234: 3 Stories Every Brand Must Tell (Most People Skip Them)
Aug 12, 2025
Storytelling: The 3 Simple Stories That Build Real Connection
If you’re not using storytelling in your business or personal brand, you’re already behind.
The days of purely tactical content—like “how to do a kettlebell swing” or “3 stretches for back pain”—are fading. People want connection, not just instructions.
After publishing over a million written words and over a million spoken words in the last 10–15 years, I’ve analyzed what works best. I found three simple types of stories that truly resonate with audiences, build engagement, and grow trust.
The 3 Types of Stories You Need to Tell
What Happened – Your origin story. How did you get here? What struggles, pivots, or defining moments shaped you? For me, my career started in the military. After an injury ended my fighter pilot dream, I pivoted to fitness—first in person, then online before it was common. That pivot ignited my path into entrepreneurship, self-development, and helping others grow personally and professionally.
What’s Happening – A behind-the-scenes look at your current journey. For me right now, I’m building a new studio in a 1,200 sq. ft. shop with an 800 sq. ft. gym. I’m going all-in on content creation—no more dabbling—so I can help more people and grow a personal brand outside my other companies.
What’s Going to Happen – Your vision for the future. This is where your audience can join your mission. For me, that vision is building tools, resources, and a central hub for personal and professional growth—everything from tactical business skills like email marketing to life skills like being a better father or showing up consistently.
When you share these stories, you create emotional connection. People start to know, like, and trust you—not because of your pricing or product specs, but because of your authenticity.
Why Storytelling Works
Stories captivate the brain in a way data and facts can’t. They calm the mind, capture attention, and make your message memorable. Whether you’re a strength coach, physical therapist, or entrepreneur, the stories you tell are the bridge between your expertise and your audience’s trust.
In a world where AI can replicate technical content, your story is your moat. It’s the human connection that keeps people coming back.
So start telling these three stories consistently:
What happened – Your journey.
What’s happening – The work in progress.
What’s going to happen – The vision ahead.
Try harder.
Time-Stamped Show Notes
00:30 – Why storytelling matters more than tactical content
01:20 – The 3 simple types of stories to tell
02:05 – “What happened” – My personal origin story
03:15 – “What’s happening” – Behind the scenes of my current work
04:40 – Going all-in on content creation and personal branding
06:00 – “What’s going to happen” – My long-term vision
07:20 – Why future-focused storytelling builds loyal audiences
08:05 – Storytelling as your hedge in an AI-driven world
09:10 – How stories beat pure data for connection and trust
