How storytelling is changing business

We all love a good story. It's not numbers or facts that we memorise, it's what evokes emotion. So why is there still so much that is boring and dry in business? Kindra Hall proves in her book Stories That Stick: a story isn't just decoration, it's fuel for growth.

Who is Kindra Hall?

Kindra is not a marketer with a degree, but a storyteller by vocation. She's spent decades helping brands tell their story in a way that really hooks. And she's derived a simple formula: story > advertising.

What's important?

A good story is not fiction, but an experience, an experience, a journey. It:

- holds attention when the world is screaming;

- builds trust because it has people behind it;

- makes the brand alive, not an impersonal machine.

Four stories that work

Kindra identifies 4 types of stories that are particularly effective in business:

1. value story. Why do you do what you do? What is important to you?

2. the founder's story. Who are you, where did you come from? What has shaped you?

3. customer story. How have you really helped people? Their voice is your most powerful tool.

4. purpose story. Where are you going? What kind of future do you want to build?

Why is it important to you?

You could be selling pies or investing in property. You can teach online courses or build a network of coworking spaces. It doesn't matter. People don't need services. They need reasons to trust. And a good story is the bridge between you and your customers.

Conclusion?

Tell how it started. Share the moment of failure and how you rose to the top. Show the real people behind the logo. And you'll see: attention, response, loyalty - all this comes not through slogans, but through sincere stories.

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