Why Some Stories Stick and Others Are Instantly Forgotten

I was speaking at a conference in Orlando earlier this year. Before my speech, I like to spend time in the room, listening to the other speakers. I want to hear what they have to say in case my content is too closely aligned with theirs.

If so, I can adjust. Ensure that I’m not repeating an idea.

I also like to reference previous speakers and their content when I am speaking so I can demonstrate to the audience that I am not simply delivering a canned speech. I’m not a speaker who delivers a memorized monologue. Instead, I arrive with a prepared but flexible, remembered-but-not-memorized keynote.

But I also like to listen to the other speakers to see who understands how to be memorable and who has no clue.
In Orlando that day, no one had a clue.

I was thrilled.

I knew I would stand above the rest that day.

I’m kind of a jerk. But I wasn’t wrong.

So what makes the difference? Why do some people command attention while others lose it in seconds?

The answer is simple: You’re either telling a story or you’re just talking.

And most people? And everyone speaking before me that day?

They were just just talking.

Let me explain.

Nobody Cares (Until You Make Them)

One of the hardest truths about communication is this:

Nobody cares what you have to say—unless you give them a reason to.

I’ve seen it happen over and over again. A CEO steps onto the stage, confident that his audience is locked in simply because he has a microphone and a title. A marketing team presents a new campaign, believing that because they spent months perfecting the data, people will be riveted. People somehow believe that simply because they are at the front of the room or standing on an elevated platform, their audience will listen.
It’s not true.

Because attention is something you earn. Not assume.

The best way to earn it? Tell a story.

The Stories We Remember—and Why They Matter

What Makes a Story? (Hint: It’s Not Just a List of Events)

Most people think they’re telling stories when they’re actually just listing facts in chronological order.

“We went to Paris. The weather was great. We saw the Eiffel Tower.”

That’s not a story. That’s a travel itinerary.

A real story is about change over time. Something must shift—an understanding, a belief, an expectation. There has to be a moment when something unexpected happens, where the audience wonders: What happens next?

That’s where storytelling lives.

Five Strategies That Hold Attention Like Glue

So how do you keep people hanging on every word? Over the years, I’ve learned and taught hundreds of storytelling strategies, but I often begin with stakes.

What will your audience be wondering about? Worried about? Hoping and rooting for or against?
In the movies, the stakes might be an asteroid heading toward Earth, a baseball team in desperate need of a win, a man looking for true love, or an elderly woman looking for revenge against a scammer who has stolen her money.

Stakes drive audiences through stories.

Here are five ways to deploy stakes in a story:

1. The Elephant

Every great story starts with an unanswered question. A mystery. A problem that needs solving. A clear reason to be listening. It may not be the primary reason you're telling your story, but it gives the audience a reason to begin wondering.

So instead of beginning with background, jump into the moment that makes people wonder, Where is this going?

🚀 Example: “This is the day I’ve been looking forward to for two and a half years. Every once in a while, a revolutionary product comes along that changes everything.”

These are Steve Jobs’ very first words as he began introducing the iPhone to the world in 2007.

Two and a half years? Revolutionary product?

That is an elephant.

2. Backpacks

Before something happens, tell your audience what you hope will happen. Describe your plan. This will allow them to feel included in your plan. They’ll be rooting for you, or maybe against you, depending on the pan.

When it doesn’t go as planned, they’re disappointed. When it works out, they are thrilled.

🎒 Example: “I wanted our first kiss to be perfect, so here was my plan.”

Now, we’re waiting to hear the plan and see if it works out.

And if it doesn’t go as planned? That’s even better.

3. Breadcrumbs

Don’t just dump all the information at once. Drop small hints that make the audience curious and keep them engaged.

🍞 Example: “Charlie stared at me with mischief in his eyes. ‘I know what I’m going to do,’ he said, and I was worried. He was only seven at the time, but he was wise beyond his years,”

Your brain is asking: What is Charlie planning to do? And now you have to keep listening to find out.

4. Hourglasses

Once you have the audience, slow things down. Make them wait. Build the tension.

Most people rush to the point. But if you make them wait, their anticipation builds—and the impact is greater.

⏳ Example: Instead of saying, “I finally found the courage to tell her that she was a terrible person,” say:

“Then I felt it. Something shifted inside me. I looked at the woman and knew that everything had changed. At first, it was just a feeling, but then the words came to me. I finally knew what to say and had found the courage to say it. I stared her in the eyes, took a deep breath, and spoke.”

Slower. More tension. More emotion.

5. Crystal Balls

People love to predict what happens next. Give them an expectation—then break it.

🔮 Example: “I knew what would happen next. He would call the police, and they would come and arrest me for stealing money from McDonald’s, which would ironically happen two years later, but to my surprise, not on this day.”

Your audience thinks they know what’s coming. When you prove them wrong, your story sticks.

How to Instantly Improve Your Storytelling (Even If You Think You’re Bad at It)

You don’t need to be born with storytelling talent. You just need to practice strategically.
Here’s how:

✅ Listen Like a Storyteller – The next time you hear a great story, don’t just enjoy it. Ask yourself, What made it work?

✅ Find Small, Personal Stories – You don’t need a dramatic life to tell great stories. Everyday moments—your first job, an embarrassing mistake, a lesson you learned—are where the magic is.

✅ Replace Data with Narrative – If you give a presentation, don’t just show numbers. Tell the story behind the numbers. Who did it affect? What changed? What’s the human element?

✅ Practice Out Loud – Stories are meant to be heard, not just read. Practice telling your stories to a friend or in front of a mirror.

Final Thought: Give People a Reason to Listen

The world is full of noise. Your words don’t deserve to be forgotten.

By using storytelling, you earn attention. You keep attention. And most importantly—you make people remember.

If you’re ready to turn your ideas into unforgettable stories, start learning today.

Join our FREE Storytelling Academy and master the skills that will make your words matter.

And for the first time, I’m offering two high-impact, 6-week Mastermind Accelerators, designed to completely change the way you communicate.

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I can’t wait to work with you inside these game-changing programs. Let’s take your storytelling to the next level.

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