What makes a story magnetic in business communication?
The answer? It’s not about performance – it’s about tools.
Whether you’re presenting to execs, pitching for investment, or leading your team, these 9 tools – shared by our expert panel – will help you connect emotionally, cut through the noise, and inspire action.
1. The Meal Plan
Emma introduced the Meal Plan – a simple structure for any talk, pitch, or meeting. There are three key components to the meal plan:
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Protein – The three clear takeaways or goals
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Vegetables – Your values – why it matters to you
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Spice – Your unique flavour, insight, or humour
“When we bring in values, we create heart buy-in. That’s what makes communication land..”
2. Zoom Into The Moment
Philipp explained that great stories start with specifics – not summaries. Zoom in to catch people’s attention using:
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Actions – What are you doing?
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Inner Dialogue – What are you thinking?
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Outer Dialogue – What’s being said?
“Specific equals emotional. Emotional equals memorable.”
3. The North Star Narrative
One of Chris’ favourite tools is a 6-part storytelling framework rooted in the Hero’s Journey. Here are the 6 elements that create a North Star Narrative…
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Hero – Your audience (not you)
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Mission – Their goal or desire
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Villain – The obstacle they face
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Guide – You, offering wisdom or help
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Journey – What working with you looks like
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Resolution – The meaningful outcome
“Stop being the hero. Start being the guide.”
4. Catch The Ball
Emma’s “Catch The Ball” is a powerful technique for handling difficult questions or pushback on the spot:
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Catch the question – Pause
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Put it on the table – Acknowledge it neutrally
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Choose what to do – Investigate it, reflect it back or offer a new perspective
“The goal is to shift the dynamic – so you’re not reacting, you’re leading..”
5. Improv For Confidence
Want to handle pressure, pushback, or curveball questions? Philipp swears by improv exercises – spontaneous storytelling that rewires your brain for calm thinking under pressure.
Try this:
Give a 1-minute speech on why we should colonise Venus. Then Repeat with different topics. The sillier the better.
“Confidence comes from knowing you can handle anything.”
6. Find The Drama
Chris explains that all great stories have tension. In business, that tension is often hidden – but it’s there.
Look for the drama in:
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What happens if we do nothing?
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What’s at stake for our audience?
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What big challenge is nobody naming?
“No drama? No story. No story? No connection..”
7. Stepping Stones
Emma’s Stepping Stones tool is a versatile framework to shape any message into a story. Try using these different options to clearly present your story. These give your story structure, while leaving room for heart and humanity:
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Past – Present – Future
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Problem – Solution – Benefit
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Situation – Action – Result
“Structure gives you clarity. Values give you connection. You need both.”
8. Use Stories To Overcome Resistance
Philipp explains when you sense doubt or resistance, share a story of someone who felt the same – and what changed.
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“You might be thinking X…”
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“That’s exactly how one of our clients felt…”
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“Here’s what happened…”
“If you listen with true curiosity, people will walk away thinking you were the most interesting person in the room, even if you said nothing.”
9. The ‘Once Upon a Time’ Technique
Chris shares his go-to way to open technical or abstract presentations. This immediately grounds your audience in a situation they can visualise – and care about:
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“Imagine you’re sitting in a meeting room…”
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“Picture this…”
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“Let me take you back to…”
“Metaphor and simplicity will win over complexity every time.”
Final Thoughts
These tools help you share your message in a way that’s human, vivid, and unforgettable.
You don’t have to be a ‘natural storyteller.’ You just need the right tools.
So the next time you’re prepping for a meeting, pitch, or presentation…
Pick one. Use it. Feel the difference.
Want to learn more tools?
If this has sparked something in you and you’d like to learn more about how to tell powerful stories, why not take a look at our Powerful Storytelling course at London Speech Workshop.
If you’d like to explore 1:1 communication coaching, why not Book a free 15-minute Discovery Call with one of our team and see how we could support your communication journey.
For team training, you can book a Consultation call in with our B2B team here.
Keep In Touch
And make sure to connect with our speakers to keep the conversation going:
- Connect with Emma Serlin on LinkedIn and learn more about London Speech Workshop
- Connect with Philipp Humm and learn more about Story Lab
- Connect With Chris Hewitt and learn more about Berkeley Communications
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