Data is essential.

It helps us make decisions, identify patterns, and evaluate results.

But when it comes to building trust, data has limitations.

While exploring Arches National Park in Utah, I stood beneath a towering stone arch carved by time, wind, and weather. It struck me: even rocks tell stories.

Every crack, curve, and crevice has a past—centuries of shifting, shaping, and resilience. Just like us. Just like your voice.

In the course of a week, I hear on average 30 people talk about their businesses. Of those 30, virtually none of these professionals are using stories to paint a picture of what they do. It is one huge missing opportunity to win my business, build trust, or entice me to send referrals.