Why storytelling is so much more than a buzzword.

According to recent figures from the US, the use of the word “storytelling” in LinkedIn
posts has doubled over the past year.

A trend? Unlikely.

But, when a word shows up that often – it’s worth finding out why, and is probably
the reason the bosses on Radio 4’s Today programme decided to air it, and invite
two highly respected voices from the world of communications to comment: Sir
Martin Sorrell, founder and Executive Chairman of S4 Capital, and Sarah Waddington
CBE, CEO of the Public Relations and Communications Association (PRCA).

Sir Martin’s view was rooted in how the digital economy works:
– advertising is dominated by a handful of powerful platforms,
– content is consumed online,
– algorithms (increasingly AI) decide what gets seen.

In that world, brands are under pressure to produce content at scale. So when he
talks about storytelling, he really means: “Narrative-shaped content is the best way
to feed the platforms that now control attention.”

But Sarah took a different stance: storytelling isn’t about volume she said, but about
narrative control.

She went on to explain, in a fragmented digital landscape, where brands create their
own media:
– communities form around shared interests
– misinformation spreads quickly
– and the ability to clearly articulate who you are, what you stand for, and why people
should care has never been more important.

In her view, storytelling sits at the heart of reputation, trust, clarity and meaning.

So why does this debate matter? Because both arguments are true – but they apply
to different realities.

For larger brands, storytelling is often about scale. They already have a story; their
challenge is visibility, reach and consistency. But for most small businesses, the
problem isn’t scale. It’s story.

And here’s my point.

Too many SMEs feel pressure to post more, show up everywhere and keep feeding
content into LinkedIn and other platforms, without ever stopping to define the story
behind it.

Perhaps what this surge in the use of the word “storytelling” is really telling us is not
that everyone suddenly became a storyteller – but that more businesses are sensing
something is missing.

For SMEs, storytelling isn’t about clever words or volume of content. It’s about
getting clear on:

• what you do (beyond the service list)
• why you exist (and who for)
• what makes you different
• what you want to be known for

When that story is clear, content stops being just noise and starts to work harder.

At No.10, we always start there.

Not with content calendars, logos or websites – but with helping businesses uncover
and shape the story they already have.

Because storytelling isn’t a trend to keep up with, but how your brand stands out and
ultimately, survives.