Ditch The Jargon and Tell Stories That Stick
If you want your message to resonate, there are three things you need to do: ditch the jargon, speak plainly, and—most importantly—tell stories.
I’ve watched thousands of TED Talks and coached hundreds of speakers over the years. And I can tell you with certainty: it’s not the insights or lessons that people remember most. What truly sticks with people are the stories.
Why Stories Work
Data informs. Statistics support. But stories? Stories connect.
When you tell a story, you’re not just sharing information—you’re creating an experience. You’re giving your audience something to visualize, something to feel, and something to remember long after you’ve left the stage.
But here’s the thing: storytelling doesn’t mean rambling through long-winded monologues or oversharing personal confessions. Great storytelling has structure. And that structure is what makes the difference between a story that lands and one that falls flat.
The 5 C’s of Storytelling
I break storytelling down into five fundamentals—what I call the 5 C’s. If your story has these five elements, it will draw your audience in and make an impact.
1. Context – What is the setting of the story?
Where are we? When is this happening? What’s the backdrop?
Context sets the stage. It gives your audience the information they need to ground themselves in the story. Without it, they’re lost.
2. Characters – Who’s involved?
Every story needs people. Who is this story about? What role do they play?
Your audience needs someone to root for, relate to, or understand. Characters make your story human.
3. Conflict – What’s the tension or challenge?
This is where the story gets interesting. What’s at stake? What’s the problem? What’s standing in the way?
Without conflict, there’s no story. Conflict is what keeps your audience engaged—it’s the “what happens next?” moment that makes them lean in.
4. Climax – What’s the turning point or moment of uncertainty?
This is the peak of your story. The moment where everything could go one way or another. The decision is made. The challenge is faced. The outcome is revealed.
The climax is what your audience has been waiting for. Don’t bury it or rush through it—give it the weight it deserves.
5. Closure – How does it end?
Every story needs resolution. What happened? What did you (or the character) learn? How did things change?
Closure doesn’t mean everything has to be wrapped up in a neat bow. But your audience needs to feel like the story has ended, not just stopped.
Stories Don’t Have to Be Long
Here’s the best part: stories don’t have to be long to be effective. They just need structure.
Whether your story is about a client, a team experience, or even someone else entirely—if it follows the 5 C’s, it will work.
I’ve seen speakers tell powerful stories in under two minutes. I’ve also seen speakers ramble for ten minutes without making a single point stick. The difference? Structure.
Ditch the Jargon. Speak Plainly. Tell Stories.
If you want your audience to remember what you said, stop hiding behind corporate speak and buzzwords. Stop assuming your data will speak for itself.
Instead, tell them a story.
Give them context. Introduce characters they can relate to. Show them the conflict. Build to the climax. And give them closure.
Do that, and your message won’t just inform—it will resonate. It will stick. And it will inspire action.
Need help crafting stories that connect? Let’s work together.
