How do you choose between businesses that look the same on paper?
In this episode of The Business of Stories, Susan Payton reveals why your business journey and the stories only you can tell are the secret to standing out, building connection, and winning trust.
Susan opens up about her own experience searching for a care agency for her mum, and how a simple story was the deciding factor. She explains why facts and figures matter, but stories are what move people to act.
You’ll get practical advice on how to unpack and share the moments, beliefs, and milestones that shape your business and why they resonate with your ideal clients.
If you’ve ever felt like your business is ‘just another option’ or wondered how to share your journey in a relatable way, this episode is for you.
Here are the highlights:
- The real reason people choose one business over another (and it’s not the price!)
- Why every business has a story, and why sharing it matters
- How to identify and communicate your business’s core beliefs and unique perspective
- The surprising way unpacking your business story, and joining the dots, can reveal your unique perspective and value
- Why (and how) storytelling works for every business, including creatives and those who sell to corporate
- Listener Q&A: Why storytelling works just as powerfully for B2B as it does for B2C – and how one client doubled his business using it
- And a practical action step on sharing your wins, to inspire others and build trust.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.
Download a free copy of The Business of Stories here
Grab The Storyteller’s Starter Pack here
Check out Storytelling Mastery here
About your host Susan Payton:
When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business – and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here
Connect with Susan:
Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/
Produced by Winter Audio.
