In a world flooded with data, pitches, and product claims, it’s not the facts that people remember, it’s the stories. Storytelling is no longer a nice-to-have in business communication; it’s essential. Whether you’re pitching a product, building a brand, or leading a team, storytelling bridges the gap between information and emotion. This helps people not just understand what you do, but believe in why it matters.
At the heart of compelling storytelling lies a powerful model know as the Rhetorical Triangle: ethos is the credibility of the story, pathos is the emotion of the story and logos is the logic of the story. These three elements work together to create stories that resonate, influence, are memorable and inspire action.
Ethos: Establishing Trust Through Authenticity
Ethos is about who’s telling the story. In business, it’s not enough to have a great idea; people want to know who you are and why they should trust you. Are you credible? Do you walk the talk? This is critical in the world of social media where so much is hype over honesty.
When businesses tell stories that are honest and personal, maybe about their beginnings, their failures, their mission, they establish ethos. Think of Ben and Jerrys ice cream. Their story around sustainability and activism make their environmental ethos clear. Their voice is rooted in transparency, which builds a sense of trust. Authenticity is key here. People can smell insincerity a mile away. The more genuine and human your narrative, the more powerful your ethos becomes.
Pathos: Tapping into Emotion
While facts tell, feelings sell and Pathos is the emotional heart of a story. It’s what moves people. It’s what makes your message stick.
In business storytelling, pathos shows up when you talk about your customers’ struggles, your team’s triumphs, or the social impact of your work. Emotionally charged language using words like hope, fear, joy, or resilience, helps your audience feel the stakes, not just hear about them.
Consider the countless small businesses that thrived during the pandemic by telling raw, emotional stories on social media. They offer a window into their products, but also about the people behind them. Those stories created emotional connection, and that connection drives loyalty.
Logos: Backing It Up with Logic
Of course, even the most heartfelt story needs substance. That’s where logos comes in, it appeals to the logical, critical thinker. Data, metrics, processes, case studies: these elements provide the why it works behind the why it matters.
In a business setting, logos reinforces your emotional story with facts. For example, a social enterprise might share a story about a woman empowered by their training program (pathos), talk about their founders’ vision (ethos), and then show statistics about how their work has helped over 10,000 people globally (logos). Each element strengthens the other.
A story built on all three pillars is not only convincing, it’s unforgettable!
Why It Works: Human Brains Are Wired for Stories
Research shows us that stories activate more parts of our brain than data alone. When we hear a story, we don’t just process language, we simulate experience. We live the story. That’s why storytelling fosters empathy, trust, and action. In business, this means better engagement, stronger relationships, and more meaningful impact.
Bringing It All Together
To craft compelling business stories, begin with your values. Who are you? Why do you care? That’s ethos. Then ask: what do you want your audience to feel? That’s pathos. And finally, what facts, outcomes, or logic support your message? That’s logos.
A well-told story isn’t about selling, it’s about connecting. When your story reflects real emotion, grounded in credibility and backed by truth, people listen. More importantly, they remember. Because in business, just like in life, it’s not just what you do that matters. It’s the story you tell about why you do it.
About Wendy
Wendy Garcarz is a leading voice in entrepreneurial leadership and strategic business growth. She specialises in helping women-led businesses step into their thought leadership potential and drive meaningful impact across sectors. Through coaching, consulting, and cutting-edge frameworks, Wendy helps small business owners unlock their influence and the economy’s future. She is the founder and CEO of Refirement CIC, the global movement for redefining retirement for women in the 21st century. We are creating a supportive community for women who want to rock but not in a chair!