Storytelling isn’t just for bedtime or Hollywood. It’s one of the most powerful tools in business communication.
Whether you’re leading a team, selling an idea, pitching a project, or inspiring change, how you tell the story determines how well it’s heard, remembered, and acted on.
In our June webinar, London Speech Workshop founder Emma Serlin was joined by two master storytellers:
– Chris Hewitt, CEO and Chief Storyteller at Berkeley Communications
– Philipp Humm, founder of Story Lab and author of three books on storytelling
Together, they shared practical tools, fresh insights, and real-life strategies for turning ordinary messages into compelling stories that captivate.
Why Storytelling Is a Game-Changer in Business
Storytelling isn’t a ‘nice-to-have’ – it’s a power skill.
Philipp discussed a Stanford study by Chip Heath that found that only 5% of people remember statistics, but 63% remember stories. When facts fail, stories stick.
Chris reminded us that in a world full of self-promoting noise, stories cut through. They connect by making people feel seen, understood, and inspired.
And for Emma, storytelling is about bringing authenticity and heart into every room, whether it’s a boardroom, a client pitch, or a casual team meeting.
The Tools: How to Tell Stories That Stick
1. Zoom into the Moment
Philipp tells us most business stories are told from a helicopter view – too vague, too polished, and too boring.
Instead, he encourages you to drop down to your audience’s level. This “zoom in” technique brings colour, suspense, and relatability to even the most technical or corporate stories:
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Actions: What were you doing?
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Inner Dialogue: What were you thinking?
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Outer Dialogue: What was said?
“Specific equals emotional. Emotional equals memorable.” – Philipp Humm
2. Use the North Star Narrative
Chris shared a powerful 6-step storytelling structure adapted from the Hero’s Journey – perfect for brands, pitches, and presentations:
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Hero – Your customer, employee, or audience
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Mission – What they’re trying to achieve
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Villain – What’s standing in their way
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Guide – That’s you!
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Journey – How you’ll help them win
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Resolution – The bigger impact you help them achieve
“You’re not the hero. You’re the guide. That’s where your power lies.” – Chris Hewitt
3. Serve the “Meal Plan”
Emma introduced LSW’s ultra-simple framework for any talk or pitch:
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Protein – The 3 key messages or takeaways
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Vegetables – Your values – why this matters to you
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Spice – Your personal flavour, humour, or insight
When you share your values, you trigger emotional engagement. When you bring spice, you make your message unique and memorable.
“It’s not just about making a point. It’s about making a connection.” – Emma Serlin
Live Q&A Highlights: Real Challenges, Real Solutions
We had some fantastic questions from the audience – Many of which are common pain-points most of us feel when it comes to storytelling. Here were the top 3 most-asked questions…
Q: How do I handle pushback or pressure during presentations?
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Practice improv – Thinking on your feet is a skill you can train
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Pause and breathe – Get out of your head and into service
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Use the “Catch the Ball” technique – Acknowledge, centre, and choose how to respond
Q: How do I engage people with dry or technical goals?
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Zoom in on a real moment that reveals the challenge
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Add drama and metaphor to illustrate the stakes
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Use structures like Past-Present-Future or Problem-Solution-Benefit
Q: What if English isn’t my first language?
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Keep it simple – your passion matters more than your perfection.
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Don’t try to sound clever. Just sound real.
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Your accent is part of your identity. The goal is clarity, not conformity.
Final Thoughts
The best storytellers aren’t the most articulate – they’re the most connected.
They share their values, zoom into specific moments, and speak from a place of service, not performance.
Storytelling, as Emma puts it, brings colour back into grey spaces.
Ready to Take This Further?
If this conversation has inspired you and you’d like to explore one on one 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.
Connect With The Speakers
You can connect with Philipp Humm here and learn more about his work at Story Lab here. Watch his viral YouTube video on storytelling here.
You can connect with Chris Hewitt here and learn more about his work at Berkeley Communications Storytelling Academy here.
You can connect with Emma Serlin here and learn more about London Speech Workshop’s Powerful Storytelling courses here.
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