Read time: 3.5 min.

I spent this week freelancing at a company most people would call "visionary."

It’s a place where the future is being built, and everyone is constantly buzzing with new ideas.

But after a long day of talking to brilliant people, the conversation that stuck with me the most didn’t come from a scientist, engineer, or CEO.

It came from a 60-year-old woman in the dishwashing area.

She shared how, just last year, she almost had to cancel plans for her favorite festival—a weekend she and her friends looked forward to all year.

The night before, she took out the compost. The bin was full, so she climbed in to push the waste down. What could go wrong, right?

But as she tried to climb back out, her foot got stuck, and the entire bin tipped over—smacking her to the ground. She blacked out.

A little later she woke up, and apart from the hit, everything seemed fine.

Until she tried to push herself up.

Her right wrist was bent in a horrific S-shape.

Before the pain even had a chance to register, her mind was consumed with a single worry: ”I’m going to miss the festival.”

Panic set in.

Without thinking, she grabbed her wrist and, in one forceful movement, popped it back into place. Relief, but only for a moment. When the adrenaline wore off, the pain kicked in. Hard.

A trip to the hospital confirmed the obvious—her wrist was broken.

But, remarkably, she had reset it correctly.

The doctor advised her to leave it to the professionals next time, but she couldn’t care less. She was ecstatic. Because all that mattered was she could still go to her favorite festival the next day.

You Don’t Have to Be a Genius

After a full day of engaging with experts, why was this simple story the one that stayed with me?

The problem many of us face, whether in business or communication, is that we focus too much on facts, stats, and technical details.

We think the key to making an impact is showing how knowledgeable we are. But that often leaves the audience disconnected, overwhelmed, or simply bored.

Think about it—how often do you read an article or attend a meeting and instantly forget most of what was said? That’s because we’re wired to respond to stories, not just information.

Despite all the mind-blowing conversations I had, none of them resonated as deeply as this woman's story about a music festival she almost missed.

It wasn't revolutionary, but it was real. It had a clear arc, emotions I could feel—panic, relief, excitement—and it was relatable. It stuck.

How to Make Your Message Stick

If you want your message to be memorable, embrace storytelling. Facts and figures are important, but stories connect. They stay with people long after the conversation ends.

Here’s how to start:

Find the human element in what you’re saying.

• What’s the story behind the data?

• What emotional or relatable angle can you draw out?

Let’s take a look at some examples.

Example 1) Business Coach

• Technical Fact: ”My client satisfaction rate is 85%.”

• Human Story: ”I worked with a single mom who, within six months, turned her side hustle into a full-time business, allowing her to support her family.”

Example 2) Public Speaker

• Technical Fact: ”I’ve spoken to audiences of up to 10,000 people.”

• Human Story: ”After one of my talks, a teenager came up to me and said my speech gave them the courage to pursue a career they were too scared to dream about.”

Example 3) Fitness Trainer

• Technical Fact: ”My fitness program has 50 different workouts.”

• Human Story: ”One of my clients, who struggled with weight for years, found a renewed sense of energy and confidence after completing my program and is now training for his first marathon.”

Every fact, figure, or piece of data has a story behind it. Find that story. Instead of focusing on technical details, highlight how it impacts real people. Whether it’s a personal experience, a customer success story, or a relatable analogy, bring the human side to the forefront.

Final Words

The story of a broken wrist, a compost bin, and a near-missed festival left a stronger impression on me than the intellectual insights of the experts.

That’s the power of a good story.

Use it, and your audience will not only hear you—they’ll remember you.

Talk to you next week.

Much love,

— Martijn