Telling Your Business Story: 4 Ways to Better CONNECT With Your Clients

Laura Quick

Telling the story of your business, your journey, your team, and the people you serve is wildly important—but not quite as important as WHY you exist. An evocative story helps you create a deeper connection with current and potential clients/customers. Here are four ways you can spruce up the story of your business to drive deeper connection.


After all, connection is our highest form of currency these days.


  1. TALK ABOUT WHY YOU LOVE WHAT YOU DO. It’s so important for companies and organizations to articulate their WHY—and you don’t just do this once. This is the thread you should try and weave through all of the content you put into the world: in your social media, on your website, and even when you are being interviewed by media. Your WHY will attract the right talent to work towards your dreams, and it will also attract the right customers!

  2. CELEBRATE YOUR TEAM AND THEIR MEANINGFUL CONTRIBUTIONS PUBLICLY. People LOVE knowing you love your team and your team loves knowing you see them and celebrate their contributions. It will also help you as the leader/owner to celebrate the wins. Unfortunately in business, we aren’t always winning—and damn I wish we were. So, when we do win, WE HAVE TO CELEBRATE. Talking about the wins—even the small ones—publicly helps us remember how to focus on the good, AND our customers LOVE seeing a company that lifts up their team members as the heroes. Choose someone on your team today and make a post about them!

  3. CREATE CONTENT THAT REFLECTS THE PROBLEMS YOUR BUSINESS IS SOLVING FOR YOUR CUSTOMERS REGULARLY. Look—like it or not, businesses are known by the problems we solve for our consumers. If you aren’t solving problems, what are you doing? A HUGE part of your brands story is the problems you are solving. Be the company that consistently talks about the solutions you are bringing to the table! Even if it seems super self explanatory, it’s always worth reminding your current and future consumers.

  4. SET BIG GOALS THAT MAKE A DIFFERENCE AND TELL PEOPLE! Be a catalyst for good. Have your team pick an organization that you love and is in line with your WHY, and start helping. I know what you are thinking... “We don’t have time to do something like that. We are barely getting what we need to get done as a business…” and I hear you. But what I’ve learned is that teams that CHOOSE to volunteer or pursue something to make the world better together are so much stronger than the ones that don’t. It can be as simple as a food drive for a neighborhood food bank, doing a 5k for a charity and training together, or better yet—ask YOUR TEAM to help choose a cause. And when you choose it—TALK ABOUT IT. Not to show off, but instead to inspire others to do the same!

The legacy of your business is being written every day… so take an ACTIVE role in making sure it’s the story you WANT TO TELL. Is what’s out there how you want people to remember you? If not, CHANGE IT! And if you need help, Good Grit Agency would love to be a thought partner.

The Forty-Five Minute Hostage Situation

By Samantha Southerland • July 24, 2026
I once watched a room full of grown adults spend forty-five minutes arguing about a shade of blue. Forty-five minutes. Not healthcare. Not the economy. Not anything with actual stakes. Blue. Was it navy? Midnight? Slate? Trustworthy? Sophisticated? Did it feel approachable enough? Too approachable? Not approachable in the right way? Y'all. I sat there and watched what can only be described as a hostage negotiation between fully employed professionals and a color wheel. And I couldn't help but wonder — when exactly did we decide our logo was responsible for doing all the heavy lifting? Business owners love their logos. I get it. A logo feels real. You can see it. Put it on a shirt. Debate it endlessly in a conference room while someone refills the coffee. What a logo cannot do — not ever, not once in the history of business — is create trust. That's your job. A human job. Not a design job. Nobody wraps around the Chick-fil-A drive-thru because of a cartoon chicken. Nobody slaps a Nike swoosh on their kid's backpack because of the font. Those logos represent trust that was earned a thousand times over before the logo ever got involved. A logo is a shortcut to a reputation you already built. That's it. And yet. I have watched companies spend months — months — perfecting a logo while their customer experience is out here completely unsupervised. The phone isn't answered. The website hasn't been touched since 2019. Nobody followed up on the proposal. The email sat in someone's inbox for two weeks. But the blue? The blue is perfect. Here's the truth: customers don't fall in love with logos. They fall in love with how you made them feel. The logo just shows up at the end and takes all the credit. Kind of like the attractive friend who barely touched the group project but somehow gets an A and everyone's grateful they came. For the record — we do logos. We love logos. A great logo is a beautiful thing. We just refuse to hand you one without making sure the rest of the house is in order first. Because a great logo deserves a great reputation to stand behind it. And that's the part we really care about getting right.  Good Grit helps businesses build brands that actually earn the logo. Let's talk.

Nobody Picked Up

By Samantha Southerland • July 8, 2026
I was standing in line at a coffee shop last week, minding my business, when the phone behind the counter started ringing. The woman at the register stared at it. Her coworker stared at it. They looked at each other. They looked at the phone. They looked back at each other. It rang five times and died. Nobody answered. Nobody moved. Nobody seemed remotely bothered. And I'm standing there holding my cup thinking — y'all. The person on the other end might have wanted to order coffee for fifty people. Might have been asking about catering. Might have just wanted to know if they're open on Sunday. We'll never know. Because nobody picked up. And I couldn't help but wonder — how many businesses are out here spending thousands of dollars just to get someone to call, and then just... don't answer? Here's the thing. I talk to business owners all day long. Smart ones. Ones who have built something real and are ready to grow. And when they sit down with me, they know exactly what they want. More social media. A better website. Google ads. A video. An email that actually makes people click. Not a single one has ever looked me in the eye and said "Samantha, we need to answer our phone." And yet. Companies will spend $10,000 on a website. $15,000 on ads. $20,000 on a brand video that honestly slaps — and then take three days to call somebody back. Like customers in 2026 are over there cross-stitching and patiently waiting. They are not. We live in a world where people track their Amazon package like it's a missing person. Two-day shipping feels offensive now. And somehow we expect those same humans to sit tight while we get around to returning their inquiry? Not gonna lie. That's the actual problem. The marketing isn't broken. Your customer journey is. Because here's what marketing actually does — it gets somebody curious enough to reach out. That's it. Everything that happens after that phone rings, after that email lands, after that DM comes in? That's on you. Which means sometimes the highest-return thing you can do for your business isn't run another ad. It's pick up the phone.

What You Learn From Working With Businesses Across the South

By Samantha Southerland • June 24, 2026
Marketing gets people to your front door. Everything else determines whether they stay.

The Forty-Five Minute Hostage Situation

By Samantha Southerland • July 24, 2026
I once watched a room full of grown adults spend forty-five minutes arguing about a shade of blue. Forty-five minutes. Not healthcare. Not the economy. Not anything with actual stakes. Blue. Was it navy? Midnight? Slate? Trustworthy? Sophisticated? Did it feel approachable enough? Too approachable? Not approachable in the right way? Y'all. I sat there and watched what can only be described as a hostage negotiation between fully employed professionals and a color wheel. And I couldn't help but wonder — when exactly did we decide our logo was responsible for doing all the heavy lifting? Business owners love their logos. I get it. A logo feels real. You can see it. Put it on a shirt. Debate it endlessly in a conference room while someone refills the coffee. What a logo cannot do — not ever, not once in the history of business — is create trust. That's your job. A human job. Not a design job. Nobody wraps around the Chick-fil-A drive-thru because of a cartoon chicken. Nobody slaps a Nike swoosh on their kid's backpack because of the font. Those logos represent trust that was earned a thousand times over before the logo ever got involved. A logo is a shortcut to a reputation you already built. That's it. And yet. I have watched companies spend months — months — perfecting a logo while their customer experience is out here completely unsupervised. The phone isn't answered. The website hasn't been touched since 2019. Nobody followed up on the proposal. The email sat in someone's inbox for two weeks. But the blue? The blue is perfect. Here's the truth: customers don't fall in love with logos. They fall in love with how you made them feel. The logo just shows up at the end and takes all the credit. Kind of like the attractive friend who barely touched the group project but somehow gets an A and everyone's grateful they came. For the record — we do logos. We love logos. A great logo is a beautiful thing. We just refuse to hand you one without making sure the rest of the house is in order first. Because a great logo deserves a great reputation to stand behind it. And that's the part we really care about getting right.  Good Grit helps businesses build brands that actually earn the logo. Let's talk.

Nobody Picked Up

By Samantha Southerland • July 8, 2026
I was standing in line at a coffee shop last week, minding my business, when the phone behind the counter started ringing. The woman at the register stared at it. Her coworker stared at it. They looked at each other. They looked at the phone. They looked back at each other. It rang five times and died. Nobody answered. Nobody moved. Nobody seemed remotely bothered. And I'm standing there holding my cup thinking — y'all. The person on the other end might have wanted to order coffee for fifty people. Might have been asking about catering. Might have just wanted to know if they're open on Sunday. We'll never know. Because nobody picked up. And I couldn't help but wonder — how many businesses are out here spending thousands of dollars just to get someone to call, and then just... don't answer? Here's the thing. I talk to business owners all day long. Smart ones. Ones who have built something real and are ready to grow. And when they sit down with me, they know exactly what they want. More social media. A better website. Google ads. A video. An email that actually makes people click. Not a single one has ever looked me in the eye and said "Samantha, we need to answer our phone." And yet. Companies will spend $10,000 on a website. $15,000 on ads. $20,000 on a brand video that honestly slaps — and then take three days to call somebody back. Like customers in 2026 are over there cross-stitching and patiently waiting. They are not. We live in a world where people track their Amazon package like it's a missing person. Two-day shipping feels offensive now. And somehow we expect those same humans to sit tight while we get around to returning their inquiry? Not gonna lie. That's the actual problem. The marketing isn't broken. Your customer journey is. Because here's what marketing actually does — it gets somebody curious enough to reach out. That's it. Everything that happens after that phone rings, after that email lands, after that DM comes in? That's on you. Which means sometimes the highest-return thing you can do for your business isn't run another ad. It's pick up the phone.

What You Learn From Working With Businesses Across the South

By Samantha Southerland • June 24, 2026
Marketing gets people to your front door. Everything else determines whether they stay.