Why Storytelling is Essential for Driving Business Growth


Telling a relevant story to the right audience creates a strong foundation to drive business growth by attracting potential customers to your brand


The magic of starting a company is that you're creating something that never existed before in the history of the world. That's a powerful thought. It also means that your brand's story is unique compared to every other company out there, and that story should be told.


Telling your story enables you to explain why you exist as a company, how you provide real value for your customers and what makes your company different. By telling this authentic story, you can connect with likeminded individuals who appreciate your mission and vision, and can ultimately become customers, thus driving business growth.

By telling this authentic story, you can connect with likeminded individuals who appreciate your mission and vision, and can ultimately become customers.

When you've developed your story, it can take many forms, such as your mission and vision statements (the "why" of your business), elevator pitch, company description, history, key differentiators and a plethora of marketing materials. Your story serves as the foundation for content marketing that can raise visibility and support sales.


Effective storytelling can be impactful, and it always helps to see real examples in action. Stanford Graduate School of Business (GSB) has compiled a series of in-depth case studies on storytelling in business. One of these, How Stories Drive Growth: Skype, looks at how Skype used storytelling to drive its growth, and it had tremendous results.


Highlights of the case study include:

  • "Stories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams.

  • In 2012, Skype needed its customers to transition from using Skype only for important 'milestone' life events to using it on regular basis. To advance that goal, Skype created a new marketing strategy, promoting stories about customers using Skype for 'everyday moments.'

  • The company was building a storytelling culture, which was driving teams to be more aligned and committed, and bringing employees closer to the storytelling approach on a regular basis.

  • The results of the Staying Together campaign were very powerful...because people around the world saw the stories, and then wanted to stay engaged and sign up at scale."

The results of the Staying Together campaign were very powerful...because people around the world saw the stories, and then wanted to stay engaged and sign up at scale.

Telling your story takes time and effort, and if you need assistance, we can help. For more information, contact us to learn how we can tell your story and drive business growth.


To learn more about how content marketing can boost sales, click below: