Do It For The Story: The Power Of Narrative

Do It For The Story is a monthly editorial for business owners, entrepreneurs, NPO leaders, creators and marketing managers who believe strong brands are built through real human connection. Produced by Tenley Voogt of Ten & Co, it is a campaign and newsletter with me contributing as a part-time collaborator. It covers verbal, written and visual branding, and grew out of a simple but powerful observation: people need to spend time with your ideas before they feel a real sense of connection.

In the 1990s and early 2000s, the signals of success were clear: a high-rise office, a corner suite, a polished mahogany boardroom table. These were the markers of credibility, the things that impressed clients and commanded respect. But the world has changed. Today, before someone buys from you, consults with you or collaborates with you, they want more than just a prestigious address or an impressive title. They want to understand how you think. They want to hear your perspective, not just once, but repeatedly. They want to see your values, your personality and most importantly, they want to notice consistency over time. In short, they want to know your story.

This shift in how we build trust and connection is at the heart of Do It For The Story. Research suggests that it takes roughly seven hours of exposure to someone’s voice, thoughts and content before that familiarity turns into trust. Seven hours might sound like a lot, but it is a useful benchmark. It is the amount of time it takes for someone to move from casual awareness to feeling like they truly know you.

The idea is not about churning out content for the sake of it. It is about creating meaningful, long-form material that gives people the chance to engage with your thinking. Whether it is a thoughtful newsletter, an in-depth LinkedIn post, a recorded speaking engagement or a podcast episode, this kind of content allows people to spend time with you digitally. And time, as it turns out, is one of the strongest drivers of trust. The more someone can engage with your ideas and perspective, the more comfortable they feel taking the next step, whether that is hiring you, collaborating with you or buying from you.

Of course, the thought of producing seven hours of content can be daunting. Many business owners and entrepreneurs struggle just to write a single LinkedIn post. But the advice is simple: just start. It does not need to be perfect. It just needs to be honest. Your content is not just marketing. It is relationship building. It is the way you invite people into your world, show them who you are and let them see the person behind the business.

At the end of the day, people will not remember you for your earnings or your assets. They will remember the stories: the risks you took, the lessons you learned, the failures that shaped you and the moments worth celebrating along the way. In a world where attention is scarce and trust is hard-won, your story is the most powerful tool you have. So do it for the story. That is the only thing that lasts.

Subscribers receive direct insight on defining their purpose, shaping their Brand DNA and using their story to move their vision forward to achieve what they set out to do (and more). If you would like to subscribe to the newsletter please go to www.tenandcompany.com/do-it-for-the-story