Storytelling isn't just a tool—it's the heartbeat of every successful brand.
It’s how we connect, resonate, and ultimately, how we stay remembered.
The facts, figures, and features of a product?
They’re important, sure.
But it’s the story you tell around them that makes them come alive.
Why does storytelling matter in business?
Because we’re all human.
We often talk about the obvious metrics: clicks, conversions, bounce rates.
They’re the easy ones to measure, the ones that fit neatly into a spreadsheet.
But what about the signals beneath the surface?
The hidden cues that reveal what users truly feel and think as they interact with your design?
Consider the hover.
It’s a pause, a moment of curiosity.
We live in a world where every click, scroll, and interaction is a direct response to how we, as humans, perceive and process information.
Design is not just about aesthetics; it's about how design relates to customers.
It’s about understanding the invisible forces that guide user behavior and leveraging them to create experiences that resonate, engage, and convert.
In the last day or so, I’ve found myself thinking about a friend from my school days.
I don’t know why he’s been on my mind, but I can’t help but wonder where he is now and if he ever found his way.
Let’s call him Dan.
Dan was quiet, kindhearted, and incredibly bright. We didn’t spend a lot of time together, in or out of school, but when we did, there was a connection, a mutual respect.
Dan was autistic. And by that, I mean genuinely autistic.
These days, “autism” seems to be...
Life is a fleeting, unpredictable, and unapologetic journey.
For most of us, it’s filled with more darkness than we’d like to admit.
We can’t always pinpoint where it comes from, and often, we struggle to tame it, to turn it into something more.
But darkness is part of being human, it’s woven into the fabric of our existence.
Yet, what makes all the darkness worth enduring are those rare, unexpected glimmers of light that break through.
When they come, they feel almost magical, divine.
To be a good leader, you can't be concerned with being liked.
You have to do what's necessary for the group's benefit, survival, and progress.
You have to be tough on people but empathetic when it's necessary.
You have to mentor those who work for you, but you must also be in a state of constant learning to ensure your progress.
You have to be able to make the hard decisions and bear the weight of any subsequent consequences.
You must be honest and transparent, even if that hurts people's feelings.
No matter what you do, you will suffer because life is suffering.
You will suffer the pain of never amounting to your own expectations.
Equally, should you achieve something, you will suffer the sacrifices it took to get there.
There is no path forward that doesn’t involve pain and suffering.
Failure to acknowledge this is ignorance at its very best.
There are no handouts.
Everything has a cost.
Life is fragile.
In the beginning, this experience feels like a long road to walk.
By the end, it feels like it’s come and gone in the blink of an eye.
You come from the unknown, and when your time comes, you return to the unknown.
In between you live.
You love.
You experience something.
But the nature of what you experience is fragile, afforded by a delicate balance throughout the universe that won’t last forever.
But you could argue the fragility of life is what makes it so special.
Its fragility...
Speaking your mind is a scary proposition.
What if people don’t like what you have to say?
What if they don’t want to listen to you?
What if you don’t come across as confident as you are internally?
There’s a difference between our internal dialogue and our outward dialogue.
In our mind, we can be strong - explore ideas, scenarios, and possible futures without confrontation.
In the real world, we’re subjected to criticism, doubt, scepticism, and undeniable challenges.
But that’s the most...
Pride is a double-edged sword.
Too much pride will get you killed.
Too little will get you nowhere.
People with too much pride are arrogant, stubborn, and blind to their flaws.
People with too little pride tend to have low self-esteem, seek to please others to a fault, have difficulty accepting praise, and apologise excessively.
Both are consequential to one’s being.
Both result in a distorted reality of oneself.
You might be someone with...
It's natural to fear change, uncomfortable conversations, or confrontation.
Choosing a life of truth, curiosity, and adventure differs from a life of safety, complacency, and insecurity.
One requires courage to step forward into the unknown.
The other involves settling for a life of quiet desperation.
If the latter resonates with you, you'd be better off if...
How long will it take before you realise that you’re wasting time?
That the window of opportunity you have to chase your dreams and do what you enjoy is closing with every passing day?
Time eventually takes us all - when and how isn’t up to us.
This life is a gift, a blessing, afforded by a delicate balance in the universe that won’t last forever.
This experience will be over in the blink of an eye, and everything you ever were will be...
My story to date isn't one of success but of learning and experience.
Not enough learning or experience to think I know more than anyone else.
But not little enough to think I don't have something worth sharing.
My story so far is different from the one you might expect.
The internet is overflowing with stories of entrepreneurs telling stories about how they went from nothing to something.
Many of them make it sound easy like anyone can do it.
But the truth is that most entrepreneurs...
Your past isn’t you.
Your past is a series of many versions of you, many memories all spliced together throughout your life.
You might bind to a particular version of yourself, one that you’re afraid to leave behind.
It makes sense; we all do it.
But true growth comes not from letting go, but from understanding every experience you’ve ever had has contributed, for better or for worse, to the person you are right now.
Each passing moment offers the opportunity to...
I’ve always wanted to start a blog, but could never justify its existence.
Would people read it?
Am I a good enough writer?
Do I actually have anything worth sharing?
Would I be taking attention away from other projects important to me?
These are questions yet to be answered.
At times, I’m too conservative when it comes to sharing my work.
Like a lot of us, I don’t want to put anything out there until it’s ‘perfect’, but there’s no such thing perfect, only better than yesterday.