Are You Telling the Stories That Sell Your Values?
Why storytelling is the missing link in turning values into commercial advantage
The Stories Customers Never Hear
A few months ago, I had a first introductory call with the CEO of a very successful family business.
Before our call, I had looked through their website. It gave me the basics - what they did, the industries they served - but nothing much about their values. Nothing that made them stand out.
Then the CEO started talking.
He shared how the business had reacted rapidly to market changes, developing new products and services that made a real difference to their customers. He told me about innovations that saved clients time and money. He gave example after example of how they had outperformed competitors and delivered unique value. And he shared customer feedback that was glowing, powerful, and heartfelt.
These stories were gold. They showed me the business’s values in action. They brought the culture to life. They made me see - and feel - why they were different.
But here’s the problem:
Their values weren’t even listed on their website.
None of these stories appeared there either.
If I had been a potential customer looking at their website, I would have known none of this.
And this isn’t unusual. Many family businesses are sitting on a treasure trove of stories that showcase their values and culture - but they aren’t telling them. Often it’s down to modesty, a reluctance to “blow their own trumpet.” But the result is the same: a massive competitive advantage left untapped.
Why Storytelling Matters
👉 Data informs. Stories inspire. 👉 Strategies explain. Stories connect.
Stories are how customers, employees, and even investors truly understand and remember your values. They make people believe in you, buy from you, and stay with you.
For employees, stories turn abstract values into real behaviours to model.
For customers, stories make your culture tangible and trustworthy.
For markets, stories are the most powerful differentiator you have.
Without stories, your values remain words on a wall. With stories, they become visible, memorable, and commercially powerful.
The Most Common Storytelling Gaps
Storytelling is one of the biggest untapped opportunities for sales and profit growth that I see in family businesses today.
Here are the most common mistakes I see:
Generic “About Us” pages that list values like “quality and service” but don’t back them up with examples.
Hiding behind data instead of telling the human stories of impact and change.
Leaders and sales teams not equipped to share stories - relying only on marketing to do it.
Treating storytelling as optional rather than a critical driver of sales and loyalty.
The result? Customers don’t see the full value you bring. Employees lose the emotional connection to why their work matters. And competitors who tell better stories steal the spotlight - even if your offering is stronger.
Practical Prompts
Ask yourself:
Can every leader in your business share a compelling story about your values in action?
Do you actively collect and share customer stories — not just testimonials, but real, lived experiences?
Do you sales teams use stories as part of their sales presentations to highlight what makes your offering unique and valuable?
Do your recruitment campaigns highlight the people and the stories that make your culture unique, or just job specs and benefits?
When you present your strategy, do you include stories that make people feel why it matters?
If the answer is no, you’re leaving opportunity and profit on the table.
The Business Case for Storytelling
Stories build trust faster than data.
They demonstrate that you deliver the values you promise
They differentiate you in crowded markets.
They drive employee engagement far more effectively than presentations or policies.
And they create stronger, longer-lasting customer loyalty - because people don’t just remember what you do, they remember how you make them feel.
How I Help
Through my Values to Profit Audit and Storytelling Workshops, I help family businesses:
Identify the stories that best showcase their values and culture
Equip leaders and sales teams to share stories consistently and with impact
Integrate storytelling into recruitment, customer engagement, and strategy
Use storytelling as a leadership tool, not just a marketing tactic
And through my Leadership Coaching, I help executives build storytelling into their leadership style - inspiring teams and customers alike.
When you get this right, storytelling isn’t fluff. It’s fuel for growth.
Quick Action: A Story Audit
This week, ask 5 people, across different areas in your business to share one story of your values in action.
Then compare them:
Are the stories consistent?
Do they connect emotionally?
Which of your values resonate most strongly in stories?
Would they inspire a customer to choose you over a competitor?
Are you using any of those stories right now to showcase your values?
How can you leverage these stories and all the others out there in your business to realise the opportunity for growth which is just waiting to be unlocked?
Let’s Talk
If you’re ready to stop leaving your best stories untold - and start using them to attract customers, inspire employees, and grow your business - let’s talk.
📅 Book your free 45-minute Values & Storytelling Exploration Call
Together, we’ll uncover the stories that set your business apart.
Coming Next Time:
How do you ensure your values and culture don’t just stay as “good intentions,” but become a proven engine for long-term profit growth?