Mr. Higgonbottom’s Thoughts on Storytelling in Business Plans

Dear Mr. Higgonbottom: My boss keeps asking me to “add storytelling” to our business proposals. What does that even mean in a corporate setting?

— Baffled by Buzzwords in Boise

Dear Baffled,

What? You don’t think spinning fairy tales or adding dramatic cliffhangers sounds feasible in your business proposals?

You’re not alone! In a corporate setting, what you’re really looking for is a way to present information that engages, persuades, and sticks with your audience. You want to present not only facts and figures—you want to tell the story of what they mean and why they matter.

Here are some elements you might see when using storytelling in proposals:

• The three-act structure. Your proposal should have a clear beginning, middle, and end. It’s not just a data dump—it’s a journey. Begin with the client’s challenge or pain point, move into your solution, and close with the outcome.
• A relatable protagonist. Every good story needs a hero, and in your proposal, that hero is your client. Put them at the center of your narrative, with your company as the trusted guide helping them succeed. If they’re Luke, your company is Obi-Wan/Yoda. If the client is Harry Potter, your company is Dumbledore. You get the picture.
• Concrete examples. Ditch the abstract claims and replace them with mini case studies or anecdotes. “We improved efficiency by 30%” is fine, but “We helped a regional hospital cut patient wait times from three hours to one” paints a much more relatable and meaningful picture.
• Emotional resonance. Even in business, decisions aren’t made purely on logic. Businesses are run by people, for people. Highlight the human impact—did your solution save time, reduce stress, or create new opportunities? This makes your proposal feel less like a spreadsheet and more like a much-needed solution to a real-world problem.

Why go through all this effort? Because people remember stories. A pile of bullet points may be efficiently skimmed, but it’s just as easily forgotten. When you create a narrative that shows how your solution transforms a client’s situation, it’s much more memorable. Storytelling helps decision-makers see themselves in the outcome you’re promising.

How to start weaving storytelling in:

• Open with a scene that mirrors your client’s pain points.
• Ditch the jargon in favor of active, engaging language.
• Close with a vision of success that feels inspiring and tangible—make them feel the win!

So, when your boss tells you to “add storytelling,” they’re really asking you to connect the dots between data and meaning. This strategy can help transform your proposals from merely informative to truly persuasive.

Keep at it. Before long, you’ll find that you can uncover a memorable story in just about any business proposal.

Warmly,
Your Writing Gandalf,
Mr. Higgonbottom