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How to Craft a Business Story (and Energize Your Audience)

by Henneke | 114 enchanting opinions, add yours? :)

An inspirational business story gives readers a glimpse of who you are, making them feel connected, and they become more interested in buying from you.

This article explains how to write your business story:

What’s the power of a good business story?
An example of an inspirational business story
How to write a business story: 4 key moments

Write your business story

How to write your business storyImagine going to a networking meeting …

You enter a room full of serious grey suits politely sipping their wine, bragging about their corporate missions. Rather boringly.

And there you are, in your purple shirt, feeling out of place.

You grab a glass of beer, and tap a fork against the glass to attract attention.

“Listen up,” you say, “let me tell you a story about how I conquered the world.”

“Wanna hear it?”

A business story doesn’t need bravery like that. But a good business story has the same impact: You attract attention. You stand out. You invigorate your audience, and pull them closer to you. They get inspired.

The power of a good business story

Let’s be honest, the web is full of gobbledygook-filled mission statements, conjured up by committees with the only aim not to offend anybody.

Big corporations can afford to be boring. Because they have tons of money to buy brand awareness.

But for small businesses and freelancers, life is different. We don’t have heaps of money, so we have to fascinate our audience and spark action.

A good business founding story takes readers on your journey, gives them a glimpse of who you are, and helps gain an emotional buy-in. Just reading your story makes people feel better already, so they start imagining how good it would be to work with you.

This is the power of storytelling.

An example of a powerful small business story

Business stories come in different shapes and sizes

How Jobs and Wozniak built their first computer in a garage. How Ben and Jerry started their first ice cream shop in a renovated gas station (after a $5 correspondence course). How Disney started as a cartoon studio in the 1920s, and now produces entertainment on a global scale.

Some stories sound like fairytales, and you may think your story isn’t fascinating enough.

But that’s untrue.

Every business has a good story. You simply have to dig to find the four key moments in your business history, and craft your story around these four key moments.

Here’s an example business story of BrewDog, a brewer of craft beers:

Martin and I (James) were bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market.

We decided the best way to fix this undesirable predicament was to brew our own. Consequently in April 2007 BrewDog was born.

Both only 24 at the time, we leased a building in Fraserburgh, got some scary bank loans, spent all our money on stainless steel and started making some hardcore craft beers.

We brewed tiny batches, filled bottles by hand and sold our beers at local markets and out of the back of our beat up old van.

Our biggest mission when we set up BrewDog was to make other people as passionate about great craft beer as we are. And that is still our biggest mission today.

Martin and James tell their story around these four key moments:

  1. They encounter a problem: industrially brewed lagers and stuffy ales are boring.
  2. They have a spark of insight: What if we can fix this problem?
  3. They start their own brewery, brewing in tiny batches.
  4. They are now on a mission to make more people passionate about craft beer.

The story is quite simple, but includes enough details to make it fascinating: how they leased a building in Fraserburgh at only 24, how they brew in tiny batches, fill bottles by hand and sell them at local markets out of the back of their old van.

Moreover, emotional and sensory words make the story vivid: stuffy ales, scary bank loans, hardcore craft beers, a beat up old van.

How to write your own business story

You don’t need a special talent to craft your own business story.

First, define the four key moments of your business story:

  • Which problem do you solve?
  • Which insight sparked the start (or pivoting) of your business?
  • What are you doing now to fix the problem?
  • What’s your mission?

When you connect your mission to your founding story, you energize and motivate your audience.

Here’s how Chris Winfield defined the four moments in his story:

  • Problem:
    For years he struggled with working too much and never really enjoying his life.
  • Spark of insight:
    In March 2013, a company he had co-founded imploded; and it forced him to take a hard look at his life.
  • How he fixed it:
    He learned that you can change your life gradually—small changes can have a big impact on living a happier, more fulfilling, more successful life.
  • Mission:
    Chris wants to make it possible for everyone he works with to work less, accomplish more, and live life on their terms.

See how the story has the same elements as the BrewDog story?

Life is much messier

Life is an undulating road, full of bends, twists, hills, mountains, valleys, dead-end alleys, and even motorway pile-ups.

But your readers don’t need to know all the details. They don’t want a full resume and they’re not interested in a day-by-day journal either.

It’s your task as storyteller to decide what matters:

  • Describe the 4 key moments and craft your story around them
  • Decide which details help bring your story to life
  • Skip everything that’s irrelevant to understanding the plot

Your story helps readers understand what drives you, who you are, and why you are the person to help them.

That’s how you energize, motivate, and inspire.

How to Craft Your Business Story by Defining 4 Key Moments

PS Thank you to Chuck Doublet of Being a Black Belt of Business for inspiring this post.

Further reading on business storytelling:

5 types of stories you should tell to market your business
7 storytelling techniques for business
How to write a success story, without bragging

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Comments

  1. Adi Reddy Ummadi says

    November 25, 2022 at 11:08 am

    Great storytelling, it will help me to frame my own stories

    Reply
    • Henneke says

      November 25, 2022 at 11:13 am

      Thank you, Adi. Happy storytelling!

      Reply
  2. Durgesh Kesarkar says

    September 3, 2022 at 9:10 am

    Thanks for sharing this blog on writing start-up stories. It has benefitted us to write ours.

    Reply
    • Henneke says

      September 3, 2022 at 10:09 am

      Great. Happy storytelling!

      Reply
  3. Lynne says

    March 31, 2022 at 12:03 pm

    Wow, it’s really a useful guide with enough details for me to write my brand story, but I am not a english native speaker, I am afraid it’s a hard work for me. I will try to write a framework firstly according to your suggestions.
    The story of Martin and James looks quite similar with mine. I was a new mother when decided to start my business: Teaching people gua sha and sell them gua sha tool.

    Reply
    • Henneke says

      March 31, 2022 at 12:54 pm

      I am glad you found it useful, Lynne. I’m a non-native English speaker, too!

      Reply
  4. Mercy says

    November 15, 2021 at 2:57 pm

    This is so helpful and it will go a long way in helping to create a lovely story.

    Thanks

    Reply
    • Henneke says

      November 15, 2021 at 5:36 pm

      Thank you, Mercy. Happy storytelling!

      Reply
  5. Mary-Anne says

    June 21, 2021 at 1:40 pm

    Hi Henneke,

    I am looking for someone to help me write my story. I have a rough outline. Is there anyone here who could assist please

    Reply
    • Henneke says

      June 21, 2021 at 8:55 pm

      Hi Mary-Anne,

      Unfortunately, I’m not available for projects.

      Reply
  6. Chrystal Beckett says

    April 12, 2021 at 5:43 pm

    Thank you for this simple yet inspiring way to help me build my story. It is exactly what I was looking for. This template is perfect and I am sure you have helped and will continue to help so many others.

    Reply
    • Henneke says

      April 12, 2021 at 6:21 pm

      I’m glad you found this template useful. Happy storytelling!

      Reply
  7. Maksuda says

    November 16, 2020 at 11:20 pm

    thank you, its really helpful to understand the 1st step of starting storytelling about my work.

    Reply
    • Henneke says

      November 17, 2020 at 8:50 am

      I’m glad it was helpful, Maksuda. Happy storytelling!

      Reply
  8. Natalie El Hariri says

    September 2, 2020 at 12:53 pm

    Thank you, it is really easier to have examples. It gives simplification.

    Reply
    • Henneke says

      September 2, 2020 at 2:58 pm

      I’m glad you enjoyed the examples, Natalie. Happy storytelling!

      Reply
  9. Marcus Taiwo Adedara says

    May 29, 2020 at 8:33 am

    I have recently listerned to a webinar on creating a founder’s story. all effort to craft the story was not successful but when I saw your examples it looks easy and simple to follow.

    Thank you.

    more to this sample is the desire to tell relatable story in public speaking for 10 minutes.

    Thank you for your insight

    Reply
    • Henneke says

      May 29, 2020 at 12:05 pm

      I’m glad you found these examples helpful. For more in-depth guidance check out the book Do Story: How to tell your story so the world listens by Bobette Buster.

      Reply
  10. Abdul Rasheed says

    April 10, 2020 at 4:08 am

    Really really another great addition from Henneke. I came across Henneke blog a many months before but I had no time in thhose days as I was very busy in my teaching schedule at school & many other places but bookmarked Henneke’s blog now due to Covid lockdown when I”m almost totally free I’m giving a lot of time to Henneke’s writing and learning really a lot. She is an exceptional writer as well as teacher. She knows how to inspire and teach the learners, Thank you Henneke your services for the new and old writers are really great.

    Reply
    • Henneke says

      April 10, 2020 at 9:10 am

      I’m glad you’re enjoying my blog, Abdul. Happy writing!

      Reply
  11. Roxanne Richards says

    April 4, 2020 at 11:50 pm

    Great article, really enjoyed reading it. I never felt I was good at storytelling. You are an inspiration for me. I like how you gave the four pillars to the story. Now I fell as if I could tell a small story.

    Reply
    • Henneke says

      April 5, 2020 at 9:53 am

      Thank you so much, Roxanne. I’m glad you enjoyed this. Happy storytelling!

      Reply
  12. Iacopo says

    February 13, 2020 at 11:34 am

    Thank you Henneke for another blog full of gold.
    We’ve started to apply story telling in our marketing and the response has been fantastic, also thanks to your tips!

    Reply
    • Henneke says

      February 13, 2020 at 1:41 pm

      That makes me happy, Iacopo. Thank you for letting me know. Happy storytelling!

      Reply
  13. Dr. Leonard Chatman Sr. says

    November 20, 2019 at 2:55 pm

    I just finished my PhD in psychology. I was struggling to craft a compelling story of what I do as Industrial-Organizational Psychologist. Finally, found a simple trick of telling my story…Now I feel free, unleashed…time to conquer to world, second thought…first let me tell them who I am (blessings)

    Reply
    • Henneke says

      November 20, 2019 at 3:36 pm

      I’m happy to have helped unleash your creativity. Happy storytelling!

      Reply
  14. Devon says

    September 29, 2019 at 7:25 am

    thank you for the post, I was having writers block getting lost in the details of my story, this quick read and the 4 questions has really helped me to get my story written and published in a short and effective format

    Reply
    • Henneke says

      September 29, 2019 at 7:58 pm

      Great! Thank you for letting me know, Devon. Happy storytelling 🙂

      Reply
  15. Gilbert says

    April 29, 2019 at 8:14 am

    Hi Henneke,

    Thank you for your simplicity, I took time to read two of your lessons here including the one on the 3-act story telling and wow I was helped. I was so helped that I wrote a blog article about our company story within 1hr of trying it with your method.

    Thank you for taking time to help us by sharing your knowledge with us.

    Kind regards
    Gilbert

    Reply
    • Henneke says

      April 29, 2019 at 7:29 pm

      Great! I’m glad to read that my blog posts have helped you write your story. Thank you for sharing.

      Reply
  16. Rhiannon says

    December 2, 2018 at 10:33 am

    Another brilliant & inspirational blog you & Brewdog just makes it so clear how it needs to be done have helped me to rease out & focus on the things that matter. Thanks so much keep up the great work

    Reply
    • Henneke says

      December 2, 2018 at 11:35 am

      I’m glad this post helps you focus on the things that matter. Thank you for stopping by, Rhiannon. I appreciate it!

      Reply
  17. Jill Brennan says

    August 27, 2018 at 6:52 am

    Great article Henneke and I like your examples. I agree telling an engaging story doesn’t have to be complicated or long. Well done! Cute graphic too.

    Reply
    • Henneke says

      August 28, 2018 at 7:23 pm

      Thank you, Jill. I’m glad you enjoyed this article.

      Reply
  18. Mondo says

    August 11, 2018 at 7:18 am

    Very Awesome and Helpful. Had some idea/writers block for my business story. This will help me as I commence with my 1st Draft.
    Giving Thanks!

    Reply
    • Henneke says

      August 13, 2018 at 8:47 pm

      Great. Happy storytelling!

      Reply
  19. Craig says

    January 25, 2017 at 4:18 pm

    Since this is my first time commenting on one of your articles… Let me start by saying that I am a huge admirer of yours (particularly your style of communicating concepts & ideas), and quite often refer to your blog for creative inspiration. ALSO… thanks for your article(s) about metaphors. They have made a tremendous difference in my work.

    I’m currently working on developing a mission statement for a client, and was wondering if you have any recommendations (articles, books, etc) that I may find useful? I understand there’s generally more of a technical difference in developing a mission statement versus an “About Us,” but should the approach be the same?

    Reply
    • Henneke says

      January 25, 2017 at 7:34 pm

      Thank you for your lovely comment, Craig. I think the About us page should include the mission statement I recommend writing mission statements by thinking about who you help with what, and why they would care about it. For instance, I help solopreneurs improve their writing skills and find their voice, so they can connect with their audience and grow their business. You can then play with words and possible shorten it.

      You may find this article by Pamela Wilson useful: http://www.copyblogger.com/define-brand-grow-business/

      Reply
  20. ashley c says

    December 4, 2016 at 8:09 pm

    Really liked this article, thank you. I’m a copywriter and often write ‘about’ pages for clients. I found you initially on copyhackers, then bought your about us ebook which I refer to often 🙂

    Was this post inspired by the hero’s journey? I haven’t studied it but your method in this post sounds similar. Could you suggest any great books/blogs/copywriters/podcasts to help me improve my work? It would be so appreciated coming from a pro like yourself!

    Ashley x

    Reply
    • Henneke says

      December 5, 2016 at 5:44 pm

      That’s lovely to hear, Ashley. Thank you. And yes, this as a simplified version of the hero’s journey.

      Books on copywriting in general? It’s hard to know where to start. On storytelling, you may find Nancy Duarte’s book Resonate useful. It’s written for creating presentations, but the same principles apply to writing blog posts. On copywriting introductions, Cashvertising by Drew Eric Whitman and the Adweek Copywriting Handbook by Joseph Sugarman are both good. My favorite book is Made to Stick by Chip and Dan Heath.

      If you’re looking for other or more recommendations, feel free to drop me an email.

      Reply
  21. Karan Lugani says

    December 2, 2016 at 6:23 pm

    A business story is subtle and that’s what makes the curve as compared to boring straight forward business plans.

    It’s just like the difference in text statistics and infographics. Great Post!

    Reply
    • Henneke says

      December 2, 2016 at 9:14 pm

      Yep, that’s a good way to put it. Thank you for stopping by, Karan!

      Reply
  22. Nicole says

    December 1, 2016 at 2:50 pm

    Drop the mike Henneke!
    Yes, it has taken me a while to wean myself off the comforting conventional ‘blankie’ of (dry) vision and mission statements.
    I agree it all starts with a crafting a great story, telling it (business storytelling) and by the action of telling – inviting others (employees, customers etc) to write the next chapters with you (story-making).
    Cheers for the brainpoke and keep them coming!

    Reply
    • Henneke says

      December 1, 2016 at 9:28 pm

      Ah yes, that’s a nice addition… inviting others to write the next chapters of the story. I like that!

      Always good to see you, Nicole! 🙂

      Reply
  23. Flora M. Brown says

    December 1, 2016 at 2:20 pm

    Henneke,

    Thanks for sharing these steps for business storytelling at just the right time for me. Yay!

    I began offering life story workshops this year and occasionally have attendees who can benefit from learning to tell their business stories as well. Your steps are easy to follow so those who think they can ‘t write will be encouraged. I will now be incorporating business storytelling into my offerings.

    Your illustrations are the perfect touch to support your writing, and distinguish your work
    from all other bloggers. I’d love to learn cartooning to illustrate my writing, but for now dare not add another task/course/project to my overflowing plate.

    Reply
    • Henneke says

      December 1, 2016 at 9:27 pm

      Life story workshops … that sounds wonderful!

      I know what you’re saying about overflowing plates. Isn’t it hard to make choices about what we spend our time on? I find it tricky.

      Happy storytelling, Flora. And thank you for stopping by.

      Reply
  24. Laura Nicole Brown says

    November 30, 2016 at 9:58 pm

    Brilliant post Henneke! I’ve read a lot about business storytelling, but I think your practical steps really nail down the key points to write a great story. When I think of inspirational business stories, they all really do incorporate these elements.

    Reply
    • Henneke says

      December 1, 2016 at 12:57 pm

      What a lovely compliment. Thank you so much, Laura. Thank you for stopping by!

      Reply
  25. Ekwy says

    November 29, 2016 at 12:55 pm

    How awesome to have found this website. I’m struggling to write copy for my products and website. Reading this gives me a very practical how-to. I have a feeling the struggle is over. How did you do that? This from a girl who has read everything on copy. Thank you Henneke. I’ve bought your two books on kindle as I can’t believe my luck! x

    Reply
    • Henneke says

      December 1, 2016 at 12:57 pm

      “I have a feeling the struggle is over.”
      That’s so lovely to hear. Happy writing, Ekwy! And thank you for buying my books 🙂

      Reply
  26. Amandeep Singh says

    November 28, 2016 at 3:00 pm

    When others write, they are merely tips. A lot of jargons that don’t make sense to a layman.

    When Henneke writes, they are nothing but simple actionable tips. Thanks for this post 🙂

    Cheers,
    Aman

    Reply
    • Henneke says

      November 28, 2016 at 8:53 pm

      What a lovely comment. Thank you, Aman. I do try my best to provide easy-to-implement tips 🙂

      Reply
  27. Kitty Kilian says

    November 27, 2016 at 8:13 am

    I don’t know, Henneke. I don’t have a business story – and I don’t want one. And when I think of what yours would be – I get stuck, too.

    For me, the most interesting stories are not in my business at all. For you, the development of your business has gone pretty smoothly too 😉 It is not the most interesting thing about you. Am I misinterpreting your post?

    Reply
    • Henneke says

      November 27, 2016 at 7:42 pm

      I don’t want to suggest that writing a business story is obligatory, but I’ve found that many people want to tell their story, but don’t know how. And a story can add interest to an About page.

      The simple version of my business story would probably cover these four points:

      1. I didn’t think I had any writing talent, and I certainly didn’t consider myself a writer. But in the age of content marketing, I thought I had to learn how to write.
      2. I found out that writing isn’t magic, and that most of us can learn how to write good business content (even me!)
      3. I enjoyed writing and started to share what I learned about writing in guest posts and on my blog here.
      4. I’m now on a mission to help others find their voice, become confident writers, and attract the right audience to their business.

      Things always look smoother from the outside than from the inside 🙂

      Reply
      • Kitty Kilian says

        November 28, 2016 at 7:24 am

        I see. I see. I see.

        Reply
      • Kathie York says

        September 28, 2021 at 4:58 pm

        Yeah … that’s what I was going to say: it may LOOK easy and smooth, but it never is. It’s a lot o’ hard work!

        Reply
        • Henneke says

          September 28, 2021 at 9:03 pm

          Exactly. That’s so true! Thank you for stopping by, Kathie.

          Reply
  28. David Hartshorne says

    November 24, 2016 at 7:17 pm

    Hi Henneke,

    You make everything appear to be so simple! Love the way you deconstructed these messages and showed us how to do the same.

    Thanks for a simple tutorial and the delightful hand-drawn infographic.
    – David

    Reply
    • Henneke says

      November 28, 2016 at 9:45 am

      Happy storytelling, David!

      Thank you for your lovely comment. I appreciate it 🙂

      Reply
  29. Joan Bell says

    November 24, 2016 at 12:15 am

    I forgot to mention how much I adore your drawings Henneke, and now the lettering, just fabulous! Clever, clever lady!

    Reply
  30. Joan Bell says

    November 24, 2016 at 12:08 am

    Once again, Henneke, you have inspired me into action. I was compelled to leave the post to begin writing my new story and was quite surprised and pleased with what I wrote. Sadly it is too long. It did , however give me insights and a realization, so thank you.

    Reply
    • Henneke says

      November 24, 2016 at 9:29 pm

      I love it when you feel inspired to implement my tips! Once you have the draft written, leave it for a day, and then try to see how you can shorten it. It’s usually possible to cut about 25%, sometimes more.

      And thank you for your lovely compliment on my drawing and lettering 🙂

      Reply
  31. Carole Rains says

    November 23, 2016 at 5:33 pm

    Hi Henneke,

    This post totally makes me want to ignore all the other things I had planned for today and start writing a clever business story. Your 4-step method will make it so much easier and fun to craft.

    By the way, if you ever decide to offer custom drawings for purchase I know you’d have plenty of customers from your email list. Like the others mentioned, they are simply adorable.

    Reply
    • Henneke says

      November 23, 2016 at 9:46 pm

      I’m sorry to have messed up your plans for today, Carole 🙂 Happy storytelling!

      Thank you for your lovely compliment on my drawings. My sister has also been telling me to do more with them!

      Reply
  32. Caroline Palmer says

    November 23, 2016 at 5:30 pm

    Thank ewe again for another thought-provoking, and blissfully short and easy to read, article.
    Our business idea came about by accident, since an opportunity for a youth charity was presented to my partner (the shepherd) and his off the cuff remark sowed the seed.
    Roll on a few years, local business people trialled it, liked it and our business was then born.
    Does this genesis count do you feel?

    Reply
    • Henneke says

      November 23, 2016 at 8:07 pm

      Yes, sure. Everything counts. Go for it!

      Thank you for your lovely comment, Caroline. I appreciate it 🙂

      Reply
  33. Antoniya Koleva Zorluer says

    November 23, 2016 at 7:43 am

    Thank you, Henneke, for this post! It’s practical, and it offers simple but powerful framework for telling your story. I love it how you make things simple and just so easy to comprehend 🙂 and the drawing is so much fun as usual!

    Reply
    • Henneke says

      November 23, 2016 at 10:07 am

      Thank you for your lovely comment, Antoniya. I appreciate it! 🙂

      Reply
  34. Shweta says

    November 23, 2016 at 5:40 am

    Insightful, as usual. I am going to use the technique to write business story for my husband’s restaurant business.
    Thanks and keep such posts coming!!

    Reply
    • Henneke says

      November 23, 2016 at 10:07 am

      That sounds great, Shweta. Happy storytelling!

      Reply
  35. Ray K. says

    November 22, 2016 at 9:39 pm

    Perfect timing for this article, Henneke. I am working on this today as part of your copywriting course. The extra clarity here was helpful. Your artistic sketches make it easier to visualize the process.

    Reply
    • Henneke says

      November 22, 2016 at 10:28 pm

      I’m glad you found this one helpful, Ray. Happy Thanksgiving!

      Reply
  36. Bernice says

    November 22, 2016 at 9:33 pm

    Great post. Please keep them coming.

    Reply
    • Henneke says

      November 22, 2016 at 10:12 pm

      Thank you, Bernice. I’m not planning to give up blogging anytime soon 🙂

      Reply
  37. Katharine says

    November 22, 2016 at 9:05 pm

    I love to tell stories and my readers love to read them. However, I will greatly benefit from this breakdown of HOW to tell a story, because sometimes, the flow is missing. Having a few easy-to-remember steps will make all the difference. Thanks so much! So glad for all you do! You are one of my special “thanks” for Thanksgiving, every year. <3

    Reply
    • Henneke says

      November 22, 2016 at 10:11 pm

      You’re on my special “list” of loyal readers who regularly stop by. And I very much appreciate that. Happy Thanksgiving, Katharine!

      Reply
  38. Donna Figel says

    November 22, 2016 at 8:01 pm

    Yes, another awesome article. I was just thinking about my story the other day and was a little stumped, thank you so much for breaking it down to such simple steps. Now I should be able to move forward and create an my awesome story. Love, love your infographic and lettering. Happy Thanksgiving to you as well.

    Reply
    • Henneke says

      November 22, 2016 at 10:11 pm

      That’s great to “hear,” Donna. I love helping people get unstuck. Happy storytelling!

      Reply
  39. Andrew M. Warner says

    November 22, 2016 at 6:37 pm

    Hey Henneke,

    Interesting post. I believe every business has a story as well, it’s just how to tell it — and if it’s successful or not. But even if it’s not successful yet, you can still be inspirational by telling your journey.

    Great stuff here.

    – Andrew

    Reply
    • Henneke says

      November 22, 2016 at 7:18 pm

      Yep, that’s totally true—the story doesn’t need to be about success and doesn’t require bragging about sales growth and famous customers. A story can focus on a simple journey of how you want to solve your customer’s problem.

      Well said, Andrew.

      Reply
  40. Susan McMillan says

    November 22, 2016 at 5:51 pm

    Thank you for another gift of truly useful advice.

    I’m wondering if you have suggestions for when the company story is, well, awkward. For instance, the company started with a wonderful spark 40+ years ago, then fell behind in the industry and is now struggling to claw its way back to relevance.

    Reply
    • Henneke says

      November 22, 2016 at 7:17 pm

      You don’t have to write a complete story—just pick the elements you do want to share. Storytelling doesn’t need to be a year-by-year or event-by-event report, you can just share a few highlights to help explain the company’s mission today. You can start with the beginning (but you don’t have to). what problem did the company want to solve in the beginning? What insight sparked the idea to start a company? Is the company still solving the same problem? What’s changed in the way it solves it? What’s its mission today?

      Reply
      • Susan McMillan says

        December 6, 2016 at 6:13 pm

        I have to return and say thank you again for your advice. We’ve re-written our “History” and it feels much better to me. Not sure if our readers will agree, but I am happier!

        Reply
        • Henneke says

          December 6, 2016 at 6:36 pm

          That’s great to hear. Thank you for stopping by to let me know, Susan. I appreciate it!

          Reply
  41. Sue-Ann Bubacz says

    November 22, 2016 at 5:15 pm

    Henneke:
    An awesome tale to help you tell your own tale.
    I have a million great stories like these, and some super funny ones too…for my first biz…but for my newer freelance writing…hmmmm:0! Better start thinking:)
    Love this one, and hope you have a jubilant weekend, Henneke!
    Sue-Ann

    Reply
    • Henneke says

      November 22, 2016 at 7:13 pm

      I’m sure you can dream up a good story for your biz, Sue-Ann.

      I hope you have a wonderful weekend, too. Happy Thanksgiving!

      Reply
  42. Thuy says

    November 22, 2016 at 4:31 pm

    I love your infographic Henneke!
    Good that you put it at the bottom otherwise I would just spend time looking at it instead of reading the article first 🙂

    Reply
    • Henneke says

      November 22, 2016 at 7:12 pm

      Haha! I hadn’t thought about it that way, I just saw it as a nice way to summarize the post at the end 😉

      Reply
  43. Bob Jones says

    November 22, 2016 at 4:11 pm

    Henneke,
    I just opened your email and read the business storytelling story. And my business story is sketched out on paper and with a little tweaking will be ready to upload to my About page on the website.
    You, my dear lady, are fantastic. As others have said, I also enjoy reading your very simple approach. Simple is contagious and beautiful.
    Wishing you a Happy Thanksgiving. Should you not celebrate, begin a simple Thanksgiving celebration with a few special friends.
    Bob Jones

    Reply
    • Henneke says

      November 22, 2016 at 7:11 pm

      Wow. That’s lovely to hear! Thank you so much, Bob. Happy Thanksgiving to you, too.

      Reply
  44. Kim Johnson says

    November 22, 2016 at 3:39 pm

    Henneke! Your timing could not have been better! I created a page for this when I first started my website (one of the first webpages I ever built). Needless to say it really, really stinks. LOL. I’ve wanted to redo it ever since. In fact, I’ve started and erased a zillion times.

    Those were very simple, and perfect suggestions. You’ve inspired me to make it a goal to have one perfected and done by the end of the week. Thank you SO much! =)

    Reply
    • Henneke says

      November 22, 2016 at 7:10 pm

      What a lovely comment, Kim. Thank you.

      I know the feeling of being stuck with writing something. Not knowing where to start and once you have something, not knowing what is wrong. This is exactly why I like simple “formulas” 🙂

      Reply
  45. Heidi Cohen says

    November 22, 2016 at 3:37 pm

    Henneke– I love how you transformed what is usually a painful soul-searching process into 4 simple steps. Any one can simply answer the questions. Yay! Happy marketing, Heidi Cohen Actionable Marketing Guide

    Reply
    • Henneke says

      November 22, 2016 at 7:09 pm

      Thank you for your lovely comment, Heidi. I appreciate it. I love simplicity—if it’s not simple, I can’t teach it. 😉

      Reply
  46. Deb Pullen says

    November 22, 2016 at 3:29 pm

    Henneke, your artistic drawings give so much flavor of your personality. I always know your blog will be a fun read when I see your illustrations. I appreciate your freedom to be yourself while imparting such rich business insights.

    Reply
    • Henneke says

      November 22, 2016 at 7:07 pm

      Hi Deb, thank you for your lovely compliment.

      It’s taken me quite a few years to accept that freedom and be myself 🙂

      Reply
  47. Edel says

    November 22, 2016 at 3:09 pm

    Hi Henneke,

    I really enjoyed this post- especially the helpful framework to get to the essence of the story.

    I’d love to hear your suggestions on when to use it for maximum impact? An About page? A more creative boilerplate?

    Thanks!

    Reply
    • Henneke says

      November 22, 2016 at 7:06 pm

      Yes, definitely—add it to your About page; and see whether you can re-use it (or parts of it) in other places, like an author bio and social media profiles. Or perhaps even at the start of a conference talk.

      Thank you for stopping by, Edel. I appreciate it.

      Reply
  48. Anita Nelam says

    November 22, 2016 at 3:07 pm

    Excellent post. Thanks Henneke.

    Reply
    • Henneke says

      November 22, 2016 at 7:04 pm

      Thank you, Anita 🙂

      Reply
  49. Bart Schroeven says

    November 22, 2016 at 2:51 pm

    Clear and useful, as usual 🙂

    Many thanks from a devoted fan who hasn’t been commenting a lot lately, for practical reasons, but who does continue to read and appreciate your posts – and who just wanted to let you know that 😉

    Reply
    • Henneke says

      November 22, 2016 at 7:04 pm

      What a lovely comment! Thank you, Bart. I appreciate it 🙂

      Reply
  50. Christian Krauß says

    November 22, 2016 at 2:36 pm

    Wow! This really makes things easier. Thanks once again, Henneke!

    The great thing about this is: If you follow these steps, you automatically have a UNIQUE business story. Because, well, it’s yours. And you can always expand the different “sections”. Start small and come back to it later. That’s what I call actionable. Great!

    Thank you for breaking that seemingly overwhelming process down into these small, comprehensive steps.

    PS: Love the hand-drawn infographic. 🙂

    Reply
    • Henneke says

      November 22, 2016 at 7:03 pm

      Yes, that’s so true… each story is unique, as every story has unique details, even if the story structure is similar.

      I also agree with you, you can expand the story later. For instance, add new problems you had to overcome.

      Thank you for stopping by again, Christian. I appreciate it.

      Reply
  51. Kerstin says

    November 22, 2016 at 1:39 pm

    Hi Henneke,
    I’m the biggest fan of simple. (Goes with my intellect I think). Having just 4 points to concentrate on makes this idea super simple.
    So many startup advisers are bleating on about elevator pitch. I can’t stand it.
    Your idea is so much better. Of course, it’s useful to know your purpose (all the pitch talks about), but having a cohesive story just seems much more genuine.
    Thanks for another fantastic, inspirational post

    Reply
    • Henneke says

      November 22, 2016 at 6:58 pm

      The idea of an “elevator pitch” makes me shiver.

      To appreciate simplicity, you must have a very smart brain 🙂

      Thank you for your lovely comment, Kerstin!

      Reply
  52. Jean-Christophe Lavocat says

    November 22, 2016 at 12:51 pm

    You sparked the desire for me to write up my Business Story. I never think of it as something interesting, but you changed my mind about it.
    I’ll try to have it done by the end of the week.

    Reply
    • Henneke says

      November 22, 2016 at 6:57 pm

      Yay! That’s great to hear. Happy writing, Jean-Christophe! 🙂

      Reply
  53. Charles Doublet says

    November 22, 2016 at 12:25 pm

    Henneke,

    As usual, you take difficult issues and break them down into easy-to-do steps. I love your ability to break through the gobbledygook-filled jargon, that you find on other sites, down to the simple core.

    I also have noticed that you’ve really been having a lot of fun with your drawing, they are getting much more rich in detail, vividness and complexity. Do you use old-school paper and pencil, or a tablet?

    I am “Apple-allergic” but I may have to bite the bullet because I continually read the reviews that the iPad Pro is the best tablet for drawing and you’ve inspired me to also pursue my creative drawing muses.

    Thanks again,
    Chuck

    Reply
    • Henneke says

      November 22, 2016 at 6:56 pm

      I’m totally old-school. I have a sketchbook, ink, a nib, and colored pencils. In this case, for the lettering, I used a Promarker and a black Micron pen.

      I used to think I’d first learn how to draw the old-fashioned way, and then I’d switch to using a tablet. However, I love my colored pencils so much, I don’t really feel like switching. I briefly tried the Fifty-Three stylus for iPad, but I didn’t persevere with it. I like the real feel of paper and pencils 🙂

      Thank you for inspiring this blog post, Chuck!

      Reply
  54. Kathy says

    November 22, 2016 at 12:25 pm

    Love, love, love this. (And the hand lettering is fantastic, btw!)

    The story at the start makes a great point. We often think the only way to stand out is through some extreme act of bravery, but a story that connects is, in many ways, far more powerful long-term. And the four points to create the story makes it very doable. Thanks Henneke! (Did I mention how much I love the graphic?) 😀

    Reply
    • Henneke says

      November 22, 2016 at 6:53 pm

      Yeah, you know, that story surprised me, too. I started writing it and it was going somewhere else in my mind, and then at once, I saw the clue that bravery isn’t required. Funny how that can work for even such a super-short story, isn’t it?

      And I agree, a simple story is surprisingly powerful, and we can just be ourselves—just pick the most important points.

      Thank you for your lovely comment, Kathy!

      Reply
  55. Alison Beere says

    November 22, 2016 at 12:22 pm

    Wow!
    You had my attention from ‘just 4 key points’! And then your craft beer example is a winner because it showcases such evocative language.

    I’m off to audit the business story on my website according to ‘the Henneke method’.

    Thank you ?.

    And another awesome illustration – fantastic lettering ✏️

    Reply
    • Henneke says

      November 22, 2016 at 6:51 pm

      I love the example of the craft beer as it’s so simple and yet so powerful.

      Thank you for your lovely comment, Alison. I’ve enjoyed playing around with lettering! 🙂

      Reply

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