How to Craft a Business Story That Sticks and Gets Results

Gaby Eichenlaub
May 19
5 min read

Updated: May 29

The Way You Talk About Your Business Might Be Holding You Back

Let’s be real: talking about your business isn’t always easy. It can feel awkward, messy, or like you’re still figuring it out as you go (because honestly… you probably are).

But whether you’re chatting with a potential customer, applying for a grant, pitching an investor, or introducing yourself at a meetup—how you tell your story matters.

In our latest founder workshop, Crafting Your Narrative, we sat down with two founders who’ve told their story across just about every platform—from QVC to newsrooms to high-stakes pitch competitions. And here’s what they made clear: your story doesn’t have to be perfect. But it should reflect your values, your voice, and your vision.

Your Story Is Part of Your Strategy

Most of us don’t sit down and map out our business story from day one. We’re too busy building the business. But over time, not having a clear way to talk about what you do (and why it matters) can start to hold you back, especially when the stakes are high.But having a story you can clearly and confidently share doesn’t happen by accident—it starts with intention.

First, you have to know your story.

That starts with reflecting on where you’ve been—not just the highlights, but the detours, pivots, and lessons that shaped your path. Write it all down. The messy parts. The proud moments. The things you used to leave out. Because clarity comes from authenticity.

If you’re not sure where to start, ask yourself:

What inspired me to start this business in the first place?
What challenges have I overcome that influence the way I work today?
What values drive the way I run my company?
What have I learned the hard way?
What do I want people to remember after hearing my story?

When you take time to explore these questions, you stop chasing the “right” story and start owning your real one.

Then, make it clear and actionable.

Once you’ve taken the time to reflect on your story, the next step is to shape it into something others can actually understand and connect with. Because it’s one thing to feel clear about your why. It’s another thing to communicate it in a way that’s focused, compelling, and easy to follow. Especially when you’re pitching your business, applying for funding, or even updating your website, you need a version of your story that’s structured—but still true to you.

Here’s a simple way to start organizing your narrative into something clear and actionable:

What do you do?
Who do you serve?
What do you help them achieve?
How do you do it differently?

This framework not only grounds your messaging, it gives your audience a reason to care.

Speaking with Confidence No Matter Who's Listening

Once you know your story, the next challenge is saying it out loud, and with confidence.

Imagine this: You’re at a networking event. Someone turns to you and says, “Tell me about your business.” Your mind races. Do you start with what you do? Why you started? Who you help? The truth is, moments like this happen all the time and how you show up matters. Whether you're on a stage, in a meeting, or just chatting over coffee, being able to talk about your business with clarity and confidence can open the door to real opportunities.

And the best way to build that confidence? Practice and preparation. The more familiar you are with your story, the easier it becomes to adapt it on the fly. It doesn’t mean memorizing a script. It means getting familiar with your message, understanding what pieces to emphasize depending on who you’re talking to, and learning how to adapt while still sounding like you. Start by thinking about who’s in the room. What do they care about? What problems are they trying to solve? Then meet that moment with intention. If you want to build this muscle, here are a few simple ways to practice:

Time yourself. Try explaining what you do in 60 seconds or less. 30 seconds or less. 10 seconds or less.
Voice record your pitch. Play it back and listen. Do you sound clear, confident, and engaging?
Practice with friends or peers. Ask what part stuck with them or what needs clarifying.
Say it out loud often. In the mirror, on a walk, while making coffee—repetition helps it feel more natural.

And remember, when you're in a casual setting—like a networking event—your answer to “what do you do?” isn’t a sales pitch. It’s a conversation starter. Keep it simple, stay true to your values, and invite people into the story behind your business.

Add Some Strategy to Your Story

Your story is personal. But it’s also powerful. When you start to treat it like a tool, not just a backstory, it becomes something you can use with intention.

That means thinking about how your story supports your goals. Are you trying to land a new client? Apply for a grant? Build your brand online? Each moment calls for a slightly different version of your narrative. Start by asking:

What’s the goal of this moment and how can my story support it?
What part of my experience will help build trust or connection here?
What proof points or insight can strengthen the emotional impact?
What do I want people to walk away remembering about me or my business?

From there, think about what elements to emphasize:

Emotion. Is there a compelling moment, mission, or pain point that will resonate?
Logic. Are there any data points, trends, or results that help ground your story?
Expertise. Are you clearly communicating your experience, credibility, or unique insight?

You don’t have to include every detail every time. But when your story is clear, practiced, and tailored to the moment, it becomes more effective. It helps people understand what you do and why it matters. That’s what turns a story into a strategy.

Your story isn’t just something you dust off for pitch competitions or grant applications. Ultimately, it’s how people connect with you. It helps customers understand your values, partners trust your vision, and funders see your potential. Need a place to start? Use the prompts in Telling Your Story to reflect, refine, and get more confident sharing what makes your business uniquely yours. Because when your story is solid, it becomes a powerful tool for building the kind of business you believe in.

About the Panelists:

Dr. Tabatha Carr is a leading authority in the field of women’s health and wellness and the founder of Good Girl Chocolate . Her book, Open Your G.I.F.T.S., with actress Kim Coles, hit the Amazon Hot New Releases Bestsellers List at #1 in Personal Growth, Spiritual Growth, Self-Help, and Happiness categories. Good Girl Chocolate has achieved significant milestones, including receiving a grant from Beyoncé, debuting on QVC, winning the inaugural pitch competition in Whole Foods Market's LEAP program for the Southwest region, and garnering extensive recognition in various high-profile events and media outlets. Notably, it has been featured twice in the official GRAMMYs gift bag, select OSCAR nominee gift bags, the Good Morning America show, USA Today, Forbes, Food & Wine Magazine, and over 100 other media platforms.

Chinh Doan is a passionate storyteller and the founder of Chinh Doan Marketing & Media where she helps entrepreneurs and organizations shape stories that get noticed and inspire action. A longtime journalist, Chinh spent over a decade reporting and anchoring at CBS and ABC affiliates across the country—including Oklahoma, Nebraska, and Texas. Her career highlights include fellowships at NBC’s Today and CBS News, covering the Academy Awards, producing a documentary on WWII fighter pilots, and interviewing survivors like Elizabeth Smart. Now, through her own media company, she brings that same storytelling expertise to entrepreneurs and organizations looking to share their message with impact—hoping her personal story will inspire others to follow her motto of “work hard and be kind.”