How to Use Stories for Business Growth

Have you ever felt like your potential clients are dropping off before they make a purchase? 🤔 Don't worry because I've got some storytelling techniques that will help guide your audience through every stage of the customer journey. As a storyteller myself, I know the power of a good narrative. It's the foundation of creating a connection between your audience and your product or service. By using storytelling, you can help your potential clients see themselves in the shoes of the characters in your story, making it easier for them to understand the benefits and value of what you're offering. Here are some storytelling techniques that have worked for me: 1️⃣ 𝗦𝗵𝗮𝗿𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝘀𝘁𝗼𝗿𝗶𝗲𝘀: I always start with a personal story that highlights the problem my audience is facing. I provide details and context that make it relatable to my target audience, and then I introduce my product as the solution. 2️⃣ 𝗨𝘀𝗲 𝗰𝗵𝗮𝗿𝗮𝗰𝘁𝗲𝗿-𝗱𝗿𝗶𝘃𝗲𝗻 𝘀𝘁𝗼𝗿𝗶𝗲𝘀: Incorporate stories that show real people and their emotions and experiences while using your product. Make the characters relatable to your audience so they can more easily envision themselves having those experiences. 3️⃣ 𝗖𝗿𝗲𝗮𝘁𝗲 𝗲𝗺𝗽𝗵𝗮𝘀𝗶𝘀 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗰𝗮𝗹𝗹-𝘁𝗼-𝗮𝗰𝘁𝗶𝗼𝗻: Create a strong call-to-action in your storytelling. Highlight the positive outcomes of those who made the decision to use your product and encourage your audience to take action. 4️⃣ 𝗦𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝘆'𝘀 𝘃𝗮𝗹𝘂𝗲𝘀: Use storytelling to build a relationship with your customers. Share stories about your company's values, community, and commitment to customer satisfaction. It gives your audience an insight into your brand and makes them feel more connected to your business. Remember to measure the effectiveness of your storytelling. Keep track of engagement, conversion, and customer retention rates. If certain stories aren't resonating with your audience, don't be afraid to tweak them or try new approaches. Now tell me, how have you used storytelling to guide your audience through their customer journey? 👇 Let's keep the conversation going in the comments!

One of the most effective tools for AI adoption? Storytelling. Telling the stories of your early wins and explorations can humanize the work, model how change can happen thoughtfully — and inspire people to embrace new ways of thinking and working.   I’m often struck by how many interesting stories of AI-driven advancements are hidden within an organization.   I was speaking about this at an event when I was approached by an engineer who had used Anthropic's Claude hosted on Amazon Web Services (AWS) for a workflow to support a resource-intensive process. It had reduced the time it took the team to manage the work from weeks to hours — and they loved it because they were now able to use their time for more strategic business development. I asked who had heard this story. The answer? No one outside of her group.   Her journey to thoughtfully pull AI into process improvement, how she thought through data privacy and security, and worked closely with end users to deliver more value to customers represents a treasure trove of fantastic behavior to model for others . . .  and an inspiring moment of grassroots innovation in support of the company’s strategic objectives. It was a story that needed to be told.   Stories work because we connect to them emotionally. And these stories can be found all over large organizations. Find, articulate, and share the stories that are happening in your organization. Show how work can support your existing strategic objectives. Share what was hard about the process — and use this as an education moment on how to think about responsible AI, data privacy, security, and governance questions.   If your work identifies issues that need to be resolved, view that as a positive outcome — you've learned something important. Then, work to create a proper process for addressing those issues, which can become part of the ongoing story and learning experience.   Marketers have long used storytelling and use cases to bring the “possible” to life and inspire action. The tough — and unique — pressures of AI change demand a rethink of how we inspire change. Capturing and telling stories make abstract change initiatives more tangible for employees, help them visualize how they can contribute, and counteract fears and concerns. It’s also a way to celebrate and recognize successes. ***** What do you think? ****** >>>> Have you used storytelling to support change? >>>> What have you found to work best? ________ Hi 👋 I’m Alison McCauley. I’ll be diving more into the challenges and opportunities of AI change in future posts. Follow me for more on being human at the AI crossroads 🙋♂️ 🤖 💡   #aitransformation #changemanagement #storytelling #responsibleai

As a leader of learning and development teams and now in my consulting role, I've noticed a shift in how we present the impact of our work. We used to rely heavily on facts, charts, and pages of detailed statistics to showcase our reach. But I've found #storytelling to be a much more compelling way to demonstrate real human #impact. This was driven home for me in a recent Amazon commercial that features three women gazing at a snowy hill where people are sledding. Not a single word is spoken, yet we understand these friends are reminiscing about childhood memories made in a similar setting. The story of lasting connection and friendship shines through beautifully without overt explanation. I think this is a key lesson for those of us in L&D roles. We spend so much time tracking participation rates, completion metrics and quiz scores. But what really matters is how our work impacts real people and teams. Storytelling puts faces and #emotions to the numbers. By spotlighting individual learner journeys, we can showcase personal growth and #performance improvements. Instead of stating "95% of employees completed our new manager training last quarter," we can share, "Let me tell you about how Amy implemented what she learned about feedback conversations to dramatically improve her team's engagement scores." Storytelling aligns people to purpose by helping them see themselves and their colleagues reflected in the narratives. It builds connection as people realize we all experience similar pain points, growth opportunities, and wins. So as you look for ways to expand the reach and impact of L&D in your organization, I encourage you to tell more stories. Share how real humans have advanced in their careers thanks to new skills, built relationships using your training content or overcome challenges after adopting new tools. The facts and stats remain important, but the stories will truly capture hearts and minds. Have an example to share? Add it in the comments below and let's learn together!

Storytelling is so important, but most reps don't use it enough. Here's an easy way to benefit from the power of storytelling in discovery. One area that many reps feel awkward about is how to start discovery. When done wrong, the transition can feel like starting an interrogation session. You can avoid that feeling by starting discovery with storytelling using a Visual Context Question (VCQ). What's a VCQ? A VCQ is a something that paints a mental picture (visual - V) about a scenario you can create value for (context - C) using a story that ends in a question (question - Q - haha!). Example: "Betty, mind if I ask you a question to start a conversation that helps me understand your situation and/or challenges better? Let's say that you are in a meeting room. Your CEO walks in and looks upset. She grabs a red marker, walks up to the whiteboard, and writes 2 numbers on it. She breaks the marker underlining the second number, then walks out of the room. What did she write on the whiteboard?" Let's break down this VCQ: 1. Did you picture in your mind the CEO and her storming out of the room? You did. It's like me saying "pink elephant." Your mind creates a mental picture. It can't help it. This is more mentally engaging than "What are your top challenges?" which offers no mental picture at all. 2. Subconsciously, your mind included in that mental image the 2 numbers the CEO "wrote" on the board. When I ask you to recall that information, your answer is influenced by the pre-work your brain has done as part of the mental image it's created. 3. This is easily adjustable to other scenarios like "You walk into the break room and 4 of your reps are huddled around the table and are complaining about something. They immediately stop talking when they see you, but what did you overhear?" Create a scenario that makes sense to you but requires a bit of a story. 4. People engage in stories. You create a stronger relationship by kicking off discovery with a story rather than a standard question. It changes the tone and feel of your discovery call. People will lean in more. 5. When you put people in a frame of mind that isn't a discovery call, they'll talk more or with higher quality. Buyers are trained on how to deal with sales people over time. This is a great pattern interrupt that gets you information other people won't get bc buyers go into "I'm going to get sold" buget-protection/risk-aversion/resistant-to-change mode. Sometimes, this technique bombs, but more often than not, it helps you do better discovery, and better discovery creates more wins!

Storytelling is science AND art. Those startups that don’t tell stories in their marketing? Yeah, you’ve never heard of them. They never make it to the surface. If you want to captivate your audience, focus on these 3 storytelling techniques: 1/ Tap into the senses I once heard a speaker describe a marketplace. As he spoke, I could almost smell the rich aroma of spices. Cumin, turmeric, coriander. A touch of lavender. The chatter of vendors haggling with customers. Rhythmic clanging of metal pots and pans. The vibrant colors of fresh produce and handwoven textiles. I could almost feel the rough texture of burlap sacks under my fingers. Engaging all five senses makes your audience feel like they’re in the middle of the story. Describe sounds, smells, textures, and tastes. Anchor your story in a tangible setting. Create emotional connections to characters and settings. 2/ Subtext is as powerful as text What’s not said can be more powerful than what’s spoken outright. Think of it as the art of the unspoken — where the real story lies beneath the surface. Use dialogue that hints at deeper meanings (i.e. what’s the character really thinking?) Use actions and reactions to reveal emotions (i.e. show inner conflicts through subtle cues). Build tension with the unsaid and let your audience read between the lines and fill in the gaps. Subtext adds layers and depth. Depth equals engagement. 3/ Contrast is king Juxtaposition makes your story more compelling and memorable. It’s about mixing contrasting elements to surprise and engage your audience. Combine humor with serious themes. Use lighthearted moments to underscore deeper messaging. Mix the ordinary with the extraordinary (i.e. place everyday characters in extraordinary situations). It goes without saying: All of this applies to stories for your startup, across your: → Landing page copy → In-product content → Emails and social posts You name it. Experiment with these techniques. Refine your approach. Stories will transform your messaging from mundane to mesmerizing.

As a business owner, you're no stranger to the power of data. But when it comes to LinkedIn, it’s different: The key to building a powerful brand isn't in the data alone. It's in the stories we tell. Here's why: → Relatability: People connect with people. They want to see the struggles behind the successes. Share your story, so your audience can see themselves in it. This makes your message infinitely more impactful. → Engagement: A well-told story does what data often can't; It stops the LinkedIn audience from endlessly scrolling their feeds. Engagement isn't just about likes and comments; It's about sparking conversations that create lasting relationships. → Differentiation: In a sea of sameness, stories stand out. Whether you're in SaaS or marketing, your story matters. Your unique insights position you as a thought leader. Not just another voice in the crowd. It’s the exact way we recently wrote about a client’s switch from powerlifting to Olympic weightlifting in the context of his business growth. The result? A post that can only be published on his feed. ┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉ How can you add storytelling into your LinkedIn strategy? ✓ Share behind-the-scenes looks at your latest project. ✓ Talk about a recent challenge your team overcame. ✓ Celebrate your wins, big & small, with a backstory. Wrap your metrics in stories that resonate; Watch as your engagement, and your business, grows. At the end of the day, it's not just about being seen on LinkedIn. It's about being remembered. PS. Remember; people need the story — not just the numbers.

A client DM’d me recently and asked: “I’ve read that influential leaders are good storytellers, but what stories should I be telling?” My answer? Leaders who develop a brand of being a good storyteller spend time collecting and polishing stories in seven categories. They are: MY STORY What do you stand for and why? Tell this when you are onboarding new members to your team or at a job interview. STORY OF US What does your company stand for and why? Tell this when you are recruiting or at your next town hall. CUSTOMER SUCCESS STORY Your marketing department likely already has a collection of these. Tell this when people are disengaged. THE SKILLS FOR CHANGE STORY What skills does your team currently need to adapt to change more effortlessly? Tell this during times of change. FAIL FORWARD STORY When did you make a mistake at work? What did you learn from that mistake? Tell this when coaching a team member who has just made a mistake. Or during a job interview. WHY WE’RE BETTER THAN THE COMPETITION STORY What is it about your company that keeps you there? Tell this when recruiting and when woo-ing new customers. CAREER ADVICE STORY What is a great piece of advice someone gave to you? Tell this when mentoring, sponsoring or coaching someone. Becoming a #storyteller will improve your impact, make your messages more memorable and connect you emotionally with your audiences. #story #storytelling #businessstorytelling #storytellingforbusiness

Whether you are recruiting new employees, selling customers on your product, or raising money - to be successful, you have to effectively tell your story. At Zander Media, we think a lot about storytelling and the underlying structures that shape a compelling narrative. In particular, I am a fan of Dan Harmon’s 8-Part Storytelling Structure. (For reference, Dan’s the creator of the television series "Community" and co-creator of "Rick and Morty.") Here are the 8 stages: You - The character is in a zone of comfort. Everyday life is mundane and unchallenging. Need: But they want something. The protagonist’s desire compels them to take action. Go: They enter an unfamiliar situation. Character crosses the threshold to pursue what they want. Search: They acquire skills and learn how to survive in this new world. Find: Get what they wanted. The character achieves their goal, but at a cost. Take: Pay a heavy price for it. New and unexpected losses follow the victory. Return: Then return to their familiar situation. The character goes back to where they started. Changed:The story’s resolution; the lessons they’ve learned stay with them, and the character has grown. But what does having a successful story have to do with your business? If you are trying to effectively communicate the benefits of your product to potential customers, pitching your startup to funders, or hiring new employees to work at your company, facts and figures will only get you so far. To really get people to fall in love with your product, you have to sell the story. Here’s the origin story behind Zander Media, which also follows these component parts. You tell me how well I do! The Story of Robin’s Cafe You: I lived in the Mission District in San Francisco for a decade. While I’d tried my hand at several businesses, none of them really took off. Need: In 2016, I was running a conference within a small theater in the Mission and I wanted to feed attendees of my event Go: In order to feed them, I opened a cafe on 3 weeks notice, with no prior experience Search: I learned, over the course of 3 years, how to successfully operate the business, which I called Robin’s Cafe Find: I achieved the successful operation of my restaurant, but it was extremely taxing.  Take: I lost friends and girlfriends, had little social life throughout those years. Return: Three years later, I sold the cafe on Craigslist and I am no longer a restaurateur Change: But I learned how to build that business, and realized an even greater need: to be able to do storytelling for other organizations. Here’s a video I made about Robin’s Cafe https://lnkd.in/gCQJP7Bz

Use examples and stories to expose yourself and your thoughts, especially with your work partners. It's an example of what I shared with my partners recently: Hi [partner's name], I hope this message finds you well. I want to talk to you about our business and how we can make it grow and succeed. I know that doing business is a complex process, and we may have different perspectives and approaches. That's why I want to share with you an example that I think illustrates our situation well. Imagine that our business is like a baby that is born into a family. The baby brings joy and excitement to the family, and everyone wants to see it and admire it. But at night, the baby needs the care and support of those who are most responsible for it. The same goes for our business. We have created something beautiful and valuable, and many people are interested in it. But we also need to take care of it day and night, especially in the early stages when it is most vulnerable. If some family members neglect the baby for a long time, they may lose the connection and trust that they had with it. The baby may not recognize them or feel close to them anymore. Similarly, if we don't pay attention and take care of our business when it needs us, we may lose the opportunities and relationships that we have built with it. Our business may not grow or thrive as we hoped. We want our business to recognize us as its parents and partners, who are always there for it. That's why I'm asking you to act and participate with me in this crucial time. We have a limited time window to make our business stand out and succeed in the market. We must work together as a team, communicate effectively, and make intelligent decisions. I'm saying this because I care about you and our business. I value your contribution and involvement, and I appreciate your support. To show you how much I mean this, I'm sharing with you a picture of me and my dad when he raised me on his hands. He was always there for me when I was a baby, just like I want us to be there for our business. I hope this example helps you understand my message better. Please let me know your thoughts and how we can move forward together. Thank you for your time and attention. Sincerely, Mohsen Kachooee #experience #partnership #teamcoaching #entrepreneurshipwithheart #responsibleleadership