"I often hear the term 'storytelling,' but I wonder—how do we use something as emotional as a story while staying focused on the core business message?", that’s what one of our clients asked during a meeting.
And this question brought two things to light: first, people often connect "storytelling" with the kind of stories we’ve heard for ages—tales filled with emotion and drama. Second, most aren’t familiar with the idea of "storytelling with a business context," so they assume storytelling has no place in the real world of presentations.
Let’s clear that up: presentation storytelling isn’t about telling random emotional anecdotes. It’s about shaping your business narrative in a way that engages your audience. And that’s what sets apart presentations that stick with people from those that fizzle out.
In this blog, we’re going to break down what presentation storytelling really is, why it matters more than ever, and most importantly, how to weave it into your own presentations. Stick around for some examples too—I promise it’ll all make perfect sense by the end.
What is Presentation Storytelling?
Presentation storytelling is simple: it’s taking your business ideas and turning them into a cohesive narrative. Think of it as guiding your audience through a journey—from point A to point B—without losing them along the way. Instead of just throwing data at them, you’re leading them through the why and how of what you’re presenting.
Here’s the kicker: storytelling doesn’t mean sacrificing logic for emotions. It’s about adding depth to your message, giving it a structure that flows, and making your content relatable. Your story should highlight the challenge (the problem your business or product solves), the journey (how you address it), and the resolution (the positive impact).
Why is Presentation Storytelling Important?
Let’s not kid ourselves: attention spans are short. If you can’t grab your audience in the first few slides, you’ve lost them. Presentation storytelling bridges that gap. It’s your best bet to keep people engaged.
But there’s more to it than just keeping attention. Storytelling helps your audience connect the dots. When you package your facts, figures, and key points into a story, they get it. They understand why your product or solution matters.
Plus, when people relate to your story, they’re more likely to remember it—and that’s huge. Whether you’re pitching investors, presenting to a board, or selling to clients, you want them to walk away remembering your message. Storytelling helps lock that in.
How to use storytelling in your presentations?
1. Choose a story structure
Have you watched The Lion King? It’s a great & inspirational story. What you don’t know is that the movie follows a narrative structure called “Monomyth”. Also known as Hero’s Journey. Hands up if you’ve heard this story structure before: A lonely hero who is trying to find himself. A sudden and unexpected journey, promising adventure and peril. A test of character, strength, and skill. An ultimate battle that tests the hero’s resolve. A triumphant return home. That’s the Hero’s Journey I’m talking about.
Hero’s Journey isn’t the only story structure on this planet. You can also refer to other narrative structures like linear narrative, non-linear narrative, quest narrative, viewpoint narrative, etc. I’ll write another article about these individual structures but for now, you can google them for reference.
If you’re aiming at presentation storytelling, the first thing you need to do is set up a story structure. How does this work with business? For example, if you’re presenting your research, you can craft a story of challenges you faced & how you came out victorious.
2. Business context is of the essence
I know exactly what’s the biggest challenge you’ll face in presentation storytelling. You’ll get carried away & lose business context. It’s dangerous because if you write too much personal, the audience will think, “How’s this relevant??”.
How to stop yourself from making this mistake? After writing each slide, ask yourself this question, “Does it make sense for the business?”.
For example, while delivering a sales presentation you went on & on about the Founder’s struggle - the pitch will fall flat. Know the circumstances! The prospects are interested in knowing how you can make their life better. Try this instead- build a before/after picture of imagination & a rationale to act now. (Refer to the Zuora sales deck)
3. The magical element of surprise & humor
The other day I came across a brilliant presentation from HubSpot (on SlideShare). The presentation started with, “YOUR CUSTOMERS ARE BETTER AT MARKETING THAN YOU”. Then the presentation went on about how the customers have learned to ignore brands & their content. The best thing about this presentation is that it starts with a challenging bold statement, an element of surprise. When I saw this slide, nothing could stop me from exploring it further.
You can always use the “element of surprise” to challenge existing beliefs, bring revolution & attract attention. How do I know it works? When I saw this slide, nothing could stop me from exploring it further. If it worked on someone who makes presentations every single day…it would work on anyone.
4. Build their stake in your success
Want to know what’s the ultimate level of presentation storytelling? Making the audience feel they have a stake in your success. I know only a few presentations that have been able to achieve this level. The Zuora Sales Presentation & The Airbnb investor presentation. The Airbnb pitch deck from 2009 was so good that it raised $600k from Sequoia Capital & Y Combinator.
But there’s a catch to making this happen. You need everything figured out with excellent ideas. The Airbnb pitch deck I referred to had no logical loopholes & they presented a rationale + vision to the investors. It made sense logically & was a great story too.
You can read our full analysis of the Airbnb pitch deck in this article: https://www.inknarrates.com/post/airbnb-pitch-deck
5. Claim your space
“Respect the time while presenting” is what we’ve been told all our lives. It’s a good ideology but causes rushed presentations. Presentation storytelling doesn’t work well with time constraints. If you have a great story to tell, don’t rush it. Relax, take up space & claim attention.
“Easier said than done, most events allot time to the speakers”. True, doesn’t mean you have to rush. Know your allotted time, rehearse your story & manage the pace. Not too fast, not too slow & you’ll do just fine.
6. The art of visual storytelling
As a Creative Director, I like the word “Visual Storytelling” better than “Storytelling”. What I mean is that a presentation is incomplete without a great design. Design matters more than you think. It has the potential to make or break your brand’s reputation.
Let’s refer to The Lion King again, no matter how good the storyline is, would you have enjoyed watching it without those Disney animations? I’m guessing the answer is no.
Similarly, do this favor for your audience. Make your presentation look good with proper layouts, emotional imagery, fun illustrations, conceptual icons, relevant typography, etc.
Presentation Storytelling Examples
Sometimes examples make things a bit more digestible, so let’s go through a couple of cases where storytelling made all the difference.
Example 1: Airbnb’s Early Pitch
Airbnb’s early pitch deck is famous for a reason. Instead of just listing out features, they framed their business as the solution to a very relatable problem—affordable, unique travel experiences. They laid out the problem (hotels are expensive and boring), the journey (Airbnb connects people to unique stays), and the solution (affordable and personal travel). This simple, yet powerful story helped them connect with investors in a way a list of facts wouldn’t have.
Example 2: Nike’s Product Launch
Nike doesn’t just sell shoes. When they launch a new product, they tell a story of innovation and empowerment. For instance, when launching a new running shoe, they don’t just talk about the materials and technology. They tell the story of how this shoe was designed to help runners achieve personal bests. It’s about the journey of the athlete, and the shoe is part of that story.
Why Storytelling Makes All the Difference
To wrap this up, let’s talk about why storytelling really does make all the difference in your presentations.
It humanizes your message. People connect with stories, not bullet points. A well-told story makes your business relatable and builds trust.
It clarifies complex ideas. Sometimes the things we present are complicated. Storytelling simplifies these concepts by putting them in a context people can understand.
It creates a memorable experience. If people remember your story, they remember your business. And that’s the goal.
Work with us
If you’re looking for expert help crafting your next presentation with a strong narrative, we’re here for you. Reach out through the contact section of our website or schedule a consultation directly—we’d love to help you tell your business story.
Feel free to reach out if you’d like to work with us, contact@inknarrates.com
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