09/21/2026
Yesterday, walking my dogs, I passed a house with music blasting — some 80s song I hadn't heard in years. Before I even registered which song it was, I felt it: that warm, fuzzy, cozy rush of a memory. I smiled, out loud, to no one.
And then it hit me. That's the moment we say yes to things — not when we're thinking clearly, but when we're feeling something.
We like to believe we make decisions with our heads — pros and cons, features and benefits, logic laid out in neat rows. But that fuzzy, cozy feeling on my walk reminded me of something I already knew to be true: we decide with our emotions first, and build the logic to justify it after.
This is why storytelling isn't a "nice to have" in your marketing or your sales conversations. It's the mechanism. A story puts your reader inside a feeling, the way that song put me right back inside mine. And when someone feels something because of you, they remember you. They trust you. They choose you.
Here's the part that matters most if you're in a crowded field: when there's little competition, leading with benefits works just fine. But the more crowded your industry becomes, the more benefits alone start to sound like everyone else's. What sets you apart in that noise isn't a longer features list — it's your story, your specific method, and the authority you've built walking your own path.
I've watched this happen in real time. When twelve women stepped forward to co-author a book with me, several of them didn't just publish a chapter — they stepped into a new identity. Bestselling author. Someone whose story mattered enough to bind between covers. That shift in how the world saw them — and how they saw themselves — opened doors that pitching their services alone never had.
So here's my question for you: where in your business are you leading with information right now — when a story might land so much deeper?
Drop a 'yes' below if you could use a little more storytelling in your business.
