If you’ve ever thought, “I don’t have anything interesting to say” or “My life and business feel too ordinary to turn into content”, then you’re not alone. I hear this from founders all the time.
And yet, the people who create the most engaging, trust-building content are rarely sharing big announcements or perfectly polished moments. They’re sharing everyday experiences, just with context.
That’s the difference.
Storytelling isn’t about having better stories. It’s about noticing what’s already there and knowing how to frame it so it connects.
As it’s National Storytelling Week, I want to share a simple way to do exactly that.
Why everyday moments matter more than big stories
Your audience doesn’t connect with perfection any more. They connect with recognition.
They trust you when they see:
• familiar struggles you’re facing
• your honest reflections
• small decisions you’ve had to make
• lessons you’ve learnt along the way
These moments help people think, “Ah, that’s me too.” And that’s where trust is built.
A simple storytelling framework you can use immediately
This is the framework I use with founders who want to show up more confidently, without forcing themselves to perform online. It’s simple on purpose.
1. The moment
Start with something real that’s already happened.
This could be:
• a conversation with a client
• a decision you’ve been sitting on
• something that’s felt hard or uncomfortable
• a small win you’ve noticed
• a mistake you’ve made
If it made you pause, question or reflect, it’s probably a story.
You don’t need to make it dramatic. You just need to name it.
2. The meaning
Next, add context.
Ask yourself:
• What did this show me?
• What did I learn or realise from this?
• Did it change how I think or work?
This is where your expertise lives. Not in proving what you know, but in explaining how you think.
This step is what turns a simple, everyday moment into something meaningful.
3. The connection
Finally, bring your audience in.
Ask yourself:
• Where might they recognise themselves in this?
• What might they be experiencing right now that relates?
You’re not telling them what to think here. You’re helping them feel seen.
This is what turns storytelling into engagement.
An example, without overthinking it
Let’s say you felt nervous before showing up on camera (like I often do).
Instead of dismissing that feeling, you might share:
• what the moment is – your hesitation about filming yourself
• what it made you realise about your confidence
• why others might feel the same
That’s a story.
It’s not a big moment. It’s not particularly impressive. But it’s honest and relatable. And that’s what people connect with.
Why this works so well on social media
When you use this simple approach, it:
• removes pressure to be ‘clever’
• helps you repeat key messages naturally
• builds trust over time.
And most importantly, it helps you show up as yourself.
Not louder. Not more polished. Just clearer.
If you’re struggling to know what to post
Try this simple prompt this week:
What’s something that happened recently that made you stop and think?
Write it down. Add why it mattered. Then consider who might relate.
That’s it.
You don’t need more ideas.
You need permission to use the ones you already have.
A final thought
Storytelling isn’t about sharing everything.
It’s about sharing intentionally.
When you give people context, honesty and a glimpse into how you think, you give them a reason to trust you.
And that trust is what turns content into connection, and connection into opportunity.
