The art of storytelling in the business world

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Storytelling in the business world is more important than ever. When done right, a good story across digital content builds community and establishes thought leadership. Forget touting  features and benefits. Instead, think about your prospects and customers and how you can relate to them. Think about telling your unique story.

Rise above hawking wares


the words rise above appear against a blue background with images of cell phones

In a single minute, HubSpot states the following digital activity occurs:

  • 40 million search engine queries
  • 1,388 blog posts published
  • 2.5 million Facebook shares
  • 220,000 Instagram posts
  • 72 hours of content uploaded to YouTube
  • 300,000 tweets on Twitter

A portion of this online chatter comes from the competition hawking their wares. And guess what? They’re all shouting look at me and buy what I’m hawking because it’s the best! On a daily basis, prospects and customers have several vendors, products and services they can choose. So rise above and differentiate. Answer the question – why choose you?

Start with Why

author simon sinek stands in the background with a quote about inspiration and talking about your why in life for effective storytelling

To uniquely position your business, it’s imperative to distill the brand. Communicating What you do and How you do it is important. However, uncovering Why you do what you do provides a competitive edge. Your Why gives prospects a reason to choose your company. And it gives customers a reason to remain loyal. As Simon Sinek says, “people don’t buy what you do, they buy why you do it.”

I recently attended a women’s networking event. The speaker, Jasmin Wooden of Blue Sage Cuisine, talked about authenticity and holding fast to your Why. According to Wooden, this is particularly important as we move through the inevitable ebb and flow of business. Your Why defines the reason to get up every day. It’s a place driven by passion over the bottom line.

Storytelling 101: Conflict, Character, Resolution

a graph showing the arc of a storytelling using conflict, character and resolution

In addition to Why, storytelling also requires a few standard elements: Conflict, Character and Resolution. Let’s break them down.


  • Conflict demonstrates how the main character is transformed through challenge. It’s important to include conflict in storytelling in the business world because prospects and customers face challenges every day. When conflict is shared, you foster relatability through shared experiences.


  • Character builds connection with the audience. If your company has a buyer persona(s), utilize them! If not, craft them! Buyer personas provide a demographic profile of the target audience. Character is the bloodline for understanding who your audience is and the pain points they’re facing.


  • Resolution is the other half of Conflict. Wrap up your story and call the audience to action. Resolution fulfills the purpose behind the story and informs the reader of their next steps, according to HubSpot

I’m building a cooldeb blog community so let’s dish. As a customer – because let’s face it, we’re all customers on some level – what influences your decision-making when choosing a service, product or company? Do stories matter? If you manage a business brand, do you utilize storytelling and if so, how? The comments section is open!

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John Edwards · at

Debbie, several years ago, a friend of mine asked me to develop a website for his business. He specializes in selling clocks (grandfather clocks, mantel, wall and cuckoo clocks, just to name a few), but his bread and butter is repairing clocks and watches.

I do –not– consider myself an expert on web page design. That said, Steve Brown of Brown’s Clock Shop said that in spells he gets a lot of his clock repair business due to his website. I think he told me that roughly ninety percent of his income is from clock repair, and the other 10 percent is selling clocks.

Take a look at his website and let me know how it can be improved. Yes, he is doing okay financially, but obviously he would like to sell more clocks.

I am open into any constructive criticism and advice that you have.

And keep up the good work, too! 🙂

    cooldeb · at

    John. I appreciate the support and I will review his site and get back to you!

George Pastidis · at

Great stuff

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