Storytelling is an ancient art form with a remarkable ability to engage and influence others.

In today’s business world, it has become an essential tool for leaders and organisations looking to forge meaningful connections with their audiences. By crafting narratives that resonate on an emotional level, storytelling helps build trust and – ultimately – drives action. However, the true art of storytelling lies not just in the message itself, but in the way that message is delivered.

The Art of Storytelling

Storytelling has become fundamental to business success in many ways, but in this article I want to focus on the art of telling the story itself, not just the words. As a professional actor, this is my area of expertise at 1948, a communications consultancy of which I am a cofounder.

Mastering Emotional Authenticity

Actors are trained to use their voices, bodies and emotions to captivate audiences, telling stories that resonate on a deep, emotional level. They don’t simply recite lines; they become the characters, bringing authenticity and empathy to the narrative.

One of the core skills I teach people is how to tap into deep emotions and convey them in a way that feels real and relatable. This emotional authenticity is crucial for storytelling in business. If your story doesn’t feel genuine, it’s unlikely to connect with your audience. By practicing this skill, leaders can deliver more heartfelt, persuasive messages that create lasting impressions.

The Power of Voice and Delivery

The way you speak can dramatically change the impact of your story. By modulate your voice – adjusting tone, pitch, pace and volume – you can amplify the emotional depth of a narrative. In business, this can mean the difference between a forgettable presentation and one that captures attention and energizes a room.

Vocal techniques breathe life into stories. By using pauses for emphasis, raising energy at pivotal moments, and varying pitch to maintain interest, the delivery itself becomes a powerful tool. This approach keeps listeners engaged, helps them stay focused, and strengthens the message being shared.

Body Language and Presence

Nothing is more important that the power of physical presence in storytelling. How you move, stand, and gesture can communicate as much—if not more—than the words you speak. A confident posture, a well-timed gesture, or even a subtle facial expression can deepen a story’s impact.

The good news is that anyone can learn how to use body language to enhance their storytelling skills. This might involve practicing how to hold space during a meeting, use gestures to underscore key points, or create a more open, engaging posture that encourages others to listen and participate. An authentic presence can build trust and make an audience feel more connected to the storyteller.

Creating Characters and Relatable Narratives

At the heart of every great story are its characters. Actors create vivid, multi-dimensional characters that audiences care about. In a business context, this means learning to build relatable narratives—whether that’s telling the story of a customer’s journey, describing the evolution of a company, or even representing the team as a character with its own struggles and victories.

To be clear, I’m not suggesting you adopt a different persona. Rather, I encourage you to harness performance-based techniques to connect with your audience and express the best version of your authentic self.

Conclusion

Storytelling is an incredibly powerful tool in business, and by learning the ‘how’ business leaders and organisations can inspire greater engagement, and even foster a cultural shift within their organisations.

In a world where connection and authenticity are more important than ever, the art of storytelling is a skill that can transform not only individual performances but the very fabric of a company itself.

To find out more about our personal impact and storytelling courses click here or get in contact with [email protected]

By Simon Coleman, actor, performance coach, cofounder of 1948