There’s a difference between spinning wheels and gaining traction. Most organizations take a tactical and siloed approach to storytelling, resulting in flat results and limited reach. The better way to build a story-based strategy reflects your stakeholder's real needs.

The best impact stories combine clear-eyed planning with authentic human connection. Too often, we're told to choose: be strategic or care deeply. Be results-driven or customer-focused. But in the world of impact storytelling, this is a false choice…

Traditional messaging can feel like background noise now. What really breaks through are stories that connect: stories that resonate, build understanding, and earn trust.

This happens when real collaboration leads to stories that speak directly to your audience, turning potential customers into genuine fans.

Most organizations approach storytelling backwards. They craft the message first, then try to connect it with an audience. But impact storytelling is different…

Most organizations communicate through top-down messaging: polished brand narratives pushed out through standard marketing channels. But often customers and stakeholders see through that, and the gap between what you say and what they experience keeps growing.

Your story belongs to everyone who has a stake in what you do. If we’re not careful, their voices will be missing, and their perspectives untold. Without them, your story rings hollow.

Here's what actually builds engagement…