By John Geraci
In today’s fast-moving, hyper-connected world, most people are drowning in content.
Emails. Ads. Notifications. DMs. Meetings. AI-generated everything. We’re all moving a mile a minute, bombarded from every direction—and constantly deciding what to pay attention to and what to ignore.
So if your story isn’t landing, it’s not because storytelling doesn’t work.
It’s because you’re telling the wrong kind of story.
Let’s fix that—fast.
Why Stories Matter More Than Ever
Business storytelling isn’t just a trendy communication tool—it’s one of the most powerful ways to break through the noise.
Why? Because people don’t resonate with bullet points. They don’t connect with “solutions.” They connect with people.
As I often say:
“People resonate with a story. But in order for the story to be powerful, it has to be about an individual—with struggles—that the person you’re talking to can relate to.”
It’s not enough to explain what your company does. Or how your product works. Or how much you’ve helped others.
You need to show a human being, facing a challenge, who ultimately finds meaningful transformation—because that’s the emotional hook your audience is waiting for.
They want to feel something.
They want to see themselves in the story.
And they want to believe that the change your hero experienced is possible for them, too.
That’s what inspires action.
That’s what drives trust.
That’s how real engagement begins.
The Mistake Most People Make
Most business stories fall flat because they’re too high-level and too safe.
You talk about a client. You mention an outcome. But there’s no real emotion. No specific detail. No struggle.
In our race to communicate quickly, we rely on asynchronous messages, one-liners, or slick presentations that make us sound great—but they don’t actually connect. Because no one’s leaning in to hear about a win that seems effortless or a journey that feels vague.
As I’ve seen time and time again:
“People are sending a lot of surface, asynchronous messages about how great they are, but you don’t have time to really talk to people in a way where you bond and connect.”
If your story isn’t grounded in something real—a real person, a real problem, and a real breakthrough—your audience tunes out.
The Fix: Transformational Listening
The key to telling better stories isn’t better writing. It’s better listening.
Before you can tell a story that moves people, you need to understand who you’re talking to and what they care about. That means slowing down, asking meaningful questions, and tuning into the emotions beneath the surface.
I call this transformational listening.
“The deeper you understand someone, the more effective you’re going to be at telling a story that can inspire them to change.”
You need to understand what keeps your audience up at night. What they’re frustrated by. What they’re hoping for. When you really get them, your story becomes a mirror—reflecting their journey back to them in a way that feels personal and compelling.
That’s the difference between a forgettable message and a moment that moves someone.
Where Technology Fits In (and Where It Doesn’t)
Now, don’t get me wrong—AI and productivity tools matter. We should be learning how to prompt better, automate what we can, and work more efficiently.
But AI can’t replace human connection.
The future belongs to those who can blend the hard skills of technology with the soft skills of empathy, communication, and storytelling. The ability to build trust, foster change, and inspire people through narrative—that’s what sets you apart.
“Without the soft skills of human connection and storytelling, we don’t think it’s going to be effective.”
Data may get someone’s attention. But story?
Story wins their heart.
Final Thought: Make It Human
If your stories aren’t landing, it’s not because you need a better pitch. It’s because you need a deeper connection.
So here’s your challenge: stop playing it safe.
Stop rushing the message.
Stop talking about people and start talking to them.
Understand their struggles. Listen deeply. And tell stories that reflect something real—something vulnerable, emotional, and true.
That’s how you rise above the noise.
That’s how you earn trust.
And that’s how you move people to change.
