Season 1, Episode 22

Hilary Salzman, the Business Storyteller

by | Jun 25, 2023 | 0 comments

You’ve probably heard of the power of storytelling in business, but how do we actually go about doing it – and do we need to be a natural-born storyteller? Enter, Hilary Salzman, the Business Storyteller. In this episode of Pitch Masters, we discuss why we should tell stories in business, the science behind creating emotional connections, and frameworks you can immediately start using to create your own compelling stories. We also talk about the challenges that women face in male-dominated industries, overcoming imposter syndrome, and we have an open discussion on whether ChatGPT has a role in storytelling.

Carl Hewitt

In the fast-paced world of business, where attention spans are dwindling, capturing and maintaining the interest of an audience can be a challenging task. However, there is a timeless tool that has been captivating humans since the dawn of civilization: storytelling. Hilary Salzman is not only an expert; she’s built a business on the topic and is the founder and CEO of 22 Stories, offering coaching, consulting, and content creation. No matter what business you’re involved in, storytelling can unlock a remarkable pathway to persuasion, engagement, and influence.


The Neuroscience of Storytelling

Our brains are hardwired to respond to stories. When we hear or read a well-crafted narrative, our brains don’t simply process the information intellectually. They actively participate in the story, creating a profound impact on our thoughts, emotions, and actions. This remarkable phenomenon can be attributed to the interplay of chemicals in our brains.

One of the key chemicals involved in storytelling is oxytocin, often referred to as the “trust hormone.” When we experience emotional stories, oxytocin levels rise, fostering a sense of empathy and connection with the characters or events being described. This emotional resonance makes us more receptive to the message being conveyed.

Additionally, storytelling triggers the release of dopamine, a neurotransmitter associated with pleasure and reward. Dopamine not only enhances our focus and motivation but also helps us remember information more effectively. This neurological response explains why we often remember stories long after the details of a presentation have faded from memory.


Mirror Neurons and Empathy

Mirror neurons, a discovery of modern neuroscience, play a crucial role in our ability to empathise with others. These neurons fire both when we perform an action and when we witness someone else performing the same action. This remarkable mechanism allows us to mentally simulate experiences and emotions, effectively stepping into the shoes of the protagonist in a story.

By leveraging mirror neurons, storytelling in business helps bridge the gap between the presenter and the audience. When we hear a compelling narrative, our mirror neurons fire, allowing us to share the experiences of the characters. This shared experience cultivates empathy, deepening the connection between the storyteller and the listener. As a result, stories have the power to influence attitudes, beliefs, and behaviours in ways that traditional presentations often fail to achieve.


The Power of Persuasion and Engagement

We have all witnessed the captivating allure of movies and books. We willingly invest hours of our lives immersing ourselves in their narratives, feeling a range of emotions and experiencing journeys that transport us to different worlds. In stark contrast, traditional business presentations often fail to evoke similar levels of engagement. Why is that?

The answer lies in the fundamental nature of stories. Stories engage not only our logical faculties but also our emotions, imagination, and intuition. They activate multiple areas of the brain simultaneously, making the information more memorable, relatable, and persuasive. Stories have the power to create a shared reality, allowing the listener to see the world through the storyteller’s eyes.

In today’s business landscape, everyone has a story to tell. Each individual, product, or brand possesses unique experiences, challenges, and triumphs that can be harnessed for greater impact. By employing various storytelling frameworks such as the hero’s journey, anecdotes, metaphors, or personal narratives, businesses can unlock the immense potential of storytelling.

Storytelling in business is not limited to marketing or branding alone. It can be used in sales pitches, presentations, negotiations, team building, and leadership communication. By adopting the principles of storytelling, business professionals can break free from the monotony of data-driven, uninspiring presentations and create a lasting impression on their audience. When we integrate storytelling into our business communications, we tap into the power of narratives to captivate, inspire, and persuade.

The beauty of storytelling is that it transcends industries, cultures, and demographics. Whether you are a tech startup, a healthcare professional, or a nonprofit organization, stories have the ability to connect you with your audience on a deep emotional level. By harnessing the power of storytelling, you can convey your ideas, products, or services in a way that resonates with your listeners, creating a lasting impact.


Unlock Your Storytelling Potential

We all have stories within us waiting to be told. They may be personal experiences, customer success stories, or even fictional narratives that illustrate a larger point. By embracing the art of storytelling, we can tap into our innate creativity and leverage the neuroscience-backed power of narratives.

To harness the full potential of storytelling in business, it’s important to:

  1. Understand your audience: Tailor your stories to resonate with their values, beliefs, and aspirations. Connect on an emotional level by addressing their needs and desires.
  2. Craft a compelling narrative: Develop a coherent structure that captivates your audience from the beginning to the end. Consider using elements like conflict, resolution, and character development to create an engaging storyline.
  3. Use sensory language: Incorporate vivid descriptions that appeal to the senses, allowing your listeners to imagine and experience the story in their minds.
  4. Show vulnerability and authenticity: Share personal anecdotes or real-life examples that demonstrate your journey, challenges, and growth. Authenticity builds trust and establishes a genuine connection with your audience.
  5. Practice storytelling techniques: Explore different frameworks, such as the hero’s journey, three-act structure, or emotional arcs, to infuse depth and impact into your narratives.



In the realm of business, where attention is a scarce resource, storytelling stands as a beacon of influence and engagement. Supported by neuroscience and the intricate workings of our brains, storytelling taps into the power of emotions, empathy, and shared experiences. By utilizing various storytelling frameworks and embracing the stories within us, we can captivate our audience, inspire action, and forge meaningful connections. In a world saturated with information, it is through storytelling that businesses can truly stand out and make a lasting impact. So, unleash the power of storytelling and unlock the potential within your business.

You can connect with Hilary on her website, Instagram, and Linkedin, and I would HIGHLY recommend her Podcast, The Everyday Storyteller.

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