Your Story Matters

Turning Your Journey into a Business Asset

Have you ever thought about whether your journey—filled with its highs and lows, unexpected turns, and valuable lessons—really matters for your business? Perhaps you’ve been nudged to downplay your personal story in the name of “professionalism.” But what if your narrative is actually one of your most valuable assets?

The Problem:

Too many women—especially those of us over 40—are sitting on a goldmine of experience, resilience, and perspective… but playing it small.

We’ve been told to “stay professional,” to “leave the personal out of it,” or to tone it down for the sake of likability. What’s worse is that we’re told that we don’t matter, are completely overlooked, or are ignored. It’s well documented that women over 40 who are killing it in all areas of business are becoming invisible.  

And yet, in a world drowning in noise, the only thing that cuts through is authenticity. Your story isn’t a side note—it’s the main character.

Here’s the hard truth: If you’re not sharing your story, someone else is leading with theirs—and likely getting your clients in the process.

Why Your Story Actually Matters (and the receipts to back it up)

– 92% of consumers want brands to make ads that feel like a story (The Brand Shop).
– Stories activate up to 7 regions in the brain (vs. facts that only activate 2). (Ariel)
– People are 22x more likely to remember a story over a fact. (Stanford University Study)

The Solution

Turn your story into your brand’s secret weapon. Here’s how:

1. Map Your Milestones

Write out the defining moments—wins, losses, pivots, comebacks. That breakup that launched your side hustle? That layoff that pushed you into entrepreneurship? Those are more than memories—they’re marketing material.

We often don’t like to tell the drama that caused the breakthrough, but the reality of it is, it makes you, you. Besides, your story can positively affect a potential client and compel them to reach out to you.

Try This: Create a “Story Journal“—five short paragraphs of key turning points in your life. These become your go-to for interviews, bios, website copy, or social media captions. Check out the About Jameela Adams page for reference.

2. Own the Messy Middle

We don’t trust perfect people. We trust real people. The best brand stories include a struggle. Share what you learned, not just what you achieved.

Messy Middle Example: Instead of saying, “I built a 6-figure business,” say, “I almost quit during year two because I didn’t believe in myself—and that’s when everything changed.”

3. Lead with Story in Your Messaging

Whether it’s your homepage, an IG caption, or your keynote, start with a story—not a sales pitch.

People have a easier time engaging with your story and not the pitch, (even though it is your pitch.)

Before: “Hi, I’m Jameela and I help entrepreneurs with their websites.”
After: “In 2019, I put my admin and marketing skills into action, along with learning WordPress. Now, I help busy entrepreneurs transition their side hustle into a real-deal business through web design and marketing consulting.”

4. Make It About Them

Yes, it’s your story, but always connect it back to the reader or client. Remember to make yourself the reflection of them. They want to feel as though you’re talking about them, and not yourself.

Ask yourself: What does this story show about my values, my expertise, or how I help people?

5. Leadership Looks Good on You

Leadership isn’t just about having the answers; honestly, it’s about showing the path. And your journey is proof that you’ve walked it.

Your story isn’t baggage—it’s your briefcase. It holds the tools, the lessons, and the receipts for why you’re qualified and more.

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Your Turn: Drop a comment or DM: What part of your story are you ready to own and share more publicly? Let’s start rewriting your narrative—with you in the lead role.

^{Resources: Brand Storytelling in 2024: The Latest Statistics and Trends, Why Storytelling Works: The Science, and Harnessing the Power of Stories}