Why Storytelling Still Matters in Business

“Every day you’re writing a new chapter in your business.” I said this during a recent workshop, and someone repeated it back to me.

It’s one of those phrases that just rings true. Whether you’re starting out, scaling up or reshaping things after a wobble, the choices you make each day, the people you meet, the stories you tell, the values you stand by, they’re all part of your business story.

And I believe more of us should see it this way.

People connect with people. We know that. But in business, it’s easy to forget. We get wrapped up in strategy, sales, and doing all the ‘right’ things, but the story behind it all gets left out. Your story is what sets you apart.

When I delivered my AD:VENTURE workshop on ‘PR and Storytelling for Business Success’ at Leeds Civic Hall this week, that was the golden thread running through it.

Your story is a key part of how you connect, build trust and grow.

And no, it doesn’t need to be polished or perfect. It just needs to be you.

This month has felt like a bit of a chapter turn for Sophie Seddon PR.

I’ve delivered more training through AD:VENTURE and the Mid Yorkshire Chamber of Commerce (MYCC), sharing ideas and receiving some lovely recognition along the way.

From being interviewed for the MYCC Expo to being featured in Yorkshire BusinessWoman, thanks to the brilliant Roth Read Photography and Thicket Priory.

All of that has reminded me just how important it is to show up and keep sharing your story, not just when things feel slick, but when they’re raw, honest and in progress.

So how do you do it? How do you write that next chapter with intention?

Here’s what I often share in workshops and client sessions.

Know what matters to you. Your values are your anchors. They shape your tone, your decision, and how you show up, especially when things get tough.

Don’t just talk about the what, share the why. From posting on LinkedIn, chatting to a client or customer, to delivering a pitch, the why behind what you do is what makes it stick.

You don’t have to shout to be heard. You don’t need to be the loudest voice. Quiet confidence, clarity and consistency go a long way.

Keep showing up, even when it feels messy. Not every chapter is shiny. But even the wobbly ones are part of your story. Keep writing. Keep telling it.

If you’re sitting here thinking, ‘I don’t have a story,’ ‘mine’s not good enough,’ or ‘no one wants to hear from me,’ let me gently challenge that.

You do. And they do. You may just need help shaping it, sharing it, or saying it with a bit more confidence.

That’s what I love doing. Through workshops, one-to-one coaching, crisis comms, or good old-fashioned copywriting.

So if you’re ready to turn the page or write a stronger chapter, I’m here for it.

Let’s make it a good one.

Sophie