“I am a big believer in stories. I think they are the most powerful thing.”President Barak Obama, The Co-op Live Arena Manchester, October 2026
I was so chuffed to spend an evening with President Barak Obama last week, thanks to my fabulous friend Alison. The audience of around 20,000 people was massively diverse with people of all ages and races. Yet he managed to connect with us all in some way, and he did that by telling us stories.
His stories were relatable and engaging.
Here are a few of the things he talked about:
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How dangerous and divisive it is to become trapped in our silos, and how listening to people with different opinions to our own is so valuable. We don’t have to agree with them, but the least we can do is listen and understand their perspective.
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Presenting things like fiscal policies in a story can give it some context. Showing how policies impact people is far more powerful than just giving the numbers.
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How the cotton workers in Manchester supported the American Civil rights movements. Even when their livelihoods depended on cotton, this group of British working class workers who were hungry and struggling decided that they were going to stand with those who were fighting for freedom, despite the detrimental impact on them.
President Obama showed how people from such different backgrounds are still deeply connected in so many ways, and stressed the importance of telling our stories and passing them down the generations. My biggest takeaway was how stories connect with people.
Stories connect us both socially and in the business world.
By telling stories you show you understand your audience and build a connection with them. You’re then on your way to building trust and persuading them to buy from you.
Contact me on 07970 754432 or email me here if you’d like me to help you create stories that connect with your audience.