The Storytelling Edge: How to Connect, Engage, and Grow Your Business

Great stories captivate, build trust, and leave a lasting impact—learn how to craft yours for deeper connections and business growth.

"There I was, standing in front of the locked cabin door, saying f-bomb after f-bomb and wondering how the hell I was going to get in..."

We’ve all been drawn into a good story—the kind that pulls you in, makes you feel something, and keeps you hanging on every word. Storytelling isn’t just entertaining; it’s one of the most powerful ways to connect with others, build trust, and make a lasting impact.

But how do you tell a story that truly resonates? Philipp Humm’s short storytelling framework—Context, Adversity, Resolution, and Takeaway—provides a simple yet compelling way to craft stories that engage and leave an impression. Let’s break it down and apply it to a real-life example.

1. Context – Setting the Stage

Before diving into the action, set the scene for your audience. Where are you? What is happening? This helps listeners or readers visualize the situation and feel invested in the story.

Example:

There I was, standing in front of the locked cabin door, saying f-bomb after f-bomb and wondering how the hell I was going to get in. The kettle was whistling on the stove, and I had no extra outdoor key. To make matters worse, I was standing on the porch in my pajamas and fuzzy slippers on a cool summer morning.

2. Adversity – The Challenge or Struggle

A great story needs tension or conflict. What problem did you face? Why was it a challenge? This is what keeps your audience engaged.

Example:

I had to do something to get inside, but I was no locksmith. The only option was to ask the neighbors for help. I remembered my mom mentioning that the neighbors had a spare key, just in case. The problem? Their house was further down a rural road and they had a long, gravel driveway, and my soft, new fuzzy slippers were not made for rough terrain.

So, I took a deep breath and started the slow "quick" journey to their house. Walking on gravel as a barefoot twenty-something was way different than when I was five. Ooh ouch, ooh ouch, every step, a painful reminder of my bad decision-making.

3. Resolution – The Turning Point

This is where you find a solution. How did you overcome the problem? This part should bring a sense of relief and closure to the story.

Example:

Finally, I reached the neighbor’s house and rang the doorbell. Larry answered, and I quickly explained my predicament. He had to call his wife, Doris, so I had to repeat myself, convincing them that I wasn’t a lunatic before they handed over the key.

With the key in hand, I reassured them I’d bring it right back and headed back, still barefoot, to my cabin. I unlocked the door, turned off the stove, and exhaled deeply. Disaster averted! After putting on proper shoes, I returned the key and shared a good laugh with Larry and Doris about my morning misadventure.

4. Takeaway – The Lesson or Moral

Every good story leaves the audience with a lesson or insight. What can they take away from your experience?

Example:

Now, I either leave the door unlocked when I step out or always bring a key. It’s a small but valuable lesson about being prepared.

Why This Structure Works for Business

You might be wondering—how does this help me as a business owner?

• Context helps customers relate to your experience or problem.

• Adversity builds intrigue and keeps them engaged.

• Resolution shows how you overcame the challenge, positioning you as capable and resourceful.

• Takeaway leaves them with something memorable—perhaps how your product or service can prevent a similar problem for them.

By crafting stories with this framework, you create content that resonates emotionally, making your brand more relatable and trustworthy. Whether in marketing, sales, or customer interactions, a great story can be the difference between a potential client scrolling past or stopping to engage—and ultimately, buy.

So, what’s your story?