The Storytelling Paradox

Let’s start with a truth that might sting a little: most businesses are terrible at storytelling.

And it’s not for lack of trying.

We’ve all sat through those painful company “about us” videos. We’ve all skimmed those founder stories that sound like they were written by AI (before AI was even a thing). We’ve all rolled our eyes at those customer testimonials that feel about as authentic as a three-dollar bill.

The weird thing? Everyone knows storytelling matters. It’s not some secret marketing technique. The data is clear:

• Stories are 22 times more memorable than facts alone
• When we hear stories, our brains release oxytocin, creating trust and connection
• 92% of consumers want brands to create ads that feel like stories

So why the hell are most business stories so forgettable?

The Three Storytelling Delusions

After working with hundreds of business owners on their content, I’ve identified three delusions that keep tripping people up:

Delusion #1: “I don’t have any good stories to tell.”

This is absolute bullshit. You have dozens of powerful stories – you just don’t recognize them.

Most businesses think they need some epic founding tale or dramatic client transformation to have a “real” story. But the stories that actually connect are often small moments that reveal something true about who you are and how you work.

That time you refunded a client even though you didn’t have to? Story. That small tweak you made to your process after noticing a pattern? Story. That question a customer asked that made you rethink your entire approach? Definitely a story.

You’re not missing stories. You’re missing the ability to see the stories right in front of you.

Delusion #2: “My industry is too boring for storytelling.”

I’ve heard this from accountants, software developers, financial advisors, manufacturers—you name it.

Here’s the truth: There are no boring industries. There are only boring ways to talk about industries.

The accountant who saved a client from a financial disaster by noticing a tiny inconsistency isn’t boring. The software developer who built a feature because their own parent struggled with technology isn’t boring. The financial advisor who changed their entire approach after missing a key detail that cost a client thousands isn’t boring.

Human challenges, mistakes, realizations, and transformations exist in every industry. And that’s what stories are made of.

Delusion #3: “I’m just not a natural storyteller.”

This one really pisses me off, because it assumes storytelling is some inborn talent rather than a learnable skill.

Sure, some people seem to spin captivating stories effortlessly. But here’s what you don’t see: the structure behind those stories. Effective storytellers aren’t just rambling—they’re following patterns that are predictable and replicable.

Storytelling is a system, not a talent.

The “natural storytellers” have simply internalized these systems. They’ve learned—either consciously or unconsciously—the patterns that create tension, resolution, and meaning. They know how to highlight certain details while omitting others.

And systems can be taught.

The Real Problem

The real problem isn’t that businesses don’t value storytelling. It’s that they’ve been approaching it all wrong.

They treat storytelling as:

• A marketing tactic rather than a communication fundamental
• Something to delegate to their “creative people”
• A one-time project instead of an ongoing process
• A nice-to-have rather than a business essential

But most importantly, they lack a system for consistently finding, developing, and sharing stories that actually connect with people and drive business results.

They try to wing it. And winging it leads to those cringeworthy “about us” pages and forgettable social posts that do nothing for your business.

The Storytelling Opportunity

Here’s what most businesses miss: storytelling isn’t just about connecting with your audience. It’s about converting them.

When you have a system for storytelling, you can:

• Turn ordinary experiences into content that people actually remember
• Build trust without sounding desperate or salesy
• Overcome objections through narrative instead of arguments
• Demonstrate your value without explicitly claiming it
• Create consistent content without constantly struggling for ideas

It’s not about becoming a better writer or speaker. It’s about having a reliable system for turning your experiences into stories that do the heavy lifting for your business.

In the next section, I’ll show you exactly how to identify story-worthy moments that you’re currently missing—the first step in building your storytelling system.