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The Power of Storytelling in Business




Did you know that 65% of TED Talks are made up of stories? Research by Dr. Jennifer Aaker at Stanford Graduate School of Business found that a story is up to 22 times more memorable than facts alone.

So, what about all those written case studies and video testimonials sitting on your website, waiting for engagement? Is that what it means to be a "good storyteller"?


Answer: No.


Being a great storyteller in business goes far beyond marketing. Every part of your organization benefits from storytelling:


  • Human Resources can use compelling stories to attract top talent.

  • Sales should rely on stories to help buyers “feel” what it’s like to work with your company.

  • Marketing uses storytelling to define and amplify your brand.

  • Customer Service can harness stories to show empathy and build stronger relationships.


Storytelling isn’t just about case studies or video testimonials—it’s about crafting narratives that resonate, build trust, and drive action. Exceptional storytelling puts your audience at the center of the experience, helping them see that you understand them, and you’ve been where they are.


Why Storytelling Matters

For thousands of years, stories have connected people, shaped cultures, and preserved knowledge. Today, storytelling is just as powerful—especially in business. It transforms complex solutions into relatable narratives, helping your audience understand not just what you do, but why you do it.


A well-told story speaks to your audience’s challenges, aspirations, and values, creating an emotional connection that builds trust and inspires action. More than just selling a product or service, storytelling invites people to join a shared mission. It humanizes your brand, strengthens relationships, and fosters loyalty.


A Challenge for You

Let’s make this fun—try a simple experiment this week. Pay attention to how often people use stories when they communicate. Count how many times you or others tell a story to make a point.


You might be surprised at how naturally storytelling shapes our conversations—and how powerful it can be when used intentionally in business.


If you'd like to explore ways to become a company of exceptional storytellers, let's talk!




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I’d value the opportunity to connect with you to understand what is on your mind and if what I do can help in any way. I look forward to meeting

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© 2025 by Karin Schaff Glazier

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