Are you telling a story or hiding behind the jargon?
August 19, 2025
Firms often struggle to articulate what truly sets them apart.
Recently, my business networking group had a lively discussion about pitching your story. One colleague, Siobhan Casey of Casey & Fox, shared a quote that summed it up brilliantly:
A fantastic 60-second elevator-pitch is like a well-cut gemstone—small, but brilliant from every angle. It’s not just about what you say; it’s about how you make people feel and why they should care.
Ask yourself:
- How do you make people feel when you talk about what you do?
- Do they really understand what you do?
- And are they along for the journey, or are they checking out?
What works instead? Stories with feeling.
Stories make people remember you. Jargon makes them forget you.
So, how would you tell your story?
What’s the most memorable story you’ve heard about a building, brand, or product?
Share it in the comments—I’d love to hear it.
If your firm is ready to turn its story into something people remember…
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Welcome to my blog—a space where I share content tips, industry insights, and storytelling strategies for architects, engineers, and creatives in the AEC world.
Whether you’re looking to improve your website copy, connect with your audience, or simply get inspired, you’ll find something here to spark ideas and support your journey.
