The Five Stories Every Company Should Tell

“A long time ago in a galaxy far, far away…”

“It was the best of times, it was the worst of times…”

We’ve been telling stories for as long as we’ve had language.?

And for good reason. They engage, inspire, and connect us on a deeper level than mere facts ever could.?

If we don’t include storytelling in our marketing and messaging…?

We’re missing out on one of the most potent forms of communication in business.

Why It Matters

Our world is noisy…

But stories break through the distractions.

Why? Because people relate to narratives more than they do to bland marketing talking points.

Whether it’s to motivate our team or convert a lead, the right stories can become any company’s superpower.?

The 5 Must-Have Stories:

1. Employee Growth Story

Our teams are full of stories of both personal and professional growth. It's our job to find these stories and highlight them.

Doing so shows commitment to development and resonates with employees who want to feel valued.?

People love hearing about journeys of growth, and this story becomes a tool for attracting and retaining talent.

2. Company History Story

Any company’s origin story explains not just how it started and why.?

Sharing our mission and early struggles can humanize our brand.?

It reminds our audience—whether employees, customers, or partners—of our roots and what makes us unique.

It also shows how we are willing to change, grow, and evolve.

3. Customer Turnaround Story

In this type of tale, we showcase a time when we helped a customer through a tough challenge.?

This is more than a testimonial—it’s proof of a company's value proposition.

A powerful customer turnaround story illustrates the impact our product or service has in real-world situations.

And this sort of example is often?more persuasive to a prospect than simply a bullet point list of the solutions and products we offer.

4. Competitive Advantage Story

A competitive advantage story demonstrates how we outshine others in the marketplace and what sets us apart from the competition.?

Whether it’s through innovation, pricing, or service, this story reinforces what makes us distinct.

5. Community Story

It's important to share how we're giving back to the community and seeking to be part of a bigger movement of positive change.

These can be simple?things like hosting a Thanksgiving food drive or gathering the team to help clean up a neighborhood park.

A simple social media post thanking partners for the opportunity to serve, along with some photos, can be a way to showcase our involvement without coming across as bragging or boastful.

This kind of story fosters goodwill and demonstrates a commitment to values beyond profit, which resonates with both employees and customers alike.

The End of the Story

The more we can catalyze these stories, the more we'll stand out.?

Want to master the art of storytelling??Check out Donald Miller’s Building a StoryBrand and Mike Bosworth’s What Great Salespeople Do for actionable insights.?

And with that, it’s time for this newsletter to say...

“And they all lived happily ever after.”