Story? Really?

We get it. Story has become a bit of a buzzword. “We need to tell our story!” “Check us out. We have a great story!” What does story mean? What does it look like? Why does it matter?

This is written in response to a client – an engineer – who cringes when he hears “story.” He doesn’t just think buzzword. He thinks of fairy tales, science fiction, the stuff of books, movies and plays. Stories, he believes, are exaggerations, even flat out lies. He shies away from using stories in business. And he’s not alone.

So, Dear Client Who We Love and all future clients who are wondering, here is why a story matters, what a story is, and what a story isn’t.

Why Story?

Story is powerful. It’s the match that lights an emotional charge. That charge makes us jump into action, into decision, into undying love and loyalty. When we resist using story, we let that match fizzle fast…if it ever lights at all.

What A Story Isn't

A story isn’t always fiction. Documentary films are stories. Anyone who sits with friends at dinner and says, “I have a story for you…” is about to share something real.

A story isn’t an information dump. We have heard our clients say so many times, “We have our story,” and then after a few hours with us admit, “Wow. We didn’t have a story at all.”

What A Story Is

Story is a structure you learned in grade school and a structure that has spent the last 100,000 years helping us to interpret and understand our world. It helps us to remember and decide.

Story is truth. In fact, a story requires the truth. The teller is candid, clear, and vulnerable.

How do I use story in my business?

Dear Client Who We Love, we are storytellers and we are proud to say so. And we want you to be one too. Our vision is for every company to inspire employees, customers and investors by telling, selling and living a true and captivating story about why they exist.

If you want to know how to craft your story and how to use story in your business, give us a call. Let’s see if our match lights your fire.


What’s your story?