For years, I told clients nobody cares about your company story.
I still believe that (most of the time).
But there’s a few key moments when your company’s backstory actually matters and can resonate.
Here’s when your company story pulls real weight:
1. When It Validates Your Credibility
If your origin story explains why you’re uniquely qualified to solve the problem, tell it.
Buyers want to know: “Why should I trust you?”
A quick backstory that shows you’ve been in their shoes, fixed the problem yourself, or have a unique insight… that’s not fluff. That’s credibility.
2. When It Foreshadows Customer Success
Sometimes your company’s journey mirrors the one your buyer wants to take.
If your story shows a transformation that your customers want too, lean into it.
You’re not just saying, “Here’s where we’ve been.”
You’re saying, “We’ve walked this path, and we can help you do it too.”
3. When There’s a Deeper Injustice
Some businesses are born out of frustration, broken systems, or unfair playing fields.
If you exist to right a wrong, say so.
That kind of clarity plants a flag and the right buyers will want to rally around it.
Here’s the kicker:
All three of these moments work only when your story tells the customer’s story too.
It’s not about sharing your journey.
It’s about showing them theirs, through yours.
