The Secret Ingredient That Makes a Story Stick: The Shift
When I ask people to tell me a story, I usually get something that sounds like a diary entry: “This happened, then this happened, then this happened…”
And that’s fine — it’s a start. But here’s the thing: stories aren’t about events. They’re about change.
The heartbeat of any great story is the shift — the moment something changes, the lesson is learned, or a new possibility opens up. Without that shift, you don’t have a story. You just have a sequence.
What do I mean by “shift”?
Think about the last movie or book that stuck with you. You don’t remember every detail of the plot. What you remember is the turning point — the moment where the character realised something, made a choice, or changed direction.
That’s the shift.
In business storytelling, the shift might be:
- How your client went from overwhelmed to empowered after working with you.
- How your team transformed a setback into a breakthrough.
- How you reframed your own limiting story and created a new chapter.
It doesn’t have to be dramatic. But it does have to matter.
Why shifts matter in business
Here’s why this is so powerful: people don’t connect with facts and features. They connect with transformation.
When you share a story about a client, it’s not enough to say, “We provided this service.” That’s just information. But if you say, “Before we worked together, they were stuck. Here’s what shifted. And now their business is thriving” — that creates meaning. It makes people feel possibility.
And when people feel possibility, they take action.
My own shift
I’ve had plenty of shifts in my own life. One of the biggest was realising that being told I was “too vocal” as a child wasn’t a weakness. It was the seed of the work I do today.
For years, I carried the story that my voice was “too much.” That belief held me back. But the shift came when I realised: my voice, and my ability to tell stories, was my power.
That shift changed everything: how I showed up, the work I chose, and the mission I’m on today.
How to find your shift
If you want your story to land, here’s what to look for:
- The before – What was the situation?
- The shift – What changed? What was learned or realised?
- The after – What’s different now?
That’s the story people want to hear. That’s the story that sticks.
Your turn
So next time you’re sharing a story — whether it’s about your brand, your clients, or your own journey — don’t just give the play-by-play.
Find the shift. Highlight the transformation. Show what changed.
Because at the end of the day, people don’t just remember what happened. They remember what shifted.
And that’s what makes a story unforgettable.
