It’s Sunday afternoon, and I’m visiting the smallest branch of my favourite chocolate shop. It’s a fourth-generation, family-owned and operated business, and it shows.
The enthusiasm of the assistants is palpable.
‘I’ve never worked for a company like this,’ the woman behind the counter says. ‘I’ve been here for five years, and I love it!’
When I ask why she talks about how much the owners care.
‘They’d do anything for us. They even get up on a ladder to change our lightbulbs. They remember our birthdays. They want the best for our customers and us.’
As the conversation progresses, ‘they’ becomes ‘we’.
‘We don’t export. We’re just proud to sell a beautiful Australian product at home.’
Storytelling is more than clever copy. It’s the act of showing up, with intention.
Your story is more than a tagline or a positioning statement—it’s not only what you say—it’s what you do.
The best stories are not just told, they are lived.