How to Use Business Narratives and Business Stories

What is a business story?  What is a business narrative?   And what is the difference between narrative and story? When should you use a story and when should you use a narrative? What are examples of business narrative?

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

What is a Business Story? What is a Business Narrative?

At Benjamin Ball Associates, we are regularly asked for help with storytelling in presentations. Sometimes, when we speak to our clients, we discover that they don’t need help with stories, they need help with identifying the underlying business narrative that runs through the presentation.

In business, the terms story and narrative are often used interchangeably, but they aren’t the same thing. Understanding the difference between story and narrative can help you communicate more effectively, build stronger brands, and drive lasting change.

Most importantly, defining the difference between story and narrative will help you create and deliver better presentations – and hence help you be better at communicating persuasively.

What is a Business Story?

A story is a specific event or series of events told with a beginning, middle, and end. It’s often used to engage, inspire, or explain a point in a way that feels personal and relatable. Stories are detailed and focus on one clear incident or experience.

In a business context, the first thing to consider when telling stories is the emotional connection they create. A good story isn’t just about facts—it taps into emotions, making your brand memorable to your target audience. Whether you’re sharing a customer’s success on social media or describing the passion behind your company’s founding, the goal is to engage your ideal customers on a deeper level.

Take, for example, a clothing brand that champions sustainability. Their brand storytelling could include a compelling story about how they source materials ethically or support artisan communities. These personal stories reinforce brand values while showing potential customers the moral lesson behind their purchase: every item supports positive change.

For example:

• The origin story of your company: “In 2008, we started in a garage with one product and a dream. After months of trial and error, we launched our first prototype, and by the end of the year, we had our first 100 customers.”
• A customer success story: “Last year, a small retailer used our software to streamline their inventory, cutting costs by 20% and doubling their revenue in six months.”

Stories bring facts and figures to life. They’re specific, concrete, and emotionally engaging.

What is a Business Narrative?

A business narrative is broader than a story. It’s the overarching message or theme that ties together many stories and reflects a bigger picture. In business, it’s the framework that explains who you are, what you stand for, and where you’re going. A narrative is ongoing, open-ended, and adaptable to different audiences and contexts.

For example:

• Tesla’s narrative: Tesla’s narrative is about accelerating the transition to sustainable energy. This is the consistent thread running through their products, campaigns, and strategies. Individual stories (like the launch of a new electric vehicle) fit within this larger narrative.
• Patagonia’s narrative: Patagonia’s narrative revolves around environmental stewardship and ethical business. They use this narrative to frame everything they do, from advocating for climate policies to creating durable, eco-friendly clothing.
• ArcelorMittal’s narrative:  For many years Lakshmi Mittal said that the European Steel industry needs consolidating. This drove his business decision-making for over a decade.

While stories are snapshots, a narrative is the full album. It’s not confined to a single moment but instead provides a long-term view that shapes perceptions and decisions.

The Role of Narrative in Strategy

A good narrative is broader than a single story—it’s the master narrative that defines your value proposition. In marketing strategy, this narrative meaning connects your individual stories to your overarching purpose. It provides consistency across platforms, helping different people see how your business aligns with their values and needs.

For example, a company offering eco-friendly products might frame its compelling narrative around the idea that small changes can lead to a big impact. This message can then filter into individual stories: a customer testimonial about reducing waste, or a behind-the-scenes look at sustainable manufacturing. Together, these stories strengthen brand loyalty by reinforcing the broader message.

Why the Difference Between Story and Narrative Matters

1. Connecting Strategy to Action
   A strong narrative can align your company’s strategy and values, while individual stories make these abstract ideas real. For example, if your business aims to “empower small businesses,” the narrative explains why this matters, and the stories illustrate how it happens in practice.
2. Building Brand Identity
   Narratives build trust and loyalty by giving your brand a consistent voice. Stories, in turn, keep that narrative fresh and dynamic. Think of Apple: their narrative is about innovation and challenging the status quo. Stories like the introduction of the iPhone or the design process behind the MacBook bring that narrative to life.
3. Adapting to Change
   A narrative evolves with your business, allowing you to respond to market shifts or new challenges without losing direction. Stories can be updated to fit the times, but they still anchor back to the bigger narrative.

Why Pick Benjamin Ball Associates for Your Coaching

At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years.  Our coaching is fast and effective.  We work with individuals and with companies, one-to-one and in groups.  Call us today to learn more.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Presentation Coaching
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation

How to Use Both Story and Narrative

• Craft your narrative first. Decide on the long-term message or theme you want to communicate. This should reflect your vision, mission, and purpose.
• Support the narrative with stories. Collect real-life examples, case studies, and moments that reinforce your message. The best stories are specific, emotional, and easy to share.
• Stay consistent. Your stories should always align with your overarching narrative, even as they adapt to new audiences or campaigns.

Business Stories and Narratives in Action

Understanding the key differences between story and narrative allows you to communicate with intention. A brand’s story might describe a specific event—like launching your first product or helping a client achieve success. A brand’s narrative, on the other hand, ties this story to your bigger picture, showing how it supports your business goals and resonates with ideal customers.

For example, Patagonia‘s narrative about protecting the planet inspires stories about their activism, innovations, and customer experiences. These stories are tailored to different people, but they all reflect the brand’s commitment to environmental stewardship. This combination of a compelling narrative and meaningful stories helps the brand connect with potential customers on a deeper level.

By balancing your marketing strategy between specific stories and a strong narrative, you can create a cohesive message that builds trust, drives engagement, and aligns with your business goals.

Bringing Business Stories and Narrative Together

Imagine you run a business consultancy that helps companies adopt digital transformation. How do you combine story and narrative?

• Narrative: Digital transformation is the key to unlocking innovation and growth in today’s economy.
• Stories: Share examples of how you helped a manufacturing client improve efficiency by 40% with cloud tools, or how a retail client used data analytics to increase sales by 30%.

Your narrative gives you direction. Your stories give you credibility. Together, they create a compelling message that resonates with your audience.

By mastering the difference between a story and a narrative, you can communicate with clarity, build stronger connections, and create lasting impact in your industry.

How to Improve Your Story and Narrative in Business

If you’d like help improving your business storytelling skills and narrative skills, then we can help. 

We regularly coach people to improve these skills.  In fact, over the last few months we’ve run tailored courses to improve storytelling when pitching to the investment committee for a PE firm, and improve storytelling in business strategy documents for a global construction business.

Transform your business with better stories & business narratives

If you want help developing corporate stories and narratives have we can help. You will communicate clearly, confidently and with impact. And, of course, we’ll help you identify storytelling techniques you can use and coach you to deliver business stories with impact.

Find out how we can transform the success of your business communication by creating powerful narratives, using great storytelling and public speaking coaching.

Call Louise Angus on +44 20 7018 0922, email her via info@benjaminball.com or click on the link below.

Speak to an expert. Get a free consultation

Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

Some recent clients

Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

Speak to an expert. Get a free consultation