I recently did a brainstorming session with a small business that was stuck with their storytelling.

It has a marketing team, lots of ideas, customers, and exciting growth plans. But the company’s marketing had no energy, sizzle, or stories. And they couldn’t figure out how to get unstuck.

After reviewing its marketing collateral and spending a half-day with the team, the problem was obvious: they were subconsciously watering down their marketing. There was a heavy focus on facts about the business and its services but no storytelling.

The marketing team’s creativity had been forced into the background.

When we started to explore some different approaches, the reasons for the lack of storytelling was obvious.

Suddenly, the storytelling possibilities emerged.

The marketing team realized telling stories rather than just spitting out the facts is the way to engage audiences and highlight experiences. Then, the facts about the services can be delivered.

The key lesson here is that marketing and storytelling thrive when you give yourself permission to be creative, embrace new ideas, and take risks.

Consumers have easy access to facts. What they need is marketing and storytelling that gets them excited, intrigued, interested, and motivated.


If you’re looking for marketing and storytelling inspiration and guidance on how to get marketing done, I recently published a new book, Marketing Spark. It’s not your typical marketing book that puts the spotlight on ideas and concepts; it’s a workbook featuring frameworks, templates, worksheets, tools and how-to guides. It’s available on Amazon.