Bringing the Bedroom into the Boardroom
Get your mind out of the gutter! I’m talking about the power of using stories to build your business.
We all have fond memories of bedtime stories. That magical time when sleep promises to overtake your little ones. Or maybe your strongest memories are when you nestled into bed as a child yourself, eagerly waiting for your favourite book’s pages to unfold.
Bedtime stories are a ritual for many. They’re more than just words on a page; they’re woven with love, care, and a desire to spark the imagination. When we read a story at bedtime we’re building bridges between emotions and experiences (lived and imagined).
Top tip: I always start my story writing sessions with “Once upon a time…”. I delete that phrase at the end, but it really helps me connect with a storytelling vibe.
This same magical connection has a place in business. At its heart, storytelling is about connection, and that’s something every business needs to thrive.
Why stories matter in business
Just as a bedtime story comforts and captivates, a well-told business story can inspire trust, loyalty, and action. Stories engage us on a deep level, making us (and our brands) human, relatable and memorable. Stories linger in peoples’ memory in a way that data and buzzwords just can’t.
When you take the time to tell a business story that resonates, you’re doing what a parent does at bedtime. You’re inviting your audience to lean in, to feel seen, and to be part of something meaningful. You’re not just selling a product or service; you’re sharing a vision, a mission, or a purpose.
And like the cherished bedtime ritual, crafting a great story requires time, care, and love. It’s not about getting to the last page, it’s about curating an experience for your listener/reader. I don’t mean that it has to be long, but however long it is, it does need to be meaningful and engaging.
What ingredients do you need?
Close your eyes and think about your favourite children’s story. What made it unforgettable? The characters? The challenges they faced? The way it made you feel?
This is where you start - these elements are what make storytelling in business so impactful:
Relatable characters: Who is the hero of your story? Spoiler alert: it’s not you! It could be a client, your team, or your ideal client. Centre your story around their story or journey
A clear purpose: Why are you telling this story? Bedtime stories often carry lessons or morals - sometimes pretty dark ones. In business, the stories you tell should align a client’s need with your values and offering.
Emotionally charged: The best stories make us feel something. Whether it’s hope, joy, or a sense of belonging, tapping into your reader’s emotions creates a lasting connection.
Authentic: Children can sense when a storyteller isn’t fully present or sincere, and so can your audience. A genuine story is always more powerful than a polished (but empty?) one. Remember, our flaws are what make us divinely human… and in a world that’s driven by AI, that’s more important than ever.
How to bring the bedtime story energy without making people drowsy
Take your time: Just as you wouldn’t speed through a bedtime story, don’t rush your business storytelling. Invest the time to craft a narrative that truly reflects your brand and speaks to your audience.
Show, don’t just tell: Bring your story to life with words and phrases that feed into our emotions [I made you think about food just then, didn’t I? I bet it was a nice feeling and that it stays with you. I rest my case.]
Create a ritual: Bedtime stories are a nightly ritual that fosters trust, safety and closeness. When you find ways to consistently connect with your audience through storytelling, trust and connection is what you, too, will build. This might just be a weekly social media sharing, or regular newsletter, but your audience will connect with good stories, I promise.
Invite Interaction: A good bedtime story often ends with questions (sometimes they’re interminable) or a request to “read it again!” Similarly, your business stories should invite your audience to engage, respond, and share.
Storytelling powers our connections
In a world that’s increasingly transactional, storytelling reminds us of what’s important:
Connection
Trust
Human experience
When you take the time and love to share a story, you’re not just promoting your business; you’re creating meaning and connection. And isn’t that what we all crave?
Come to your clients with love, time, and creativity and that energy that will set your business apart.
Be unforgettable.