storytelling

The moral of the story

One of Einstein’s students once asked him what logic really means.

Einstein replied that he would answer with a question.

He asked the student to imagine two workers entering a chimney to clean it. When they come out, one has a dirty face and the other a clean face. Einstein then asked which of them would go and wash their face.

The student answered immediately that the worker with the dirty face would wash.

Einstein said this was incorrect. The worker with the clean face would be the one to wash, because he would look at his colleague, see the dirt, and assume his own face must be the same. The worker with the dirty face, seeing a clean face, would assume he was clean as well.

The student agreed and said this was logical.

Einstein disagreed. He pointed out that the question itself was flawed. Two people entering the same chimney at the same time would not emerge with one clean and one dirty face. The scenario violated basic logic before the reasoning even began.

The point is simple. Sometimes logic fails not because of a poor answer, but because the question itself is wrong. I think the moral of the story is when that happens, no amount of clever reasoning will lead to the right conclusion.

Clarity creates relevance

Everyone wants to be heard and understood, yet getting people to pay attention remains difficult. Attention is earned by inviting others into a story that matters to them. This is where the seven soundbites framework becomes powerful. It helps clarify the message by focusing on what your stakeholders care about most, rather than what you want to say. I think when the message is clear, people listen and engage. We are all wired for survival. People pay attention when they understand how a story helps them navigate risk, solve a problem, or move forward. Invite stakeholders into a story where they can see themselves and where the outcome matters.

Storytelling broken down

A strong story follows a clear structure.

It begins with the character.
The hero wants something specific. The first task is to define exactly what your stakeholder wants.

Next comes the problem.
Every engaging story is driven by a problem, because problems create attention. If there is no tension, there is no reason to keep listening.

Once the problem is clear, your role becomes clear.
You do not position yourself as the hero. You position yourself as the guide who understands the problem and has helped others navigate it before.

From there, you build the bridge.
You connect their problem to your solution in a way that feels logical, relevant, and achievable.

Then you challenge them to act.
Do not put people in the mind-reading business. Tell them clearly what you want them to do next.

After that, define what is at stake.
Give your stakeholder a vision of a better future if they take action. Show them what success looks like on the other side.

Finally, address the cost of inaction.
Make clear what happens if nothing changes and the problem remains unsolved.

I think this is how stories move people. What do you think?

Nobody cares about your agenda

There’s a big difference between telling the others and finding the others. Telling the others comes across as, “I need your support, please tell everyone about me”,  but the truth is, no one really cares. Finding the others, on the other hand, means connecting with people who already share your interests, values, or goals. When they support and spread the word, it reflects positively on them and it makes them look smart, connected, and ahead of the curve. And I think that’s something people actually care about. What do you think?

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Choosing meaning with intention

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Leaders are constantly required to interpret complex, ambiguous situations. Whether it's a missed target, a team conflict, or a career crossroads, the story you tell yourself about what’s happening will either empower you or hold you back.

As a coach, I help leaders explore the stories they are living by:
· Is this challenge a threat, or a signal for growth?
·  Is that tension in your team a problem, or an invitation to lead differently?
· Is your current frustration a dead-end, or a turning point?

Reframing isn’t about denial or false optimism. It’s about choosing meaning with intention. It’s about emotional mastery. It’s about creating space to respond rather than react. And I think it’s one of the most powerful tools in a leader’s toolkit. If you are at a place where your old stories are not serving you, maybe it’s time to rewrite them, with support from a coach. Contact me via email to book a free 30 minute discovery call.

Finding truth in fiction

The above image has been my Facebook banner since 2013. It was taken in Sachsenhausen (Frankfurt) around that period.

The past few years have been destabilising, leaving many people questioning what’s true and what they believe. Fear is rampant, and extremists are thriving on it, I think mistrust in Western society is at an all-time high. One of the reasons I love fiction is that I don’t have to question whether it’s real. This makes me more open to the messages it conveys. When something is presented as fact, I have to ask: Who said it? Where did it come from? Is it credible? Can it be backed up with data? With fiction, I can simply engage with the world the author has created. I don’t need to verify its reality. I can accept, challenge, or respond to its ideas however I choose. In a strange way, fiction can reveal deeper truths about reality.

Consistent narratives

c/o Adobe

Marketing is about crafting a story that resonates with the right audience, one so compelling that they feel inspired to share it, building trust and a reputation for what you stand for. Too often, marketers default to creating average solutions for average people, leading to a race to the bottom. Instead, we should focus on meaningful engagement, investing resources in systems that align with our goals. While authenticity and personal connections can feel overwhelming to execute consistently, I think what people truly value is consistency and transparency. These qualities foster trust, ensuring your story endures and spreads naturally.

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Trust your instinct

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I help individuals develop a success-oriented mindset. I think by trusting your instincts and leveraging the power of storytelling, you can highlight the unique story that sets your business apart. Focus on solving meaningful problems as this is the foundation of true impact. Remember, understanding the difference between being right and achieving success is key to long-term growth.

“We don’t build trust by offering help, we build trust by asking for it.”
— Simon Sinek

Looking through the lens

Illustration by Ruby Taylor ©

We need to tell the story not just of the outcome, but of the journey it took to get there. What challenges were overcome, and what progress did the individual or team make to achieve the goal? By sharing these stories, we can inspire others without creating a sense of threat or unhealthy competition. It also highlights the strategies that were most effective in reaching those outcomes and the strategies that, as a leader, you want to celebrate and promote. When we set up internal collaborative competitions, we need to be clear about the dimensions on which we are competing and how we reward and recognise success. I think this helps everyone understand the pathways to achievement in a way that fosters collaborative learning, growth, and development, showing others how they can follow suit.

Tell your story

What have you changed your mind about over the last 12 months?

We often celebrate people who stick to their beliefs and are eventually proven right, for example, leaders who resist pressure to change their approach and succeed. And I think it's easy to feel validated when that happens, however, I've been wrong om many occasions in different situations, and it’s been a humbling experience. Over the last year, I become disillusioned with humanity, particularly when I think about how people behave when they believe no one is watching. It’s unsettling to imagine the choices people make when they feel they can act without consequence. I have found myself wondering, when given the option, will people choose justice? My perspective has changed and I’m no longer as cynical as I used to be. I’ve become more hopeful, hopeful that when good people come together and work with other good people, they can truly make a difference and create positive change.

Find your passion

I think it’s all about connecting your passion with something that’s bigger than yourself. It’s important to figure out what that mission is for you, and for me I do it through storytelling. Storytelling is the oldest and most valuable way we have of passing on our values, echoing from ancient campfires to Homer's narratives in the Odyssey. I really think there is a role in society for storytellers who try and make us better, and as an entrepreneur, I've wholeheartedly embraced this path by mixing my love for coaching to enhance people's lives.

““When we work hard for something we don’t believe in, it’s called stress. When we work hard for something we love, it’s called passion.” ”
— Simon Sinek

Positive light stories

What people say and what they do are often separate things. Human beings have the tendency to show or tell stories to depict ourselves in a more favourable light. A person’s guiding principles can often be seen and felt by their body languages, interactions, and most importantly they are influenced consciously or subconsciously by their own background. I think empathy is a skill, a mindset we need to practice and sharpen. We can develop and apply empathy not just for what we design, but also at work, and in relationships with others.

Tell them your story

c/o LinkedIn

What events in your life reinforce your belief in the story you're sharing?

Our personal experiences play a crucial role in storytelling because they allow us to tell stories from the heart, and when we do this, the audience can easily connect with and value our stories. The goal of storytelling is to make the audience care or even momentarily forget their own concerns. Personal experiences are vital for achieving this because they make you relatable and enable others to immerse themselves in your narrative. In my experience, the best storytellers often draw from their own memories and life experiences to convey their message. I think the whole world is built on stories - religions, political parties, companies, and various social groups are all using storytelling to promote their ideas. While there's no definitive formula for the best stories, one thing is certain: if you can't tell your own story, others will do it for you.

““Humans think in stories, and we try to make sense of the world by telling stories.””
— Yuval Noah Harari

Life is never static

The essence of a great story is its ability not only to make you care, but also to make people care about its characters and plot but also to transport them away from their worries and pain. This happens because the story taps into our imaginative capabilities, allowing us to immerse ourselves in the storyteller’s world. When we share a story, we can effectively plant ideas, thoughts, and emotions in the minds of the listeners, recreating the experiences and emotions we've had and activating similar areas in their brains. I think this process is what makes storytelling so powerful and captivating.

““Drama is anticipation mingled with uncertainty.” ”
— William Archer

The basics

The neo-cortex is the largest part of the human brain and is associated with various higher-order cognitive functions, including memory, language, and complex thinking. Emotions are closely tied to the limbic system, but they also influence the neo-cortex. I think that when telling stories in a business context, appealing to emotions can make your story more engaging and relatable, as emotions often drive decision-making. Emotionally resonant stories are more likely to be remembered and can influence customer behaviour.

Good, better, best

Image © Maria Hergueta for Harvard Business Review

I think in the age of mass marketing, well-promoted average products or services consistently outperform their counterparts that lack extensive promotion. The key lies in crafting a compelling story that resonates with our target audience in an inspiring and persuasive manner which will encourage them to share it with others. If we can achieve this then we have done a good job of effective marketing.

““It’s not the story that you tell, it’s the story that you sell that really makes all the difference.””
— Burrellism

Mastering the elements

Here are five important components of a business story:

1.    A sequence of related events

The narrative should unfold in a logical sequence of interconnected events, and this structure keeps the audience engaged and allows them to follow the story with ease.


2.    A time and place marker
Clearly specifying when and where the story unfolds is crucial, as this provides context and also helps to establish a connection with the audience, making them more receptive to the story.


3.    A central character

A well-defined central character serves as the anchor of the story, and this character should be relatable and engaging, helping the audience connect with the narrative on a personal level.


4.    A surprise 

To maintain audience interest, introduce an unexpected twist or unpredictable event, as this element adds an element of intrigue and keeps the audience eager to know what happens next.


5.    A business point

Every business story should convey a clear and relevant message or lesson, and this could be a strategic insight, a moral, or a takeaway that aligns with the objectives of the narrative. The business point is what makes the story not just entertaining but also instructive and valuable.

 

I think by weaving these five components together effectively, you can create a business story that captivates your audience, making your message more memorable and impactful. Contact me via e-mail to arrange a meeting about your business storytelling sequence.

Learn how to tell a story

I think you should always enter client meetings with a clear understanding of your desired outcomes. Advance preparation, including the formulation of your preferred questions, is essential. What questions do you find most effective? Customise them to align with your personal questioning style, and ensure they remain open-ended. It's crucial to avoid the common practice of extracting information solely to manipulate the client. Instead, aim to have the client do the majority of the talking, encouraging them to share anecdotes and stories. This approach maximises their willingness to unveil their underlying challenges.

Breaking promises

The size of the commitments we keep to ourselves correlates to the size of the rewards we receive at the other end. For example, if we keep big commitments to ourselves their influence on our self-esteem and the narrative we tell ourselves can be used as evidence about who we really are. Conversely, I think if you break small promises to yourself then you’ll sow the seeds of doubt and weaken your resolve when it come to the larger ones.

Dear marketing leaders

You have often heard the advice to "build your brand" and "tell your story.” What if your customers simply don't care? The truth is, what truly matters to them is themselves – their problems, their needs, and their aspirations. In reality, they aren't as invested in your brand or your story as you might think. So, instead of solely focusing on pushing your brand and narrative, it's essential to shift your approach. How? By understanding your customers' perspectives and catering to their specific needs and concerns is crucial. By empathising with their challenges and offering solutions that genuinely resonate with them, you can create meaningful connections and foster brand loyalty.

At the end of the day, I think successful marketing is about putting the customer first, addressing their pain points, and demonstrating how your product or service can improve their lives. So it makes sense to redirect your marketing effort towards delivering real value to customers and building lasting relationships based on trust and understanding.