Spreadsheets get skimmed. Slide decks get shelved. But stories? Stories stick.
Storyworthy by Matthew Dicks is one of my Top Shelf Book Picks because he reminds us that a story told well has the power to move clients, investors, and your own team in a way that a quarterly report never will.
I believe designing a great story and designing a great event experience follow the same format: there’s a beginning, a middle, a transformation, and an end that lingers. When you get both right, you don’t just inform—you inspire.
Years ago, I planned a networking reception where I was determined no one would be left standing awkwardly by the punch bowl. Our theme was inspired by a popular young adult novel series and the room was seeped in dark tones, giant branches were draped with glittering crystals, hors d’oeuvres shaped like bones were served in silver dog bowls. Each visual had a card describing its symbolism and how it connected to the novel. The setting was professional yet playful and structured in a way that gave even solo attendees a way in.
That night, people didn’t just network—they connected. They talked about the books they loved, shared experiences, and learned fun facts. Weeks later, one guest told me they’d used what they learned at that event to connect with their tween who was obsessed with the series back at home.
That’s the power of a story-worthy experience. It didn’t just work in the room. It lived on and created more connections.
The Business Case for Storytelling
Think about the last unforgettable event you attended. Chances are it wasn’t the catering you kept talking about afterwards—it was the moment. The surprise, the connection, the shift in how you felt when you left versus when you walked in. That’s storytelling. And it’s the same formula behind designing a business experience that actually works.
The ROI comes when you make those moments repeatable across sales calls, marketing campaigns, team meetings, and boardrooms. One story, many touchpoints. That’s the multiplier effect.
Lessons from Storyworthy for Leaders
- Small is big. Stop waiting for “the big win.” People remember the small, human moments.
- Every story needs a shift. Before → after. That’s what makes it worth retelling.
- Cut the fluff. Edit until only the heartbeat of the story remains.
- Make it shareable. The best stories are the ones others want to retell. That’s how culture spreads and brand trust grows.
Stories sell: They make numbers meaningful, brands memorable, and visions believable. That’s why we help leaders bake stories into retreats, launches, brochures, and plans.
Because let’s be real—nobody’s bragging about your bar charts at dinner. But give them a story worth telling? That’s how your business stays unforgettable.
So… what’s the story your business is telling? And more importantly—will anyone remember it?