11 Business Storytelling Insights

Douglass and Lisa-Marie Hatcher
2 min readApr 29, 2021

These are 11 insights we’ve shared over the years in our business storytelling workshops. Which ones resonate with you?

1️⃣ If data is the new oil, then the stories we tell are the new refineries that convert raw data into something meaningful, useful, and valuable.

2️⃣ An object is just an object until someone gives it meaning. Description doesn’t create meaning. It creates information. Storytelling creates meaning.

3️⃣ People don’t want less content. They want better content.

4️⃣ Anything that takes time and attention away from you and your brand is now a competitor.

5️⃣ Failure to make your brand meaningful is now an existential threat.

6️⃣ Storytelling is the only discipline built to get people to spend more time and pay greater attention.

7️⃣ There’s no such thing as paid attention. It has to be earned.

8️⃣ Consumers expect content worthy of their attention.

9️⃣ The only sure-fire way to know your communication has in fact worked is whether you’ve successfully converted attention into action.

1️⃣0️⃣ The greatest power exerted by consumers of content is the power to allocate attention.

1️⃣1️⃣ In storytelling, it’s not about you. It’s about your audience. You’re the mentor. Your audience is the hero.

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Douglass and Lisa-Marie Hatcher

We help busy solopreneurs create better content faster, so they can spend less time marketing and more time monetizing what they love.