By John Geraci, CI2 Advisors
In today’s noisy world, stories have become our best shot at being heard.
We’re all navigating a barrage of messages every day—emails, alerts, social posts, video calls, texts. In the middle of that digital chaos, most communication barely registers. But occasionally, a story cuts through. It lands. It lingers. It moves someone to act.
The reality is, not all stories do that. Some stories create clarity and momentum. Others—just as well-intentioned—are met with blank stares or polite nods before fading into the background.
So what’s the difference?
Why do some stories inspire meaningful action, while others get ignored?
At CI2 Advisors, we’ve studied this question closely. And the answer always comes back to one thing: relevance rooted in human connection. When stories are built on deep understanding—of the listener, of the challenge, of the change being asked—they activate something powerful. But when they’re too surface-level, self-serving, or misaligned with the moment, they disappear like background noise.
People Don’t Just Hear Stories—They Feel Them
One of the key principles we teach at CI2 Advisors is that storytelling isn’t about impressing people. It’s about connecting with them.
That connection only happens when your listener sees themselves in the story. They need to relate to the character. They need to recognize the struggle. And most importantly, they need to believe that the change in the story is possible for them too.
As I often say when coaching executives and teams: storytelling is not just a delivery tool—it’s a permission structure. You’re giving the other person a vision of what change could look like. Not in the abstract, but in human, emotional terms.
But here’s the trap: if your story isn’t anchored in their reality, it won’t inspire. It might be interesting, but it won’t be transformational.
Great Stories Start with Real Struggles
Here’s what many people get wrong when they tell stories in business: they skip the hard part.
They talk about the win, the innovation, the great outcome—but they gloss over the messy middle. The failure. The uncertainty. The tension.
But that’s the part people connect with. The best stories begin in places of struggle—because struggle is where people find themselves most often. If the story skips straight to the solution, your audience can’t engage. They don’t see how you got there. It doesn’t feel real.
That’s why I always remind leaders: if you want people to believe in the possibility of change, show them the friction first. Let them sit in the challenge with you before leading them out.
Because without the struggle, the solution doesn’t matter.
Inspiration Requires Relevance, Not Just Relatability
There’s a difference between telling a story that someone likes and telling one that actually changes their perspective.
Relatable stories might get nods. Relevant stories change behavior.
Relevance happens when the story connects to a real, urgent challenge the listener is facing. That requires you to understand not just what someone is saying—but what they’re really struggling with.
And that’s where transformational listening comes in.
At CI2 Advisors, we teach leaders that the most impactful storytelling always starts with listening. We can’t tell meaningful stories if we haven’t first taken the time to deeply understand our audience. Not just their job title or company history—but what they care about. What’s pressuring them. What they’re afraid to say out loud.
The deeper your understanding, the more targeted your story can be. That’s what moves people—not clever language, but felt relevance.
Most People Are Telling the Wrong Kind of Stories
We see this all the time in the work we do. Well-meaning professionals share stories that don’t land, because they fall into one of a few common categories:
1. The Highlight Reel
This is the story that focuses only on the victory. It’s meant to inspire, but it often feels distant or self-congratulatory. Without showing the path to get there—including the obstacles—it’s hard for the audience to see themselves in it.
2. The Generic Parable
This story is meant to illustrate a point, but it lacks specificity. It could apply to anyone, which means it feels like it belongs to no one. Details matter. Real names, real stakes, real context.
3. The Entertainer
It’s funny. It’s engaging. But it doesn’t go anywhere. Stories that entertain without leading to action are missed opportunities—especially in high-stakes moments.
To inspire change, stories need to have purpose. Not just emotional appeal, but strategic direction. The listener should come away not only feeling something—but feeling called to something.
You Can’t Move People You Don’t Understand
The foundation of every great story isn’t delivery—it’s empathy.
And empathy comes from slowing down long enough to understand someone else’s world. But that’s increasingly difficult today. We’re all busy. We’re bombarded with messages. And we’re racing to stay ahead of a constantly shifting landscape—especially with the rise of new technology and AI-driven productivity.
That’s part of the tension we talk about at CI2 Advisors: the faster the world moves, the more valuable deep human connection becomes.
And connection isn’t built through perfectly worded emails or AI-generated talking points. It’s built through real conversations. Through curiosity. Through listening not just to respond—but to truly understand.
Once you have that understanding, the right story becomes obvious. Because it’s no longer about what you want to say—it’s about what they need to hear.
Soft Skills Are Becoming the Hard Edge
While the business world rightly invests in hard skills—like AI literacy, data fluency, and process optimization—what often gets overlooked is that none of those things move people.
You still need a way to connect, to persuade, to lead.
That’s why the leaders who thrive in the next decade won’t just be the most technically proficient. They’ll be the ones who combine technical strength with emotional intelligence. The ones who can build trust. Hold space. Tell stories that drive action.
Because human connection is not a “nice to have”—it’s the differentiator.
Especially when everything else is being automated.
Crafting Stories That Inspire
If you want your stories to move people, ask yourself these questions first:
Who is my listener—and what are they really facing?
What’s the tension in their world right now?
What story from my own experience shows a similar struggle?
How did that story end—and what changed because of it?
What do I want the listener to do, feel, or believe after hearing it?
The best stories don’t just entertain. They illuminate a path forward. They show that change is possible—and worth it.
When you do that, you earn more than attention. You earn trust. And trust is what creates action.
Final Thought: Good Stories Connect—Great Stories Move
The business world doesn’t need more polished presenters. It needs more honest communicators—leaders who aren’t afraid to talk about the hard parts, to reflect the truth, to model vulnerability, and to build belief.
So if you’ve ever told a story that fell flat, don’t write off storytelling as a gimmick. Write it off as a missed opportunity to go deeper. And next time, start not with what you want to say—but with what your listener is really facing.
Then tell the story that brings them forward.
That’s how you inspire action.
At CI2 Advisors, we help leaders and teams develop the communication, listening, and storytelling skills that drive real change. If your team is ready to move from transactional communication to transformational leadership, let’s talk.
