How to Find the Stories Your Business Should Actually Be Telling

…and avoid making another lifeless “corporate video.”

Every company has stories worth telling. The problem? Most teams reach for the first idea that pops into the group chat, film it, and then wonder why the video lands with the emotional weight of a beige filing cabinet.

Great stories take a little digging. You don’t have to be a filmmaker or a novelist—you just have to be curious. And you need the right people in the room. (Hint: it’s usually not the people with the corner offices.)

Here’s how to uncover the stories your business should be sharing—Pardiman-style.

Start by Asking Better Questions

The best stories don’t show up when you ask, “So… what should our next video be about?”They show up when you ask questions that make people grin, lean back, and say, “Oh! I’ve got one.”

Try these:

1. What moment in the company’s history does the team love telling people about?

Every business has a legendary moment: the prototype that caught fire (literally), the customer who emailed at midnight with a life-changing “thank you,” or the first big win that made the whole team ugly-cry in a parking lot.

That’s story gold.

2. What do customers say that surprises the team?

Maybe customers keep saying, “I had no idea you handled that part for us—what a relief.”Surprise equals interest. If it shocks your team, it probably delights your audience.

3. What problem gets solved that people didn’t even know they had?

One Pardiman client discovered their biggest value was preventing a hidden problem—something customers never thought about until it went wrong.Boom. That’s a story.

4. What common industry misconception can you challenge?

Every field has myths. Maybe your industry is known for being slow, outdated, or frustrating. What if your team proved the opposite? That's your narrative.

5. What happens behind the scenes that customers never see?

This is where magic happens:The overnight crew prepping orders like a Formula 1 pit team.The engineer who tests every product like it’s going to the moon.The ritual of ringing a bell when a customer hits a milestone.

People love seeing how the sausage gets made—minus the sausage.

6. Who on the team embodies your values without even trying?

There’s always someone.The veteran tech who knows every client by name.The new hire who radiates excitement.The project manager who keeps the company glued together with empathy and caffeine.

Put them on camera. They’re your story.

Final Thought: Your Best Stories Are Already There

You don’t need to invent anything. You just need to listen in the right places, ask the right questions, and let your people be themselves.

Do that, and you’ll find stories worth watching, sharing, and remembering—the kind that don’t feel like “content,” but feel like truth.