Why storytelling is the most powerful business strategy you may not be using

If you’ve ever sat in a room where charts were drawn up and numbers kept coming out from the mouth of the presenter, and you got lost, then you would know how an information goes from one ear and leaves through the other.

Sadly this is what happens to most businesses before their intending customers.

Charts, bullet points, statistics are great!

But well,

In this day and age, they aren’t enough. Numbers don’t stick as much as stories. And with the rate of so many contents online?

You won’t want yours to be forgotten so easily

Would you?

Why your own Story Can Sell What your Pitch or presentation Can’t

Let’s rewind a little. Imagine two entrepreneurs.

The first one runs an organic juice company. When she’s pitching her product, she says:

“Our juice contains 30% more Vitamin C than leading brands, is preservative-free, reducing chances of Cancer that comes as a result of many chemicals and comes in eco-friendly packaging.”

That sounds great, right? But let’s see what the second has to say. She says:

“I started this juice company after my dad battled diabetes. We realized that most drinks on the shelf were packed with sugar, so I went back to my grandmother’s recipe fresh, organic, and naturally sweet. No additives and beyond this, every bottle we sell is a tribute to him.”

Which one do you remember? Which one do you care about?

That’s the difference storytelling makes. The first example speaks to the brain. The second speaks to the heart. And humans are emotional beings.

The Science of Why Stories Work

Oxytocin is also called the “bonding hormone”

Researchers have found that when we listen to a story, our brains release oxytocin, the same chemical that fosters trust and bonding. Stories don’t just inform us but they transport us to feel what the one telling the story feels or must have felt. They make us feel like we’re part of something bigger.

That’s why we remember stories long after we’ve forgotten statistic and numbers. 

Think about it—do you remember Former President of Nigeria, Goodluck Jonathan’s campaign story of “I had no shoes”? Or Martin Luther King Jr. for his bullet points, or for his “I Have a Dream” story?

This leaders hacked the use of stories to connect with their audience and the result was undeniable.

This isn’t just marketing fluff. 

But How does Storytelling Give You a Competitive Edge?:

In today’s noisy digital world, everyone is shouting about how great their business is. Storytelling helps you cut through the clutter. For both your personal brand and your business. Here’s how:

• It builds trust – A well-told story makes your brand feel real, human and approachable.
• It differentiates you – No one else has your exact story. That uniqueness sets you apart from competitors. And your clients can easily share the story to their community thereby increasing your customer base.
• It inspires action – People are more likely to take the next step when they’re emotionally invested in your brand’s journey. Not even considering price increase or tag.

It also inspires loyalty. Your customers feel like they’re part of something bigger.

Now You may or may not notice it, but some of the biggest brands in the world are selling you stories every day:

• Airbnb doesn’t just sell accommodation. They sell the story of belonging anywhere in the world. Shelter won’t be a problem or safety.
• Coca-Cola doesn’t just sell soda. They sell the story of happiness, friendship, and sharing. They even go as far as adding names of possible consumers to the bottle covers. 
• Tesla doesn’t just sell cars. They sell the story of innovation and a future powered by clean energy.
• Let’s come home a bit. Veekee James. A fashion brand that sells class and custom made fashion wears. The creative director sells the story of her struggle while growing up in the backside of the Rural area of Lagos Nigeria.

These companies know that products alone aren’t enough. Stories give their brands life, strategy and branding.

A Real Example: Stories Sell, Even in Small Business

Let me give you a real example.

There’s a small hair stylist and saloon owner in Lagos who was struggling with sales. Their saloon was not too classy but was good enough for the average Nigerian, every hair styles made were neat, but they blended into a market full of other saloons. Then, the owner decided to share her story online. She talked about how she learned hair styling from her mother, who made the hair of children on the roadside to send her kids to school. She shared photos of those early days, the old stool where her mother sat on and the children whose hair she made too.

That post went viral. Not because the hairstyles suddenly became better, but because people connected to her why. Customers started saying, “I’m not just making my hair—I’m supporting her journey.”

That’s the hidden power of storytelling. It turns customers into a community. Step by step.

How you too can Use Storytelling in Your Business

The good news? You don’t need to be a novelist to tell powerful stories. Start small:

• Share your “why”: Why did you start your business? What problem are you solving?
• Highlight customer success stories: Show real people getting results with your product or service. Real people connect you to real customers.
• Tell your behind-the-scenes journey: Be open about the challenges and wins that shaped your brand. If you’re in the fashion industry, you could talk about times when you get a fabric at a cheap rate and you return to the market and the price has doubled, right after you’ve told a client the price of the fabric and they’ve paid.

Here are practical ways and platforms you can embed storytelling into your business, from time to time:

• On Social Media: Don’t just post your product. Share the story of a customer who used it.
• On Your Website: Dedicate an “About Us” page to your why, not just your credentials.
• In Email Campaigns: Share behind-the-scenes struggles and wins with your subscribers.
• In Presentations: Replace some slides of data with one customer success story. Don’t forget to share pictures if there are pictures. This is because it can trigger emotion and connect your listeners to your brand or story.

Storytelling doesn’t mean every post needs to be dramatic. It just means showing the human side of your business. People want reality.

This are real challenges and stories. Don’t be ashamed.

Why Your Business Needs a Story Now

The reality is, your competitors are multiplying. Technology makes it easy for anyone to launch a product or service at any point and from anywhere in the world. What can’t be copied is the soul of your brand, which is your peculiar story.

And the sooner you begin telling it, the sooner you start building connections that last.

If you’ve been relying only on facts and figures, it’s time to try something different. Storytelling isn’t just creativity—it’s a business strategy. It’s the bridge between what you sell and why people should care.

Ask yourself this before your next post: What story can you share that makes your brand more human, more memorable, and more meaningful?

At Reason Consult, we help businesses turn their brand story into a growth strategy. If you’re ready to connect with your audience in a way numbers alone never could, let’s build your story together.