152: The Power of Storytelling in Business with Mark Gordon

Written By Devin Dash

How Business Leaders Can Use Storytelling to Inspire, Connect, and Navigate Change

 
 

In today’s fast-paced business world, facts and figures alone won’t set you apart—stories will.
A compelling narrative can help business owners build strong brands, connect with customers, and lead their teams with clarity and purpose. But what makes a good story, and how can leaders harness storytelling to shape company culture and navigate challenges?

In a recent episode of The Axiom Podcast, host Devin Dash sat down with Mark Gordon, managing editor of the Business Observer, to discuss how business leaders can use storytelling as a strategic tool. Their conversation highlighted why stories matter, what makes them compelling, and how they can be used both internally and externally to foster growth.

Why Storytelling Matters in Business

Humans are wired for stories. Whether we realize it or not, we process information more effectively when it’s framed as a narrative. That’s why big brands like Publix, Delta Air Lines, and Apple use storytelling in their marketing. Their ads don’t just sell a product; they sell a feeling, a belief, and a shared experience.

But storytelling isn’t just for external marketing. Internally, it helps businesses define their culture, rally teams around a common goal, and guide employees through transitions. As Mark shared, “Businesses need to do more than just communicate facts. They need to help their people understand the bigger picture and feel like they’re part of a meaningful story.”

The Key Elements of a Good Story

So, what makes a story compelling? Mark outlined three essential elements:

A Hero – Every story needs a central character people can root for. In business, this could be the founder, an employee, or even the company itself. When Publix tells its story, the “hero” might be a dedicated store associate or a family coming together over a home-cooked meal.

A Purpose (The Why) – Great stories answer the question: Why should people care? Why does this business exist beyond making money? As Devin pointed out, businesses often focus on their mission, vision, and values but forget the deeper purpose that drives them. A strong “why” gives a business staying power.

Emotional Connection – Good storytelling isn’t just about facts; it’s about feelings. When businesses add “color” to their stories—details that evoke emotion—they create connections that customers and employees remember.

Using Storytelling to Navigate Difficult Conversations

One of the most powerful uses of storytelling in business is during difficult moments—especially layoffs, restructuring, or major changes. These conversations require honesty, empathy, and clarity.

Mark shared that during the COVID-19 pandemic, his company faced financial strain but used storytelling to keep employees informed and hopeful. “Instead of just saying ‘we’re cutting costs,’ leadership framed it as, ‘We’re facing a challenge, but here’s how we’re moving forward together.’”

The same approach can be applied in small businesses. When making tough decisions, leaders should:

  • Be honest about the situation.

  • Focus on what’s next and how the team will adapt.

  • Use storytelling to reinforce shared values and purpose.

Practical Steps to Start Telling Your Business’s Story

If you’re not already using storytelling in your business, here are some ways to start:

  • Define Your Hero – Who is at the center of your company’s story? Your founder? Your employees? Your customers?

  • Clarify Your “Why” – Beyond profit, what drives your company? What impact are you making?

  • Add Color – Bring your brand to life with details that engage emotions.

  • Be Consistent – Tell your story regularly, both internally and externally.

  • Keep It Simple – You don’t need an elaborate script. A six-word story—like Ernest Hemingway’s famous “For sale: Baby shoes, never worn”—can be just as powerful as a long speech.

Final Thoughts

Storytelling is more than a marketing tool; it’s a leadership tool. It shapes company culture, builds strong brands, and helps businesses navigate challenges with authenticity. Whether you’re inspiring your team, strengthening customer loyalty, or leading through change, a well-crafted story can make all the difference.

For more insights on storytelling in business, listen to the full conversation with Mark Gordon on The Axiom Podcast.

References and Downloadable Resources:

 
 
Devin Dash

Devin joined Axiom because he believes in the redemptive impact small businesses can have on their communities. With a background in business and marketing, he brings a deep relational skill set to Axiom. A natural coach, Devin works with teams to build and execute strategic plans while preserving and strengthening the relationships that make business success possible over the course of years and decades.

Devin is certified in the REACH Ecosystem, a rich set of tools, disciplines, and practices that enable Axiom to assist businesses with assessments of organizational engagement through company-wide REACH Culture Surveys, individual REACH Profiles, and powerful REACH 360 Reviews for leaders and CEOs. Then, Devin works with individual team members and business leaders to assess the results of their REACH Training Needs Analysis, to select and work through the resources in our training library to further develop individuals and the team as a whole.

As a native of Sarasota, Florida, Devin has deep roots in the local area and a heart for community development. He and his wife, Faith, are members of Christ Presbyterian Church in Bradenton where they are engaged in developing the respective discipleship groups for the men’s and women’s ministries. Devin and Faith spend their remaining free time cooking, playing…..and cleaning… with their three children.

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