Turning Purpose into Impact: How Entrepreneurs Can Leverage Storytelling for Business Success – Sara Sky Schutte
Imagine this: you are sitting across from someone at a business networking event. The conversation starts, and within seconds, you realize they are not just speaking about their product or service. Instead, they are sharing a story, a story of struggle, triumph, and purpose. Suddenly, you are listening intently, connected to their mission, and curious to know more.
Learn How to Leverage Your Story through our Story To Asset Framework.
What if you could turn your own business journey into a story that grabs attention, sparks curiosity, and drives real success? Today, we’ll be diving into these topics and more with insights from Sara Sky Schutte, as she shares her business journey and experiences on the Obehi Podcast.
In her Forbes article on the benefits of storytelling, Candice Georgiadis, social media influencer and founder of California-based marketing agency, Digital Day Inc., highlights the profound impact of storytelling in both professional and personal settings.
In the article, “The Power of Storytelling for Your Business: Unleashing Your Inner Storyteller,” she writes, “In my years of being a social media expert and a mother of three, I’ve seen firsthand the benefits of storytelling—not only in the business world but also at home. (Yes, storytelling works wonders even with kids.)”
As an African diaspora entrepreneur, your journey, values, and experiences are unique. These are the kinds of things that can deeply resonate with an audience.
Yet, in a crowded and often impersonal digital world, how do you stand out? How do you attract the right clients, partners, and customers while staying true to your roots and mission? The answer might just lie in one of the most powerful tools in business today—storytelling.
See also The Power of Storytelling and Why Every Purpose-Driven Entrepreneur Needs a Book – Krystal Hille
But what does it take to harness the power of storytelling to drive real, measurable business success? More importantly, how can you tap into this tool to make a true impact on your community and beyond? Let’s dive into how purpose-driven storytelling can transform your business in 2024 and beyond.
The Power of Purpose-Driven Storytelling
It’s no secret: storytelling is one of the most potent ways to connect with people. From the moment humans first gathered around campfires to share tales, the narrative has been central to culture and communication.
But when it comes to business, storytelling is more than just a catchy slogan or viral marketing campaign. It’s about creating a narrative that is genuine, relatable, and grounded in the values you believe in.
For African diaspora entrepreneurs, storytelling isn’t just a marketing tool—it’s a bridge. It connects your personal journey, your heritage, and your mission with others. Your story can foster empathy, trust, and understanding, making it easier to build strong relationships with clients, investors, and collaborators who are equally aligned with your values.
This is something Sara Sky Schutte, a seasoned entrepreneur and business consultant, knows well. In her interview on Obehi Podcast, she shared how identifying personal values and solving real-world problems that matter to you can lay the foundation for a business with a deeper purpose.
“Sometimes, if we can visualize the problems of people we care about—family, friends, colleagues—we can find deeper motivation to solve them,” Schutte explains. “It’s not just about money; it’s about wanting to improve something that matters to us.”
That emotional connection is exactly what can set your business apart in an oversaturated market.
Why Purpose-Driven Businesses Are the Future
The global business landscape is changing rapidly. As consumers, particularly Gen Z and Millennials, become more conscientious about where they spend their money, the demand for purpose-driven businesses is on the rise.
According to a study by Nielsen, 66% of global consumers are willing to pay more for products and services from brands that are committed to social or environmental impact.
See also Lessons from Obehi Ewanfoh: The Power of Personal and Cultural Narratives in Social Entrepreneurship
That’s a powerful statistic for any entrepreneur looking to tap into a market that values more than just the bottom line.
For African diaspora entrepreneurs, this shift presents a unique opportunity. With ties to Africa and its vibrant, diverse cultures, you have the potential to connect with an audience that is seeking authenticity, cultural relevance, and social impact.
The African diaspora community, estimated to be over 200 million people worldwide (according to the UN), is one of the most dynamic groups in the global economy today. And this community isn’t just growing in numbers—it’s gaining influence.
According to McKinsey & Company, African economies are expected to grow at an average rate of 5% per year, making the diaspora’s impact on global business all the more profound.
So, how do you use storytelling to stand out and succeed in this space?
Crafting Your Narrative: Turning Your Personal Story Into Business Success
The first step in leveraging storytelling for your business success is to identify your core narrative. What drives you? What is your mission? And perhaps most importantly, why do you do what you do? This isn’t about a catchy tagline; it’s about understanding your “why” on a deep, personal level.
Schutte’s own journey is a powerful example. Born in Phoenix, Arizona, with Native American roots, Schutte’s dual identity as both American and Italian informs much of her business approach.
She’s lived in Italy for over 20 years, blending her love for European culture with her American background, and this has shaped the businesses she’s built, particularly in international development, FinTech, and sustainability.
As she explains, “When we start from real, personal values, we have a better foundation for what we’re doing.” Your personal history and experiences as part of the African diaspora can serve as a powerful starting point. Whether it’s through your roots, your immigrant experience, or your desire to address challenges within your community, your story is your strength.
For example, Tunde Kehinde, co-founder of Jumia, a Nigerian e-commerce platform that has revolutionized online shopping in Africa, often speaks about the personal mission behind the business.
His experiences growing up in Lagos and seeing the potential of e-commerce in Africa led him to build a platform that not only meets consumer needs but also creates jobs and drives economic development.
Your story doesn’t have to be grandiose or overly complicated. It can be about seeing a gap in your community and deciding to take action. Maybe you saw how access to quality education was lacking, or perhaps you experienced firsthand the challenges of health care in the African diaspora.
Whatever it is, sharing that personal journey and how it led to a business solution will resonate with people.
Why Money Isn’t the Most Valuable Resource
In the rush to build profitable businesses, many entrepreneurs focus solely on financial gain. But as Schutte points out, money is not the only, nor always the most stable, resource in business. With developments in cryptocurrency, changing financial systems, and economic uncertainty, financial resources can fluctuate. But your values, your knowledge, and your network are far more enduring.
As an African diaspora entrepreneur, it’s important to build businesses that aren’t just financially profitable but also sustainable, culturally relevant, and impactful. You’re not just creating products or services; you’re creating solutions that contribute to a larger social good.
And this is where storytelling becomes even more crucial. It helps communicate to your audience that your mission goes beyond making a profit—it’s about solving problems, empowering communities, and making a difference.
Building a Legacy: Impact Beyond Business
In the African diaspora, there is a long tradition of community empowerment and social impact. Whether through cultural preservation, activism, or entrepreneurship, the drive to create positive change is embedded in the diaspora’s DNA.
By leveraging storytelling, you can build not just a business but a legacy. One that helps future generations see the potential in their own stories and take action.
Businesses like SheaMoisture, co-founded by Richelieu Dennis, a Liberian-American entrepreneur, are perfect examples of how storytelling and purpose-driven business can change the game. What started as a small family-run business selling shea butter evolved into a global brand that champions the cause of women of color and economic empowerment.
This is what the future holds for African diaspora entrepreneurs: a chance to inspire and lead through stories that reflect the struggles, triumphs, and aspirations of your community. By aligning your personal mission with your business, you’ll build stronger connections with customers who not only buy into your product but into your purpose.
Conclusion: Ready to Share Your Story?
The future is here, and it’s filled with opportunities for African diaspora entrepreneurs. By embracing storytelling as a core element of your business strategy, you’re not only building a company, you’re shaping a movement.
So, what’s your story? What drives you to get up every day and push forward, despite the challenges? Find that narrative, share it with the world, and watch your business thrive in ways you never imagined.
Remember: It’s not just about selling a product—it’s about creating an impact that resonates for generations.
Learn How to Leverage Your Story through our Story To Asset Framework.
