They don't want more polished sales language — they want to feel connected to the people behind the brand. Done right, storytelling becomes a competitive edge: It humanizes your brand, builds trust and inspires long-term loyalty. Three ways to make your stories stickHere are a few techniques that make storytelling more engaging and memorable:1. Start with the mistakePeople learn best from stories of failure because failure is universal — everyone has faced setbacks. These stories don't just create relatability; they offer powerful lessons in resilience and crisis management.