Why Storytelling Still Wins In Business
Storytelling isn’t a nice-to-have. It’s one of the most powerful tools you can use to cut through noise, capture attention and actually make your message stick. Think about the last presentation you remembered a week later. Chances are, it told a story. One with purpose, feeling and a clear message.
Research backs this up. People typically remember only a small fraction of factual slides. But stories? They stick with us. One study showed audiences retained as much as 70 per cent of a story-based presentation, compared to as little as 10 per cent when it was all facts and figures.
This shift in how people consume information has huge implications for business. Companies using storytelling techniques are far more likely to influence decision-making and drive results. It’s especially true when data is involved. Presenting stats through a story lens helps people understand, remember and act.
At Presentation Experts, we’ve helped organisations of all sizes transform their slides by putting narrative first. And in business and marketing circles, strong storytelling doesn’t just engage audiences. It builds links, earns trust and reinforces credibility.
So, how do you tell better stories when you present? These five tips will help.
1. Start with the why and lead with purpose
Before you write a single slide, get clear on your reason for presenting. What’s the big idea? Why does it matter to your audience? And what do you want them to take away?
This is where clarity beats cleverness. Strip things back to one sentence. Something simple and honest. Whether it’s “We believe this strategy will grow revenue faster” or “This new process will save us time,” your ‘why’ sets the tone for everything that follows.
When brands get this right, it shows. Think of how Apple focuses on empowering creativity or how TOMS links every shoe purchase to social impact. They’re not just selling. They’re starting with meaning. Your presentation should do the same.
2. Build a story that moves
Forget bullet-point slides and dry data dumps. Great presentations take people on a journey.
Start by drawing your audience in. Show them a challenge they recognise. Then walk them through the tension or problem. Finally, offer a solution. It might be your idea, your product or simply a new perspective. The key is to guide them from where they are now to where you want them to be.
It’s the same technique screenwriters and novelists use, and it works in business too. Whether you’re pitching to investors or briefing a client, people respond better when you tell them a story rather than recite a list.
Short on time? Try the six-word story trick: “Struggling team. New tool. Targets smashed.” It’s a great way to keep things simple and emotionally clear.
3. Use design to stir emotion
Design is more than decoration. It’s part of how your story comes across.
Every colour, image and word on screen should support the feeling you want to create. If you’re talking about growth, use warm, optimistic visuals. If you’re showing a problem, don’t be afraid of stark, striking slides. Your choices should match the tone of your story.
And remember, less is almost always more. One strong image will speak louder than a cluttered slide. Aim for clarity over cleverness. Big ideas need breathing room.
Also, think mobile. A growing number of presentations are viewed on phones or tablets, especially in sales or investor contexts. Make sure your design holds up on smaller screens by keeping text large and layouts clean.
4. Let data tell a story, too
Data can make or break your presentation. Use too much, and it becomes overwhelming. Use it well, and it adds weight to your message.
The trick is to treat numbers as characters in your story. Don’t just show them. Explain what they mean. Why does a 20 per cent increase matter? What’s the real-world impact of that dip in engagement?
Keep charts simple. Highlight one key insight per slide. And whenever possible, visualise the data in a way that makes the outcome obvious. Think before and after graphs, colour-coded trends or real-world comparisons.
A recent survey found that most professionals work with data weekly, but a large number don’t feel confident interpreting it. So by guiding your audience through the story behind the numbers, you’re not just informing them. You’re helping them feel smarter and more empowered.
5. Deliver it like it matters
The best slides in the world won’t land if the delivery falls flat. This is where presence, pacing, and tone come into play.
Start by ditching the script. Know your story well enough that you can talk it through with ease. This doesn’t mean winging it; it means understanding your message so clearly that you can speak naturally.
Pay attention to rhythm. A well-timed pause can do more than a flashy animation. It gives people space to absorb your point. Change your pace when you hit a big moment. Soften your tone when you want something to resonate emotionally.
And don’t underestimate body language. Even if you’re presenting virtually, the way you move, breathe, and make eye contact shapes how your message is received.
Public speaking coaches often say, “It’s not what you say, it’s how you make people feel.” That’s true on stage, in the boardroom, and in every pitch.
Final Thoughts: Let Your Story Do The Heavy Lifting
Presentations aren’t about showing everything you know. They’re about helping your audience understand what matters.
A good story makes your ideas more memorable. It gives people something to care about. Something they can pass on. And something that moves them to act.
So next time you open PowerPoint or Google Slides, start by asking: what’s the story here? Why does it matter? And how can I make people feel it?
Because when you lead with meaning and deliver with care, your slides stop being slides. They become stories worth sharing.
