Why your small business needs a good story

When you're starting a business, it's tempting to focus on the practical things – your product, your pricing, your pitch.

But there's something else, something quieter and more powerful, that can shape how people see you, remember you and choose you. It's storytelling.

Storytelling isn't a marketing trick, or a shiny add-on. It's the oldest, most human way we know to connect.

And when you're building something new, something fragile and full of hope, stories are the bridge between your idea and the people you want to serve.

Book a discovery call with me and let's talk about your start-up story and how it can help your business!

Why stories matter more than you think

We don't remember statistics. We remember the story of the founder who sold cupcakes from her kitchen table to pay rent. We remember the dad who built an app to help his son with dyslexia.

Stories stick because they speak to the emotional part of our brain – the part that makes decisions, the part that feels.

When we hear a story, our brain releases oxytocin, the hormone that helps us trust, empathise and connect. It's not just a nice feeling – it's chemistry.

And in business, that chemistry matters. It's what turns a casual browser into a loyal customer. It's what makes someone say, "I like what they stand for."

Telling my own story

When I tell my story, many people look at me in disbelief. I started my business in Communist China, working with huge Chinese corporations, a tiny budget and few resources, and no formal business training.

All I had was the inner knowledge of what I wanted to achieve, why I was doing what I was doing and that my family would be safe for the future.

People struggle to believe that I had the guts to go out to China and work in an unfamiliar culture and territory, without being able to speak the language.

But I knew in my heart that the product I wanted came only from China and I developed a business relationship with many Chinese clients that spanned 30 years.

How to use storytelling when you're just starting out

So, in the beginning of your business, how do you make sure people don't just hear your story, but feel it too? Here are my three top tips:

1. Be brave enough to be vulnerable

Professionalism doesn't mean perfection. It means showing up with honesty. And sometimes, that means saying, "Can I tell you a short story?"

It takes courage to share something personal in a meeting, on your website or in a pitch. But vulnerability is where connection begins.

When you tell a story about a struggle – about the moment you nearly gave up, or the mistake that taught you everything – you invite people in. You show them you're human. And that's what makes you memorable.

Clients don't want a flawless brand. They want a real one. They want to know who's behind the logo, what you care about and why you started this journey in the first place. So don't be afraid to share the messy bits. That's where the magic lives.

2. Choose the right story for the right moment

Not every story fits every situation. The key is knowing what you're trying to achieve.

If you're building your brand, tell the story of what you stand for.

• What problem are you trying to solve?

• What do you believe in?

If you're pitching your start-up, share your origin story – what sparked the idea, what kept you going. If you're trying to inspire, talk about the struggle. Let people see the possibility that things can be different.

And always ask: What does my client care about? What are they worried about, hoping for, dreaming of? Your story should meet them there. It's not just about you – it's about them seeing themselves in your journey.

Finally, think about point of view. Are you telling the story as the founder, the customer or the team? Each lens offers something different. Sometimes, the most powerful story isn't yours, but the story of someone you helped.

3. Use stories strategically – and keep them real

Storytelling is for more than branding. It's a tool for marketing, leadership and growth. But it only works if it's authentic.

A good story has tension. There's a problem, a challenge and a turning point. It's a journey, and it needs to feel true. People can spot a polished pitch from a mile away. What they want is something that resonates.

So wrap your facts in a story. Instead of saying, "We've helped 500 clients", say, "When we started, we helped one woman who couldn't find the right support. Now, 500 people like her have found what they need". Same fact, different feeling.

As your business grows and you take on more staff, use stories to lead your team, to explain your vision, to show your values. But always come back to truth.

• What does your brand really stand for?

• What problem are you solving?

• What change are you trying to make?

Final thoughts

Starting a business is hard. It's full of spreadsheets and sleepless nights. But in the middle of all that, there's a story. And that story is your most powerful tool.

It's the thing that draws people to you, that makes them lean in, that helps them remember. It's not about being clever – it's about being real. It's about saying, "Here's who I am. Here's why this matters."

So next time you're in a meeting or talking to a potential client, try this: pause, breathe and say, "Can I tell you a short story?"

It won't take long. But it might just change everything.

My three key takeaways

1. Vulnerability builds trust – share the real, not just the polished.

2. Choose stories that reflect what your clients care about most.

3. Wrap facts in emotion – stories make your message unforgettable.

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