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Do people really buy into this whole storytelling angle?

Where’s the evidence that people really buy into this whole storytelling angle?

Storytelling has become a buzzword in recent years, especially in the world of business and marketing. Many professionals advocate for using storytelling as a powerful tool to engage, inspire and persuade audiences. Our own C4C Career Coach says, however, some skeptics may question whether storytelling is just a passing trend, or if there is concrete evidence to back up its effectiveness. In this article, we will explore the evidence behind storytelling and its impact on consumer behavior.

As explained by our resident career coach, storytelling has been a fundamental part of human communication since the beginning of time. Stories have been used to pass down knowledge, convey cultural values, and share experiences across generations. Today, stories are still a powerful tool for communication, and businesses have started to recognize their potential to connect with audiences and build brand loyalty.

“The human brain is a story processor,

and many times we experience our lives as if we’re inside of a story.”

– David JP Phillips


Studies have shown that storytelling can have a significant impact on consumer behavior.

The career coach introduced research conducted by Headstream, that stated people are 22 times more likely to remember a story than they are to remember a list of facts. This means that stories can be a highly effective way to convey information to an audience in a way that resonates with them.

Moreover, storytelling has been shown to activate various parts of the brain, including the sensory cortex, which is responsible for processing sensory information, and the frontal cortex, which is responsible for decision-making and problem-solving. When people are engaged in a story, their brain is firing on all cylinders, making them more receptive to the message being conveyed.

“There’s always room for a story that can transport people to another place.” 

– J.K. Rowling


There have been several studies conducted that demonstrate the effectiveness of storytelling in various contexts.

The C4C career coach offered some examples:

One study conducted by Edelman and LinkedIn found that storytelling can be particularly effective in building trust with potential customers. The study surveyed over 1,200 business decision-makers and found that 63% said that they would be more likely to remember a company if it shared a compelling story, while 44% said that they would be more likely to buy from a company that shared a story that resonated with them.

Another study, conducted by the Corporate Executive Board, found that storytelling can be an effective way to motivate employees. The study surveyed over 4,000 employees and found that those who were exposed to stories about their company’s purpose and values were more engaged and more likely to stay with the company long-term.

A study published in the Harvard Business Review found that storytelling can be particularly effective in persuading people to change their behavior. The study found that people are more likely to change their behavior when they are emotionally engaged, and that storytelling is a powerful way to create this emotional connection.

Other research has found that storytelling can be an effective tool for building brand loyalty, creating a sense of community, and fostering innovation within organizations.

As our career coach demonstrated through these studies, using storytelling can be a powerful tool for communication and engagement. Whether you are looking to market a product, persuade an audience, or simply share information, incorporating storytelling into your approach may increase the impact and memorability of your message.

While the effectiveness of storytelling can be difficult to measure in a quantitative way, there is a growing body of evidence that suggests that it can be a powerful tool for achieving business and marketing objectives. Whether you are trying to build trust with potential customers, motivate employees, or persuade people to change their behavior, storytelling is a technique that is well worth exploring. A career coach can help you develop your storytelling skills and use them to achieve your career goals.

“There is no greater agony than bearing an untold story inside you.”

– Maya Angelou


A career coach can be an invaluable resource when it comes to developing your storytelling skills for career development.

Here are some ways a career coach can help:

Identifying your key stories:

A career coach can help you identify the experiences and achievements that are most relevant to your career goals and can be used to showcase your skills, values, and strengths. They can work with you to craft concise and memorable narratives that effectively convey your message.

Refining your delivery:

Telling a good story is not just about the content – it’s also about the delivery. A career coach can help you practice your storytelling skills, such as voice modulation, pacing, and body language, to enhance the impact of your stories.

Developing your personal brand:

A career coach can help you use storytelling as a tool for building a strong personal brand. They can help you craft a narrative that showcases your unique strengths and experiences and sets you apart from others in your field.

Preparing for interviews:

Job interviews are a great opportunity to showcase your storytelling skills. A career coach can help you prepare for interviews by identifying the stories that are most relevant to the job and practicing your delivery.


Storytelling is a powerful tool for building connections and networking. A career coach can help you develop a repertoire of stories that can be used in networking situations and teach you how to deliver them in a compelling and memorable way.

Providing feedback:

One of the most valuable things a career coach can do is provide feedback on your storytelling. They can help you identify areas for improvement and suggest ways to make your stories more effective. This can be especially helpful when preparing for job interviews or networking events, as you want to make sure your stories are impactful and engaging.

Building confidence:

For some people, telling personal stories can feel uncomfortable or even daunting. A career coach can help you build your confidence and overcome any self-doubt you may have about sharing your personal experiences. They can also provide guidance on how to tailor your stories to different audiences, so you can feel confident in any situation.

Incorporating storytelling into your career strategy:

Storytelling is not just a skill you can use in interviews or networking events – it can also be incorporated into your overall career strategy. A career coach can help you think strategically about how to use storytelling to achieve your career goals, such as by creating a compelling personal brand or developing a powerful elevator pitch.

Helping you stand out:

In today’s competitive job market, it’s important to find ways to stand out from the crowd. A career coach can help you use storytelling to differentiate yourself from other job candidates or professionals in your field. By crafting a unique narrative that showcases your strengths and accomplishments, you can make a lasting impression on potential employers or clients.

Incorporating storytelling into your resume and online presence:

Storytelling can be incorporated into many aspects of your career, including your resume and online presence. A career coach can help you identify the stories that are most relevant to your career goals and show you how to use them in these contexts. This can help you create a more engaging and memorable representation of your professional brand.


“Facts tell, stories sell.”

– Unknown



Overall, the evidence suggests that storytelling can be a highly effective tool for businesses and marketers looking to engage with their audiences and drive consumer behavior. While some may still be skeptical, the numbers speak for themselves.

People remember stories far better than they remember facts, and when they are engaged in a story, their brains are more receptive to the message being conveyed. As the world of business continues to evolve, it’s likely that storytelling will become an even more important part of the marketing landscape.

A career coach can help you develop the skills and confidence to use storytelling effectively in your career development. With their guidance, you can craft a compelling narrative that showcases your strengths and accomplishments and helps you achieve your career goals.


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Coaching 4 Companies – Your premier executive coaching service


We are a young, vibrant, and diverse executive career coaching group, with the operation registered in 2019, however, the formation was a 45-year career lifetime in preparation. During that period our founder Wayne Brown observed and worked with leaders of all levels in organizations across industries and cultures globally.

Based on that exposure, our company has intentionally set out to support those practicing the art and science of leadership – or as often referred to, “Executive Talent.” These are people who acknowledge that they are not experts. They are open to opportunities for continued growth and carry the desire for learning what is needed to become a success in today’s complexity and uncertainty.

To this end, we have purposely structured our company and engaged with associates in strategic global locations, so that we are able to provide the full suite of transformational executive career coaching, facilitation, and education support required.



  1. Edelman and LinkedIn. (2015). The Impact of Content on the Professional Journey.
  2. Corporate Executive Board. (2012). The Business Case for Purpose.
  3. Denning, S. (2011). The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative. Jossey-Bass.
  4. Simmons, A. (2016). The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains. Forbes.
  5. HBR Staff. (2014). Why Your Brain Loves Good Storytelling. Harvard Business Review.

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