them feel? Is it engaging and emotive? Does it evoke a response or action—like wanting to learn more or contact you? A strong, relatable first impression through storytelling can make all the difference in attracting the right customers.

II. Scrutinize Sales: Creating Lasting Impact

Once the customer knows about your product or service, examine how you’re persuading them to take the next step. Look at your sales tactics, materials, and website. Are they compelling and relatable? Does the tone inspire action, whether that’s solving a problem or realizing a brighter future? Are the next steps clear and easy to follow? Effective storytelling in sales isn’t just about pushing a product; it’s about making the customer see the value and feel the urgency to act.

III. Review Internal Projects: Shaping Your Employees’ Journey

Finally, turn your attention to your internal projects—especially change management initiatives. Whether it’s project documentation or internal communications, these efforts aim to guide employees through transformation. Do these communications tell a story that creates awareness and desire for change? Are you addressing not just the ‘what’ but the ‘why’ in a way that makes employees feel personally connected to the mission? Storytelling can make the difference between compliance and full engagement.

If this sounds daunting, or you the results of your storytelling search leave something to be desired, let's talk. We can help.