How Storytelling Builds Trust in Business

My dad spent his career as a Pedodontist, treating children from infancy through early adulthood. 

Part of his job was to inspire and motivate the kids that were his patients. And part of his job (potentially a bigger part) was motivating and inspiring their parents to encourage good oral hygiene habits at home. 

In doing so, he discovered (and taught me) some important lessons. Including this: people won’t change until they come to the decision to change on their own. And how do people come to the decision to make a change? They see themselves in the story. Their role in their child’s health. Their own oral hygiene decisions and behaviors. 

In business, facts and data can only take you so far. Stories, on the other hand, connect people on an emotional level. They influence decisions, inspire trust, and leave a lasting impression. Whether you’re selling a product, pitching a service, or presenting to colleagues, the story you tell can be the difference between success and mediocrity.

Think about the presentations that have truly stuck with you. Was it the charts and slides that captured your attention? Often, it’s not. It’s the story—the narrative that humanizes the information and makes it relatable. Our brains retain stories far more effectively than isolated facts because they create emotional connections and put faces and feelings to experiences.

Take the story of my son, Henry, who ran for Student Council treasurer. 

While other candidates listed promises like “longer recess” or “pizza parties every Friday,” Henry shared a personal story: how on his first day of first grade, he got lost and how his Kindergarten teacher, Ms. Cruz, helped him feel safe. He connected that memory to his deep appreciation for his school and his commitment to give back. 

This story made his peers trust him, relate to him, and ultimately vote for him. 

Henry wasn’t just selling himself—he was sharing a story that built trust and meaning for his audience.

Everywhere you look—ads, presentations, classrooms—stories are being told. 

When you master the art of storytelling, you can use it to influence, inspire, and build trust. A good story isn’t just a sequence of events; it illuminates meaning, resonates emotionally, and shows your authenticity.

Whether in business, leadership, or personal interactions, your story is one of your most powerful tools. By understanding and applying storytelling principles, you can build trust, connect with your audience, and make your message unforgettable.

Ready to craft a story that builds real trust?

Book a Free Storytelling Discovery Call today and learn how to shape your message with confidence, clarity, and impact.

BOOK A FREE STORYTELLING DISCOVERY CALL