Last year, I was asked by a firm to speak on the topic of storytelling: how we use story to tell compelling narratives in new business, internal communications, and client work.
We live in an era overflowing with information. AI can generate paragraphs in seconds. We’ve become fluent in metrics, analytics, and big data. But amid all of this processing power, we’ve lost something essential — the art of storytelling.
Storytelling is about meaning: why something matters, what’s changed, and what we hope will happen next.
When pitches lose their plot
Partners often walk into meetings armed with long lists of matters, credentials, and rankings. It’s impressive — but overwhelming. Clients walk away knowing the firm is capable, but not why they should hire you. What if, instead, you chose just two or three matters and told those stories deeply? Why did the client come to you? What challenges did you face together? How did you resolve the matter? That kind of storytelling brings work to life. It transforms a résumé into a relationship.
The missing ingredient in law firm marketing
The absence of storytelling isn’t limited to pitches — it’s often missing in firm marketing as well. Many firms focus on what they can do today: offices, practice areas, rankings. What’s missing is how they got there. Many firms were founded by people who took enormous risks, challenged norms, or followed values that mattered more than safety. These stories aren’t nostalgia. They reveal culture, purpose, and character. Clients and recruits want to feel connected to something deeper — a story that explains not just what you do, but why you exist.
Storytelling as strategy
When introducing a new technology, don’t just share efficiency statistics. Tell the story of how it transformed one lawyer’s practice. When recruiting, don’t just describe benefits. Share a story of someone who joined, grew, and found meaning in the work.
The human thread
While researching my upcoming book, Breaking Ground: How Successful Women Lawyers Build Thriving Practices, I interviewed more than sixty remarkable women from around the world. Each shared a story — not just of what they achieved, but how they got there. Some overcame self-doubt, others found mentorship at pivotal moments, and many described the quiet resilience behind their success. Those stories stayed with me far longer than any written bio. They reinforced that the heart of professional growth is human experience.
Rediscovering the craft
If you want to bring storytelling back into your work, start here: lead with why; show, don’t tell; use data as seasoning, not substance; connect emotion to insight; honor your history. The next time you’re preparing a presentation, a pitch, or even a post, ask yourself: What story am I really telling?
