Why stories stick #3: The TEDx Talk that almost didn’t land

Stories have the power to connect, influence, and drive action. It’s the reason history is passed down through stories, not spreadsheets. It's how great leaders inspire nations; how brands build loyalty; how ideas take hold in an oversaturated world.  

In this series, I’ve shared two stories that highlight the undeniable power of storytelling:  

• In The meeting that changed my mind about employer branding, I realized facts don’t change minds, stories do. 
• And in The time I tried to win an argument—and failed, I learned that it’s not enough to be right—you have to be relevant. 

Now it’s time for the final chapter.  

The TEDx Talk that almost didn’t land 

When I was preparing my TEDx talk, I had what I thought was a solid script. It was polished, well-researched, and full of strong, logical arguments—every slide carefully designed to reinforce my key message.  

Then, during a rehearsal, someone in the audience asked me:  

“But what does this actually feel like in real life?” 

That question hit me like a punch to the gut. Because in that moment I realized I was delivering a talk. I wasn’t telling a story.  

I was delivering insightful information, but I wasn’t making the audience feel anything. 

So, that night in my hotel room, I went back to the drawing board. I ripped up my polished logic-driven script and started again. But this time I put the audience inside the story—in the shoes of someone experiencing the very problem I was there to talk about. I let them feel the frustration, experience the uncertainty, and lean in for the resolution.  

That’s the moment everything changed. 

When I stepped on to the stage the next day (thankfully there was one more rehearsal left!) something was different.  

People weren’t just nodding along, they were leaning in. They were coming along on the journey with me. I could see them reacting as the story unfolded—not just intellectually, but emotionally. People weren’t just listening—they were feeling.  

When I finished, I knew that the message had landed.  

The lesson?  

If you want people to listen, give them facts.  

If you want them to believe, give them a story. 

Great storytelling doesn’t happen by accident—it's a skill. If you want to craft stories that engage, persuade, and drive action, we’ve got the tools to help.  

Download our storytelling matrix—a proven framework for creating stories that stick.  

Ready to hone your storytelling skills?  

Enroll in our on-demand Storytelling Blueprint course and master advanced techniques to craft impactful narratives that connect, persuade, and drive action.