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Story Business: Why Stories Rule the World and How They Can Reinvent Your Business
Stories move people—and people move business.In Story Business, Gavin McMahon takes you on a journey from ancient cave paintings to billion-dollar tech unicorns, revealing how storytelling is a powerful—and undervalued—tool for driving business success. Drawing on vivid examples of the rise and fall of real-world companies, McMahon exposes a timeless It’s not the best ideas that win, but the best-packaged ideas.
From shaping strategy and launching products to leading teams and building culture, McMahon shows that storytelling isn’t just a marketing tool or a way to dress up facts—it’s a force that transforms ideas into catalysts people can see, feel, and rally behind.
In this book, you’ll explore six essential genres of business storytelling—value, product, brand, sales, leadership, and culture—each with practical tools to help you connect, persuade, and inspire. You’ll learn how to shape a compelling hook, turn numbers into narratives, and rally teams around a shared vision.
If you’ve ever tried to spark change or rally a team—only to be met with blank stares—this book is for you. It’s about breaking through using the same skill humans have relied on for tens of thousands of telling a better story.
With his signature straight talk, Gavin McMahon cuts through corporate jargon to reveal the fundamental truths of storytelling. Page by page, Story Business will teach you how to captivate, persuade, and lead—all by telling stories that stick.
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“Informing… inspiring… an absolute delight to read.”
—Ken Blanchard, The One Minute Manager
“Story Business is both blueprint and battle cry for leaders ready to wield humanity’s oldest and most powerful technology.”
—Jimmy Soni, bestselling author of The Founders
From shaping strategy and launching products to leading teams and building culture, McMahon shows that storytelling isn’t just a marketing tool or a way to dress up facts—it’s a force that transforms ideas into catalysts people can see, feel, and rally behind.
In this book, you’ll explore six essential genres of business storytelling—value, product, brand, sales, leadership, and culture—each with practical tools to help you connect, persuade, and inspire. You’ll learn how to shape a compelling hook, turn numbers into narratives, and rally teams around a shared vision.
If you’ve ever tried to spark change or rally a team—only to be met with blank stares—this book is for you. It’s about breaking through using the same skill humans have relied on for tens of thousands of telling a better story.
With his signature straight talk, Gavin McMahon cuts through corporate jargon to reveal the fundamental truths of storytelling. Page by page, Story Business will teach you how to captivate, persuade, and lead—all by telling stories that stick.
--
“Informing… inspiring… an absolute delight to read.”
—Ken Blanchard, The One Minute Manager
“Story Business is both blueprint and battle cry for leaders ready to wield humanity’s oldest and most powerful technology.”
—Jimmy Soni, bestselling author of The Founders
352 pages, Hardcover
Published September 30, 2025
14 people are currently reading
35 people want to read
About the author
Gavin McMahon
1 book5 followersGavin McMahon builds things. Once, it was submarines, sports cars, and steel plants—big, complex systems built on logic and precise plans. But plans have a funny way of falling apart when people get involved.
As Gavin tried to figure out why, one truth became clear: People don’t move without a story. Business is more than just strategy and execution—it is persuasion and inspiration too. So he switched gears, traded engineering for business, and earned an MBA in Innovation, Strategy & Information Technology from the Institute Theseus in France.
Today, as CEO and co-founder of fassforward, he helps companies shape strategy, leadership, and culture through storytelling. Over the years, he’s worked with some of the world’s biggest brands and learned that even the best ideas will go nowhere if they aren’t told well.
Now, he’s written a book about it.
As Gavin tried to figure out why, one truth became clear: People don’t move without a story. Business is more than just strategy and execution—it is persuasion and inspiration too. So he switched gears, traded engineering for business, and earned an MBA in Innovation, Strategy & Information Technology from the Institute Theseus in France.
Today, as CEO and co-founder of fassforward, he helps companies shape strategy, leadership, and culture through storytelling. Over the years, he’s worked with some of the world’s biggest brands and learned that even the best ideas will go nowhere if they aren’t told well.
Now, he’s written a book about it.
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Displaying 1 - 11 of 11 reviews
September 30, 2025
This book teaches us how to do one of the most important things: telling better stories.
No matter the situation, the book shows us better ways to tell stories and how to connect with the audience we want to connect with.
There are rules and templates to help us tell our best stories and real world examples of this in action.
Gavin says that "the best packaged ideas win" and he shows us how to do it.
No matter the situation, the book shows us better ways to tell stories and how to connect with the audience we want to connect with.
There are rules and templates to help us tell our best stories and real world examples of this in action.
Gavin says that "the best packaged ideas win" and he shows us how to do it.
February 23, 2026
I have selected this book as Stevo's Business Book of the Week for the week of 2/22, as it stands heads above other recently published books on this topic.
October 16, 2025
Grab this new book and learn "why" how you communicate through stories can engage others in new ways. The book frames the importance of making your messages intentional with the goal of achieving the highest business results. Bring others together, connect the dots, and bring your vision and goals to life via effective story telling.
January 14, 2026
My take on Story Business by Gavin McMahon
Have you ever started to read a book and early on you realise it’s not for devouring in one go but for a much slower degustation experience?
And how often is that book a business book?
This was my experience picking up ‘Story Business’ by Gavin McMahon. In my opinion it’s a masterpiece and covers both clearly and eloquently why stories are THE key to business success and reinvention.
This book is jam-packed with wisdom. I listened to a podcast where Gavin said it took him 7 years to write and I can believe that because of so many things; the quality and accuracy of research, the relevance of the stories to back up the points he’s making, the metaphors to illustrate the messages, the beauty and simplicity of the models and the practical format and structure each section takes.
The stories used to illustrate principles are novel and pertinent, drawing on history from Ashurbanipal’s library to Ikea’s values and philosophy and how the Brooklyn Bridge might never have got over the line were it not for story.
I always order business books in hard copy because I highlight key elements and refer frequently when developing workshops or keynotes. I had a problem doing this with Story Business. Why? Because whole pages were turning up yellow! It really is, pardon the pun, a goldmine!
This isn’t a book about teaching an individual how to tell a story (I can help you with that!), rather it precedes all of this and goes much higher up the chain to articulate, explain and offer practical strategies to bring storytelling into six genres of business:-
1. Value storytelling
2. Product storytelling
3. Brand storytelling
4. Sales storytelling
5. Leadership storytelling
6. Culture storytelling
The format is one of the most brain-friendly I’ve seen for recall and retention. It follows Simon Sinek’s philosophy and starts with ‘WHY’ using case studies, examples and stories from history to illustrate benefits and consequences. The illustrations package the messages succinctly then follow six rules that are expanded upon followed by a summary, so clever repetition without repeating!
`Yes I’m biased. I love Gavin’s style of writing and his exquisite use of metaphor. To me it’s up there with the likes of Charles Duhigg, Dan Pink and, more locally, Dr Kirstin Ferguson AM.
Don’t buy the book – buy multiples, because you’ll need them for every ELT member, every department head and anyone who wants to communicate, influence and inspire through the power of story. (And no I’m not on commission!)
Have you ever started to read a book and early on you realise it’s not for devouring in one go but for a much slower degustation experience?
And how often is that book a business book?
This was my experience picking up ‘Story Business’ by Gavin McMahon. In my opinion it’s a masterpiece and covers both clearly and eloquently why stories are THE key to business success and reinvention.
This book is jam-packed with wisdom. I listened to a podcast where Gavin said it took him 7 years to write and I can believe that because of so many things; the quality and accuracy of research, the relevance of the stories to back up the points he’s making, the metaphors to illustrate the messages, the beauty and simplicity of the models and the practical format and structure each section takes.
The stories used to illustrate principles are novel and pertinent, drawing on history from Ashurbanipal’s library to Ikea’s values and philosophy and how the Brooklyn Bridge might never have got over the line were it not for story.
I always order business books in hard copy because I highlight key elements and refer frequently when developing workshops or keynotes. I had a problem doing this with Story Business. Why? Because whole pages were turning up yellow! It really is, pardon the pun, a goldmine!
This isn’t a book about teaching an individual how to tell a story (I can help you with that!), rather it precedes all of this and goes much higher up the chain to articulate, explain and offer practical strategies to bring storytelling into six genres of business:-
1. Value storytelling
2. Product storytelling
3. Brand storytelling
4. Sales storytelling
5. Leadership storytelling
6. Culture storytelling
The format is one of the most brain-friendly I’ve seen for recall and retention. It follows Simon Sinek’s philosophy and starts with ‘WHY’ using case studies, examples and stories from history to illustrate benefits and consequences. The illustrations package the messages succinctly then follow six rules that are expanded upon followed by a summary, so clever repetition without repeating!
`Yes I’m biased. I love Gavin’s style of writing and his exquisite use of metaphor. To me it’s up there with the likes of Charles Duhigg, Dan Pink and, more locally, Dr Kirstin Ferguson AM.
Don’t buy the book – buy multiples, because you’ll need them for every ELT member, every department head and anyone who wants to communicate, influence and inspire through the power of story. (And no I’m not on commission!)
September 30, 2025
If you’ve ever had writer’s block before a meeting (guilty), this book is a lifesaver. It shows you how to stop stressing about what to say and start thinking about what your audience cares about. Honestly, it makes getting started so much easier. Recommended for anyone at any stage of their career.
March 17, 2026
Story Business is a reference book married to a beach read. I knew it was going to be different before I even finished the table of contents.
Stories have existed since the dawn of time. Our brains are uniquely designed not only to recognize, receive, and relate to stories, but also to create and contribute them to the human collective. Stories are indeed what enable and move us to act, to decide, and really, just to be.
Written in a clear and conversational but compelling way, Story Business features the author's own story, the story of stories, and the story of why stories exist and work so well in such a way that the entire book is itself a story about stories.
So different from any other business book or public speaking genre storytelling book I’ve read. It’s serious and silly, professional and playful. The kind of book you can read in your office, but that would be just as enjoyable at the beach.
McMahon delivers each actual lesson about story types with real stories, their plot lines culled from his own life to some plucked from global headlines.
✅ And for me, where good learning reigns supreme, this is a masterclass in designing effective learning presented entirely in textual form. Key concepts are presented in short, digestible chunks, scaffolded by engaging stories, and peppered with simple hand-drawn illustrations that align and drive the points home.
It’s easy to get caught up in the stories and all but forget the lessons. But perhaps that’s the point. The stories, in fact, ARE the lessons.
There are no fewer than five nonfiction books out of their bookshelf slots, stacked up on my desk, waiting for me to write my mini book reports for my newsletter and social media. Some have been waiting over two years. I started writing this report after finishing only three of the 10 chapters, already knowing I would bump it to the head of the line.
👉 “…what every leader should know – is this: storytelling isn’t optional. Without stories, leaders lose people. Connection evaporates. Authority and empathy drift apart. Engagement fades. Trust erodes. There is no team. Vision and values become isolated, misunderstood, left unspoken. Change – the currency of leadership – stalls” (p. 228).
TL;DR Get yourself a copy and read it.
Stories have existed since the dawn of time. Our brains are uniquely designed not only to recognize, receive, and relate to stories, but also to create and contribute them to the human collective. Stories are indeed what enable and move us to act, to decide, and really, just to be.
Written in a clear and conversational but compelling way, Story Business features the author's own story, the story of stories, and the story of why stories exist and work so well in such a way that the entire book is itself a story about stories.
So different from any other business book or public speaking genre storytelling book I’ve read. It’s serious and silly, professional and playful. The kind of book you can read in your office, but that would be just as enjoyable at the beach.
McMahon delivers each actual lesson about story types with real stories, their plot lines culled from his own life to some plucked from global headlines.
✅ And for me, where good learning reigns supreme, this is a masterclass in designing effective learning presented entirely in textual form. Key concepts are presented in short, digestible chunks, scaffolded by engaging stories, and peppered with simple hand-drawn illustrations that align and drive the points home.
It’s easy to get caught up in the stories and all but forget the lessons. But perhaps that’s the point. The stories, in fact, ARE the lessons.
There are no fewer than five nonfiction books out of their bookshelf slots, stacked up on my desk, waiting for me to write my mini book reports for my newsletter and social media. Some have been waiting over two years. I started writing this report after finishing only three of the 10 chapters, already knowing I would bump it to the head of the line.
👉 “…what every leader should know – is this: storytelling isn’t optional. Without stories, leaders lose people. Connection evaporates. Authority and empathy drift apart. Engagement fades. Trust erodes. There is no team. Vision and values become isolated, misunderstood, left unspoken. Change – the currency of leadership – stalls” (p. 228).
TL;DR Get yourself a copy and read it.
January 29, 2026
Coming from a career on Wall Street, I thought storytelling was something we did with our kids. It certainly wasn’t a capability I thought that was essential for success in business.
Gavin McMahon opened my eyes to how it is not only an essential individual capability, but essential for any successful business.
Just ask Kodak, Blockbuster, BlackBerry, Sears, Toys “R” Us and Red Lobster.
The best part about this book is McMahon shows you HOW to be a better storyteller.
Gavin McMahon opened my eyes to how it is not only an essential individual capability, but essential for any successful business.
Just ask Kodak, Blockbuster, BlackBerry, Sears, Toys “R” Us and Red Lobster.
The best part about this book is McMahon shows you HOW to be a better storyteller.
February 19, 2026
Story Business: Why Stories Rule the World and How They Can Reinvent Your Business by Gavin McMahon is a masterclass in leveraging humanity's oldest communication tool for modern business success. The book is an insightful and highly practical guide that effectively cuts through corporate jargon to reveal how storytelling can transform ideas into action.
April 2, 2026
Most ideas don’t fail because they’re wrong.
They fail because no one knows what to do with them.
Story Business is about that gap.
Gavin doesn’t treat storytelling as polish—he treats it as the thing that makes ideas work in the real world.
Clear, useful, and immediately applicable. Highly recommend.
They fail because no one knows what to do with them.
Story Business is about that gap.
Gavin doesn’t treat storytelling as polish—he treats it as the thing that makes ideas work in the real world.
Clear, useful, and immediately applicable. Highly recommend.
October 7, 2025
A very useful book that is easy to read! I love the quote: "The truth is the story we tell ourselves."
Great stuff!
Great stuff!
March 16, 2026
I wrote it. So my story is it's good, and I am sticking to that.
Displaying 1 - 11 of 11 reviews