The idea of using storytelling as one of the tools in your business toolkit may seem odd to you – we’ve seen how religious and political movements have long used the art and power of stories, legends and myths to persuade large numbers of people to support them and their causes. But business…?
You may be tempted to dismiss business storytelling as something that belongs in a very narrow space in the business – perhaps in the advertising department, or among the youngsters that handle your social media.
But consider this – stories are everywhere in your business. And you are already using them to get things done:
- Numbers tell the story of a business’s financial performance and position,
- Marketing tells consumers the story of how a product or service can solve their problems,
- A prospectus or pitch deck tell the story of why investing in our business is a good idea,
- With any luck your weekly team meeting might be a series of motivational stories that your executives rely on clarify, confidence and even community.
So, the stories are there – you’re just calling them different things.
Now why is it important for you to think of them specifically as stories?
When you start seeing these elements as stories rather than just data points, pitches, or reports, you shift from simply sharing information to inspiring action. Stories engage both the logical and emotional sides of the brain. People may understand facts, but they remember stories. Stories engage emotions. And in business, decisions are rarely driven by logic alone—emotion, trust, and connection play a huge role.
By framing communication as a narrative, you create context, meaning, and relevance. Data becomes insight. A sales pitch becomes a vision of future success. Even a quarterly report can become a story of growth, resilience, or strategic evolution.
The most influential leaders use storytelling intuitively. In fact Steve Jobs is famously quoted as saying “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.”
Jobs’ philosophy on storytelling as a leadership and branding tool well-documented. He deeply understood that technology alone doesn’t sell— but stories do. He didn’t just present Apple products; he told compelling narratives about how they fit into people’s lives. His iconic product launches weren’t feature-heavy breakdowns but carefully crafted stories that built anticipation, highlighted pain points, and showcased Apple’s solutions in a transformative light.
In Zimbabwe, one of the most compelling business stories of our time has been the Econet Story. Strive Masiyiwa used storytelling as a tool for resilience and influence. When the then government initially blocked his license to operate a mobile network, Masiyiwa framed his battle not just as a business dispute but as a fight for economic freedom and consumer choice. He positioned himself as the underdog taking on an unjust system, a narrative that resonated with many Zimbabweans and garnered public support.
Even after winning the legal battle, Masiyiwa continued to use storytelling to build Econet’s brand. His personal story and his Christian faith became part of Econet’s identity, inspiring entrepreneurs across the continent. Today, his storytelling extends to his philanthropic work, where he shares lessons on leadership, and entrepreneurship, amplifying his influence beyond business.
One of my favourite business personalities on the continent is Mo Abudu, also known as “Africa’s Oprah.” I am old enough to remember her as the somewhat awkward host of a talk show called “Moments with Mo” and have been delighted to see her evolution into the founder of an impressive media empire. She built EbonyLife Media by reshaping the narrative around Africa in global media, with the mission of “Changing the narrative of Africa, one story at a time.” Her business success is directly tied to her ability to tell stories that resonate with audiences and challenge global perceptions of Africa.
Why Businesses Need Stories
There are plenty of examples that demonstrate how storytelling in business can build brands, shape public opinion, and drive business growth. Such businesses don’t just offer products or services—they sell visions and movements that people want to be part of. The right story can unite teams, attract customers, and shape entire markets – because narratives influence perception, inspire action, and ultimately shape reality.
If you want people to believe in your vision, buy into your product, or rally around your strategy, you don’t need more data. You need a story that people can see themselves in.
