Brand Storytelling

Storytelling Won in B2B. Now What?

A decade ago, I was banging the drum for storytelling in B2B. Back then, the industry was all about features, specs, and sales pitches. But today? Storytelling has become the conversation. It’s the strategy, the differentiator, the tool that makes brands unforgettable.

And damn, I feel proud.

For those who’ve taken up the storytelling baton—clients, agencies, creators—I salute you. But the job isn’t done. There’s still work to do. Because while storytelling is now in the B2B mainstream, it’s not always done right.

After 12 years in the trenches, here are four hard-earned lessons that separate great storytelling from just more noise.

1: A Story Needs to Be More Than Just an Output 🚀

B2B marketing today needs to deliver outcomes, not just outputs. Storytelling isn’t about making people feel something—it’s about making them do something. It should shift perceptions, drive urgency, and make brands unforgettable.

If your story isn’t moving minds, it’s just another content piece floating in the void. A great story sparks action.

2: Every Story Needs Oxygen 🚀

Even the best stories die if they don’t get oxygen. Too many brands treat storytelling like a one-off campaign—launch it, post it, and then...nothing.

A great story should live everywhere—in sales conversations, social posts, customer interactions, investor pitches, even internal culture. If you’re not constantly breathing life into your story, no one else will.

3: A Story Can Still Be a Sh*t Story 🚀

Not all storytelling is good storytelling. Dull, self-indulgent, irrelevant stories are still bad stories.

A great story has tension, stakes, and a reason to exist. It pulls people in and keeps them there. If your story doesn’t make people care enough to take action, it’s just noise with better packaging. Start again.

4: It’s Not What You Say, It’s How You Say It 🚀

Most B2B messaging sounds the same—safe, corporate, forgettable. The magic isn’t just in what you say, but how you say it.

Style, tone, rhythm, personality, and production—these make stories stick. If your story doesn’t feel, sound, and look different, it won’t be different. And in B2B, different wins.

Storytelling is Still the Most Powerful Tool in B2B

Twelve years in, I still believe this. But storytelling isn’t a finish line. There’s always the next chapter, the next evolution.

The 13 Stories Framework still holds strong today. The question is: how will you use it?

Let’s make the next decade of B2B storytelling even better.

The "13 Stories Framework" is a storytelling approach that uses 13 distinct story types to help product marketers craft compelling narratives, ensuring their product's value resonates with the target audience.

Here's a breakdown of the framework:

The 13 Story Types:

• The Hero's Journey: A classic narrative structure where a character faces challenges and grows through adversity.
• The Problem-Solution: Highlights a problem and presents the product as the solution.
• The Before-After: Demonstrates the positive transformation the product brings to the user's life.
• The Case Study: Uses real-life examples of successful product usage.
• The Testimonial: Features positive feedback from satisfied customers.
• The Origin Story: Explains the product's creation and purpose.
• The "Why" Story: Focuses on the core values and mission of the product.
• The Journey Story: Follows a character's progress with the product over time.
• The "What If" Story: Explores potential scenarios and outcomes with the product.
• The Myth/Fable: Uses allegorical stories to convey a message.
• The Inside Story: Shares behind-the-scenes details and insights.
• The "How" Story: Explains the product's functionality and benefits.
• The "What's Next" Story: Teases future developments and possibilities.

IKEA

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Google

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Apple

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The stories we tell ourselves are the foundation of how we navigate life, shape our self-perception, and make sense of the world. And just like the stories we craft for our brands or businesses, these internal narratives have the power to influence outcomes—positively or negatively.

Every day, we wake up to the choice of how to frame the day ahead. Is it just another Monday, or is it the day you finally tackle that project you’ve been putting off? Is that setback a failure, or is it a plot twist that makes your journey more interesting? The lens through which we view our experiences matters, and storytelling is the tool that allows us to adjust that lens.

Why Internal Storytelling Matters

We live in a world overflowing with noise—external expectations, comparisons on social media, cultural norms, and unsolicited opinions. These can easily creep into our psyche, influencing how we see ourselves and the decisions we make. The stories we internalize from these sources often dictate how we feel and act.

But here’s the truth: you are the author of your narrative. When you consciously choose to tell yourself stories of resilience, growth, and purpose, you reclaim control. You begin to see challenges as opportunities and failures as lessons. The same storytelling principles that can sell a product or grow a brand can also nurture confidence, motivate action, and ignite transformation in your personal life.

Crafting Empowering Stories

To tell better stories to yourself:

1. Flip the Script: When negative self-talk creeps in, ask yourself, “What’s the opposite of this thought?” Instead of “I’m not good enough,” try “I’m learning and improving every day.”
2. Celebrate the Wins: Even small victories deserve recognition. These moments create the building blocks for a story of success.
3. Reframe the Challenges: View obstacles as plot points in a larger, meaningful journey. After all, no compelling story is complete without adversity.
4. Be the Hero: See yourself as the protagonist who overcomes and evolves, not the victim of circumstance.

The Ripple Effect

When you master the art of internal storytelling, its impact radiates outward. A positive internal narrative leads to confidence, which attracts people, opportunities, and possibilities. It’s contagious. The same way brands inspire loyalty with authentic storytelling, individuals can inspire trust and admiration by living a story of purpose, perseverance, and positivity.

In a world that thrives on stories, the most powerful one is the one you tell yourself. So, make it a good one.

Old Spice

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Pampers

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M&S

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Warby Parker

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Benz

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John Lewis

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Nike