As business leaders, we’re often focused on the next project, the next goal, or how to scale more effectively.
But there is an overlooked tool that can create sustainable growth and genuine connection: storytelling.
I recently sat down with Susan Payton, an expert in business storytelling, who shared why it isn’t just about telling your story, it’s about speaking directly to the heart of your customer’s journey.
Susan explains that storytelling in business isn’t a single “once upon a time” narrative but an ongoing collection of moments.
Whether it’s in a sales proposal, a client meeting, or social media, stories can resonate far beyond the usual marketing messages.
She also emphasises the importance of knowing your customer’s story:
Where are they struggling? What do they dream of achieving?
By understanding this, your stories become a bridge to real connection.
Key insights:
- Tell everyday, relatable stories. Dramatic narratives aren’t always needed; customers want to connect with people who share their daily challenges.
- Focus on the “why.” Before sharing, ask yourself, “What is this story really about?”—that clarity transforms good stories into great ones.
- Be strategic, not scripted. Stories should flow naturally in conversations and proposals, not feel like a rehearsed pitch.
Storytelling is one of the most underused tools in business. But as Susan’s journey shows, when used well, it has the power to change not just your brand, but lives.
Listen to the full episode here to dive deeper into storytelling’s potential: https://podfollow.com/words-that-change-lives.
This Black Friday I’m offering a session designed to help you craft your signature story and message AND create a plan for sharing it. DM me for the details, limited spots available.
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