Storytelling in Business: Key Business Communication Skills from Ben Hanlin

I’ve spoken before about how personal stories are one of the most powerful ways to make your message land. Whether you’re delivering a keynote, presentation, or team meeting, using relatable examples helps your audience walk away with something memorable. However, here’s a BIG TIP for storytelling in business:

A story cannot have two meanings.

Let me explain.

When crafting a story for your audience, the first question you must ask is:

“What is the meaning of this story?”
or
“Why am I telling it to THIS audience?”

For a story to have impact, it needs one clear, specific meaning. Many stories can have multiple interpretations, of course. However, the storyteller must choose which meaning to emphasise because clarity creates connection.

Once you know the meaning, everything else becomes easier. The beginning, middle, and end all fall into place with far more intention. As a result, your audience follows the story more naturally.

How to Apply Storytelling in Business

Here’s a simple three-step guide that works in any professional communication setting:

First, be clear about the meaning.
Next, decide on your ending.
Finally, choose the start that creates the most contrast.

This is a fundamental rule in storytelling for business communication:
The start should be the exact opposite of the end.

Because contrast creates transformation – and transformation creates emotional impact.

A Quick Example

Here’s how it looks in practice:

Meaning: The message is that we all have the power to shape our destiny.
Ending: The story concludes in 2025 when they sell their business for £100m.
Beginning: To create contrast, you’d open the story on a council estate where they grew up with no money.

Therefore, with these three elements chosen, it becomes easy to see what belongs in your story – and what doesn’t.

Practical Takeaways for Storytelling in Business

So next time you want to tell a story that is simple, clear, and impactful:

• Be clear on the meaning
• Decide your ending
• Start as far from that place as possible

This structure helps you shape stories that connect and inspire – whether you’re presenting to ten colleagues or 10,000 conference delegates.

If you want more story-based content, let me know, and I can put together a full series.

Ben Hanlin
Magician, Awards Show Host, Keynote Speaker
Helping teams improve their business communication skills, create real human connections, and engage their audiences.

If you have a conference coming up and want a keynote with a twist, get in touch.