Setting the Scene
Once upon a time, in a training room in Amsterdam, I was facilitating a training session to introduce a new way of working. We knew that change—even when necessary—can feel uncomfortable. So instead of starting with frameworks and bullet points—what to do and what not to do—I opened with a story.
I played Barack Obama’s now-famous “Fired up! Ready to go!” speech.
The atmosphere shifted. People leaned in. Smiles appeared. The energy in the room changed.
That moment reminded me of something essential in both leadership and Business English: if you want people to listen, to care, to change—you need to tell a story. You need to get them tuned in, involved, captivated, focused, and absolutely caught in the rhythm of your voice.
Why Stories Work
Stories are how we make sense of the world. Long before we had slideshows and strategy decks, we had stories—told around fires, passed down through generations. Our brains are wired for narrative. When we hear a story, we don’t just process the words—we feel them. We imagine, empathise, and remember.
We’ve all experienced that moment when a story grabs our attention—whether it starts with “Once upon a time…” or something more unexpected. That opening line isn’t just for fairy tales; it’s a signal that something meaningful is about to unfold. In Business English, the same principle applies. A well-told story—whether it’s about a client win, a leadership challenge, or a lesson learned—draws people in. It turns abstract ideas into something real, relatable, and memorable.
In Business English communication, storytelling builds trust, clarity, and connection. It helps professionals explain complex ideas, influence decisions, and lead with authenticity. In language learning, storytelling boosts fluency, vocabulary retention, and confidence. In both, it transforms information into meaning.
You don’t need to be a novelist or keynote speaker to tell a great story. If you’ve ever shared a moment, set a scene, or made someone laugh with a tale from your day—you already know how to captivate an audience. It’s in all of us.
Obama’s “Fired Up” Moment
In the speech I shared during the training, Barack Obama tells the story of a woman in South Carolina who kept showing up to his campaign events, shouting “Fired up! Ready to go!” It’s simple. It’s rhythmic. It’s human.
But it’s also electric.
He could have simply said, “We need energy and commitment.” But instead, he demonstrated it—through a story that was real, unexpected, and deeply human. And that made all the difference.
I watched as professionals in the room—many of whom had never heard the speech before—got goosebumps. You could feel the shift. They weren’t just listening; they were feeling. They were present—in that moment—with him, with me, and with each other.
What struck me most was how often this happened. I delivered that training many times, and every time I played that clip, the reaction was the same. I never tired of it. Even though I could practically recite it by heart, it still gave me goosebumps.
Why? Because it wasn’t just a speech. It was a story with rhythm. A call-and-response. A shared heartbeat. It pulled people in—not just intellectually, but emotionally and physically. That’s the power of storytelling—in leadership, in communication, and in Business English.
Watch the Power of Storytelling in Action
Take a moment to watch this short clip. Even if you’ve seen it before, listen again—not just to the words, but to the rhythm, the energy, and the emotional connection. This is storytelling in leadership and Business English at its most human and effective.
A Lesson in Business English Communication
This moment is more than just a great example of leadership—it’s a masterclass in Business English communication.
In the workplace, we often focus on clarity, precision, and professionalism. But the most impactful communicators go beyond that. They use storytelling to inspire, persuade, and connect. Whether you’re pitching an idea, leading a team, or presenting to clients, the ability to tell a compelling story can set you apart.
Obama’s speech reminds us that:
- Repetition reinforces key messages—essential in presentations, negotiations, and public speaking.
- Emotion builds trust and connection—crucial in leadership and team dynamics.
- Rhythm and delivery make your message memorable—especially when speaking to international or multicultural audiences.
These aren’t just soft skills—they’re strategic communication tools that drive engagement, clarity, and action, and they’re just as valuable for non-native English speakers as they are for native ones.
For those learning English more generally, the lesson still holds: when you speak from a place of authenticity and structure your message like a story, your language becomes more powerful, more natural, and more you.
Practicing Storytelling in Business English
If you want to improve your Business English communication, storytelling is one of the most effective tools you can use. Here are a few practical ways to build this skill in a professional context:
- The 60-Second Story
Practice telling a short story about a challenge you overcame at work. Use a clear structure: situation → action → result. This is great preparation for interviews and presentations. - Pitch with a Personal Touch
When presenting an idea, begin with a real-life example or anecdote. It helps your audience connect emotionally and remember your message. - Story Circles for Teams
In meetings or training sessions, invite colleagues to share short stories around a theme (e.g., “a time I solved a problem creatively”). It builds trust and communication skills. - Reframe Your CV or LinkedIn Profile
Instead of listing responsibilities, tell the story of your growth, achievements, and values. This makes your profile more engaging and authentic.
These techniques are just as useful for general English learners—especially those looking to build fluency and confidence in real-world communication.
Your Story Matters—In Business and Beyond
Whether you’re preparing for a job interview, leading a team meeting, or simply trying to express yourself more confidently in English, your story is your strength.
In Business English, storytelling helps you stand out. It shows who you are—not just what you do. It builds connection, clarity, and confidence.
So here’s my invitation to you:
Think of a story from your professional life.
A moment that challenged you, changed you, or made you proud.Tell it in English. Practice it. Polish it. Share it.
You might be surprised by how much impact—and fluency—you already have.
I never get tired of that speech—and I never get tired of seeing what happens when people find their voice.
Whether you’re learning English, leading a team, or just trying to connect more deeply, storytelling is your superpower.
Let it speak.
Until next time….
Stuart
English 
Dutch 
French