2 days ago
The Value Of Storytelling In Business And Life
James DiNardo is CEO of
Growing up, my mom used to tell me how, back in the 1950s and early '60s, her friends would find any excuse to hear my grandmother tell stories. They'd laugh and sometimes tear up, hanging on every word as she brought to life the hardships of the Great Depression and the wild adventures she'd lived through. I think some of that rubbed off on me.
When I was on an aircraft carrier, I found myself doing the same thing: sharing stories—about growing up, about Navy life, about the things I'd seen. And as time went on, the stories kept coming: raising a family, starting businesses, facing addiction, finding recovery. Some stories were hilarious. Others were hard. But all of them carried meaning. They became the thread that stitched together how I lead, how I connect, how I live.
Storytelling goes back further than writing. It's how we pass on wisdom, build trust, move people to action. It's how we teach, how we sell, how we lead.
When I was a teenager, I got a job selling stereos. I was hooked on the tech, wattage, distortion levels—all the specs. I could rattle off numbers like a machine. But nobody was buying. One day, a mentor pulled me aside and said, 'Facts tell, but stories sell.' That stuck with me. I started talking less about features and more about feelings—how someone's living room lit up when they heard their favorite song in perfect clarity. Almost overnight, I went from struggling to breaking records. Decades later, I'm still telling stories.
Another example: My dad passed in 2007. A few years later, his old voicemails disappeared. Just like that, I couldn't hear his voice anymore. I would've given anything to have his stories recorded, something my kids could listen to so they'd know the man he was. Today, when I share his stories, I say, 'I'm channeling Jim Sr.'
In the past two years, I've fallen in love with podcasting. It started as a side project but quickly became something more. I've had the privilege of sitting down with remarkable people and capturing their wisdom, their heartbreak and their victories. There's something incredibly fulfilling about helping someone preserve their legacy. It's a snapshot of their life, struggles, success, humor and grit that will hopefully last long after we're gone.
So, here's my advice to other business leaders: Tell the stories of those who came before you. Share your own, your wins, your failures, your lessons. And even more importantly, tell the stories of the people around you, your team, your clients, your community. The sooner you do, the stronger the connections become.
Also, don't forget to listen. When someone opens up and shares their story, they're not just giving you a glimpse into their life. They're offering you insight into what drives them, what matters, how they tick. It's not just what they say but what they don't that often reveals the most.
The past decade has changed everything. We now carry in our pockets what used to cost tens of thousands of dollars: cameras, editing software, publishing tools. We can record stories with heart and share them with the world in an instant. In business, I firmly believe the reason most people haven't worked with you isn't because you're not good enough; it's because they haven't heard your story yet.
Everyone has a story. Think you're camera-shy? Same here. Think you've got nothing to say? I've been there, too. But the only way out is through. You've got to speak up. Share your truth. Push past the doubt.
Because here's the thing: Your story matters. It can be the difference between obscurity and success. It can help you and others. When you tell it, you just might leave something behind that outlives you.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
