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By Helen Packham.

I love stories. As a child, I loved elaborate fairy tales and being a character in my own adventures.

Now, as a Transformational Life and Business Coach, I help my clients use their stories to build a business that is aligned with their passion and purpose. I have been amazed by each of their stories, and how they are using their experiences to help others through their services.

Why are stories important?

Through a story, you connect with the storyteller and begin to trust their openness and vulnerability. You can relate to the struggles and learning, and be inspired to take action.

If you are setting up your own business or maybe a little further along the journey, delving into your story can provide some clarity.

My story

Getting clear on my story and the milestones I’ve encountered has enabled me to build two successful online businesses. I am now laser clear on my passion and purpose, my services, my vision and mission, and the messages I send in my marketing. This has resulted in attracting the clients that are an ideal fit for my services. When I ask them why they were drawn to me, they say that they can relate to my story, and what I have to offer as a result of my life and business experience, (you can check out my story here.)

I have been moved by some incredible storytellers such as Elizabeth Gilbert and Brené Brown, plus friends, family members, peers, mentors and coaches that I have hired to help me on my journey.

How to use your story to build a business

I use the famous 'heroes journey' formula to enable my clients to dig deep into their story. I’m going to share with you the key components of that so that you can plug it into your own story.

1.   Pick the right starting point

You may have many stories from your life that have led you to where you are now. Pick a starting point that marks the beginning of this particular journey. It’s important to include parts of both your life and business experience, however you don’t need to tell your whole life story unless it is relevant to do so.

This is known as the 'call to adventure'. You may have started on this journey willingly or reluctantly. Either way, nail it down.

2. Discover your turning point

As Tony Robbins says, in life you need either inspiration or desperation to make a change. Maybe you were inspired by something or someone, or had to make a change when there was no other option.

How did you feel in that moment? Were you frustrated? Angry? Excited? Inspired? Identifying this emotion can help you to get clear on the problem you can solve for customers with your product or service. I was able to identify my own turning point with the help of the amazing coach Sanae Floyd.

Which leads me to…

3. Your mentors and allies

Who has been on the journey with you? What mentors have supported you along the way? Identify how this fits in with your story and the relevance to your messaging. It's important to talk about the support you have received to enable you to reach the levels of success you're achieving now. I wouldn’t be where I am today without the coaches and mentors who have supported me. It is, therefore, crucial to include this in my story. No woman is an island!

4. Your elixir to the community

The best part of your story is identifying what you have to offer as a result of your journey. It is your special gift, a result of all the achievements, struggles, learning, growth and inspiration, and is the conclusion of your story. Getting clear on your elixir gives you powerful clarity in your marketing messages and the mix of services you can offer. 


Helen is a Transformational Life and Business Coach helping women build successful online businesses. She supports her clients to gain the confidence, business know-how, and time and energy to build a business truly aligned with their passion and purpose. You can find a tribe of like-minded women in her Facebook group The Tenacious Tribe Of Lady Entrepreneurs.  If you’d like support exploring your story, please join us!

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