“There is no greater agony than bearing an untold story inside you.”
- Maya Angelou

One of the most common things business owners say to me is:

"We just don't have anything newsworthy to say."

I hear it all the time. Every single week. And every single time I think.....
"Er...no. That's absolutely not true."

Not because people are wrong - but because they're looking in the wrong place.

Most business owners think they have a visibility problem. They tell me they need to post more on social media. They should probably start a podcast. Perhaps they need more followers. Maybe they ought to send more press releases.

But after more than 30 years as a journalist, I honestly believe that most people don't have a visibility problem. They have a story problem.

When I worked as a TV reporter, nobody ever said: "We need a piece about this company because they're brilliant."

That isn't how newsrooms work. The first question was always:

"What's the story?"

Not.....Who are they? How long have they been trading?

How successful are they? What services do they offer? That's so boring on its own.

Instead we wanted to know:

What's changed? What's surprising? Why does this matter now? Why should people care?

The same is true today.

Whether you're writing LinkedIn posts, pitching yourself for a podcast, speaking at an event or sending a press release, everything starts with the story.

The problem is that we're all too close to our own businesses.

What feels ordinary to you is often fascinating to someone else.

The client who thanked you. The lesson you learned. The mistake you fixed. The conversation that changed your thinking. The tiny breakthrough that made a huge difference.

These are stories. They're simply hiding in plain sight.

One of my favourite parts of coaching is helping people spot what they've stopped seeing.

Usually, within half an hour, they'll say something like:

"Oh, I didn't think that was interesting."

It almost always is.

Visibility isn't about becoming louder. It's about becoming more interesting. And interesting always begins with a story.

Because once you've found the story. writing becomes easier, content becomes easier, media opportunities become easier. Even confidence becomes easier.

So before you ask: "What should I post today?" Try asking yourself a different question.

What's happened recently that I've dismissed as 'just part of the job'?

You might be surprised by what you discover.

Because there's always a story.

If you're struggling to know what makes your business interesting, perhaps you're simply asking yourself the wrong questions.

That's exactly what I help people uncover.