2 min read
5 Qualities of a Great Business Storyteller

In the world of business, storytelling can be a powerful tool for connecting with customers, employees, and investors. But what makes a great business storyteller? Here are  five essential qualities that can help you craft compelling narratives that resonate with your audience.


Authenticity is the foundation of great storytelling. A great business storyteller is true to their own voice and experiences, which makes their stories more relatable and genuine. When crafting your stories, focus on what makes you unique and tap into your personal experiences to make a deeper connection with your audience.

Coaching Points

  • Use personal experiences and anecdotes to connect with your audience on a deeper level.
  • Don't be afraid to share your vulnerabilities or failures – these can make your stories more relatable and inspiring.
  • Avoid trying to mimic someone else's style or approach – find your own unique voice and let it shine through in your stories.

Emotional intelligence

A great business storyteller has a deep understanding of emotions and how to use them to connect with their audience. They know how to elicit emotions such as empathy, excitement, or inspiration in their listeners. Emotional intelligence is key to crafting stories that truly resonate with your audience and inspire them to action.

Coaching Points

  • Consider the emotional state of your audience and tailor your stories to their needs.
  • Use storytelling techniques such as vivid imagery, metaphors, or suspense to create an emotional connection with your audience.
  • Practice active listening and empathy to better understand your audience's emotional state and respond accordingly.


A great business storyteller is able to convey complex ideas in a clear and concise way. They use simple language and avoid jargon or technical terms that might confuse their audience. A clear and simple message ensures that the audience can easily understand and remember the key takeaway from the story.

Coaching Points

  • Keep your stories simple and to the point, avoiding unnecessary details or tangents.
  • Use concrete examples or metaphors to illustrate complex ideas in a clear and memorable way.
  • Practice summarizing your key message in a few simple sentences to ensure clarity and focus.


A great business storyteller is adaptable and able to adjust their style to suit their audience. They understand that different audiences have different needs and preferences, and they adjust their stories accordingly. They may change the tone, pacing, or even the content of the story to better resonate with the audience.

Coaching Points

  • Pay attention to the needs and preferences of your audience and adjust your storytelling approach accordingly.
  • Experiment with different tones, pacing, or content to see what resonates best with your audience.
  • Be open to feedback and willing to adjust your approach based on what you learn from your audience.


Practice makes perfect, and the same is true for storytelling. Great business storytellers have honed their craft through years of practice and experimentation. They know what works and what doesn't, and they are constantly refining their approach. Even if you're a natural storyteller, practice is essential to developing your skills and becoming a great business storyteller.

Coaching Points

  • Set aside time each week to practice your storytelling skills, whether it's in front of a mirror, with a friend, or in a formal setting.
  • Record yourself telling stories and review the footage to identify areas for improvement.
  • Seek out feedback from colleagues, mentors, or trusted friends and use it to refine your approach.

Great business storytellers possess authenticity, emotional intelligence, clarity, adaptability, and a commitment to practice. By developing these qualities and honing your storytelling skills, you can become a powerful communicator and inspire your audience to action.