Storytelling: A superpower for your business

Thursday 19 February 2026

Why use 10 words when you could use 100?
That’s how some of my family and friends might describe me. I love talking things through, telling stories, and adding a touch of drama to even the most ordinary moments like when my kids were small and I turned our everyday tasks into songs like ‘Fruit Salad’ to get them to eat fruit.
But stories aren’t just how I communicate, they’re how I understand the world. They help me process ideas and emotions, grasp new concepts, and pick up culture in a way facts and data never quite can.
And I don't think it’s just me.
There is much research to back up this assertion. One psychologist says in a Harvard Business Impact article that, “Good stories do more than create a sense of connection. They build familiarity and trust and allow the listener to enter the story where they are, making them more open to learning.” and that, “Another storytelling aspect that makes it so effective is that it works for all types of learners.”
I think we’ve all seen this in action.
One example that has stayed with me is the TEDx Stormont talk by political commentator Alex Kane about his childhood experience of adoption. In A boy, a bear, and a new life beyond the past, Alex shares his story with honesty and warmth, and it’s almost impossible not to smile, cry, and come away with a deeper understanding of the impact adoption can have on a six-year-old child.
There are no slides full of statistics or lists of complex issues. Instead, Alex tells a personal story that draws you into both the child at the centre of it and the adult still living with its effects. We don’t just understand his experience; we actually feel it. And that is exactly why stories like this have the power to inspire more families to step into that same adoption story today.

Why is storytelling so effective?

Because stories engage both the brain and the body, triggering chemicals that make experiences emotionally vivid and deeply memorable. Even a year later, I can recall Alex Kane’s story. Not every fact, but the feeling it left me with. Research shows storytelling can boost memory by up to 22%, which means people remember the experience long after the details fade.

So why does this matter for your business?

Because whether you realise it or not, your audience is already telling themselves stories about you, about what you stand for, whether you “get” them, and whether they trust you enough to engage with you. If you don’t shape those stories, they’ll be written for you.
Stories don’t just inform your audience, they show why you and your organisation matter. They turn abstract values like “integrity” or “community” into something tangible, humanising your organisation and making it relatable. People don’t trust perfection, but they do trust real people and authentic stories that showcase both successes and setbacks and ultimately build that loyalty you hope for.
And stories inspire action. They spark conversations about you and your brand, lead to decisions to trust your brand and build a momentum in your business. Whether you want people to buy, donate, partner, or simply share, your story gives them a reason to care.
Relying solely on data, features, or polished marketing lines means you might be missing your biggest opportunity. Your real story is your superpower. Told well, your story will help you connect with your audience and build a loyalty to you as people, and not just an entity with a slick logo or cool branding.
For more storytelling ideas for business, check out this Forbes article.

What does this look like in practice?

Storytelling isn’t just for TEDx talks or big campaigns, it’s for small businesses too. Don’t wait for those big moments, when you can get started today with what you have in your hand. On social media, share why you started, what you’re learning and who you’re helping. On camera, short videos or behind-the-scenes clips let people see the human behind the business.
Say yes to podcasts, interviews, or networking events. Your journey and lessons are stories others need to hear, and you don’t need a perfect script. Even a conversation with one person can have more impact than a stage of a thousand. And it will give you the confidence to tell it again the next time.
The best part is, you already have the material and don’t need to fabricate something – your client wins, hard lessons, risks you’ve taken, the reason you started - every one of these is an opportunity to tell your story from another angle.
When you stop trying to “market” and start telling your story well, you don’t just build visibility or followers, you build a richer picture of who you are, what you do and give people a reason to want to be a part of it.
If you’re excited to start but not sure where to begin, a bit of support can make all the difference. At Parley Communications, we help tell stories with clarity and impact and not so much of my singing songs like ‘Fruit Salad’. Sometimes even storytellers need a little help to get the story out!