Success in the digital marketplace often depends on a specific narrative element that many businesses overlook. Bernadette Schwerdt, founder of the Australian School of Copywriting, argues that the personal story behind a brand creates the trust required to convert visibility into sales. Visibility builds familiarity, familiarity builds trust, and trust compels people to buy.
Some brands achieve instant traction while others remain anonymous despite significant effort. The source suggests that better copy, more social posts, and larger ad spends help, but a good story moves the needle more than anything else. This narrative highlights who the founder is, what they do, and why they do it, giving people a reason to remember, talk about, and purchase from the business.
Stories work because they follow a structure that makes lessons memorable. The source notes that this principle is timeless, just as it was when parents read fairytales to children. When a founder steps out from behind the desk and puts the person behind the brand on display, the result is often more media coverage, speaking gigs, and leads. However, the source warns that sharing a personal narrative is not without risk; it requires the courage to expose the individual behind the corporate facade.
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From Kitchen Bench to Shark Tank
The source cites Janine Allis, founder of Boost Juice, as an example of a founder who scaled fast not because of qualifications or funding, but because she learned to tell her story. Allis left Melbourne in her early twenties with a backpack and worked her way across Europe. She returned years later as a single mother with a baby and no clear direction. She took whatever work she could find, building resilience along the way. The idea for Boost Juice came from her kitchen bench, testing recipes with toddlers while spotting a market trend overseas.
When Allis learned how to tell that story properly—with a clear narrative arc and the ability to make people laugh, cry, and feel something—opportunities arose. The source states that these opportunities included speaking gigs, media appearances, and eventually a spot on Shark Tank, followed by a reality TV show with Gordon Ramsay. That personal story became the foundation upon which a group of brands worth hundreds of millions was built.
Another example is Kirsten Tibballs, founder of Savour Chocolate & Patisserie School. The source notes that she did not follow a traditional path. She barely attended high school due to ill health and left early to start an apprenticeship in a small bakery on Victoria’s Mornington Peninsula. The hours were brutal, starting at 2 am six days a week, but she loved it. From there, she won a scholarship to compete in Europe, traveled the world refining her craft, and returned to Australia to build her school in a dusty warehouse.
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To succeed, Tibballs knew she needed a profile and a story. The source says she methodically pursued media opportunities to tell her story and demonstrate her skill. This included media releases, showreels, and small TV spots. That dedication led to appearances on The Bert Newton Show and features in The Australian and Gourmet Traveller, culminating in an invitation to MasterChef Australia. Today, she has a 20,000-strong membership base, a global speaking career, multiple books, and a retail distribution arm. For Tibballs, storytelling helped scale the business by showcasing the work she did within it.
Stepping Into the Light
If a founder stays behind the desk, they stay invisible. The source argues that if they step forward and tell their story, they give people something to connect with. While the product might get a business started, the story is what gets it seen. This approach transforms skill into scale, turning a local operation into a global brand.
Stepping into the light can be difficult for business owners. The source notes that many founders fear negative feedback or the loss of privacy. Yet, the benefits of sharing a personal journey often outweigh the risks. By adopting vulnerability, a founder can differentiate their business in a crowded market. This strategy allows a company to connect with customers on a deeper level, supporting loyalty that simple advertising cannot replicate.
