--- title: What story are you telling about change? description: Visual storytelling is 70,000 years old, it predates language. Can your sales team tell a why change story in a way that engages emotions, and informs? image: https://www.whiteboard-storytelling.com/hubfs/Imported_Blog_Media/the%20letter.jpg --- [Skip to content](https://www.whiteboard-storytelling.com/blog/shift90-blog/what-story-are-you-telling-about-change#main-content) [![](https://www.whiteboard-storytelling.com/hs-fs/hubfs/W-S%20Brand%20Icon-1.png?width=300&height=150&name=W-S%20Brand%20Icon-1.png)Homepage](https://www.whiteboard-storytelling.com) - [Home](https://www.whiteboard-storytelling.com) - [Blog](https://www.whiteboard-storytelling.com/blog) [Get your story adopted](https://2gzlk6.share-eu1.hsforms.com/2ZYhKJn7MSHOSkfCdicfDaQ) - [Home](https://www.whiteboard-storytelling.com) - [Blog](https://www.whiteboard-storytelling.com/blog) [Get your story adopted](https://2gzlk6.share-eu1.hsforms.com/2ZYhKJn7MSHOSkfCdicfDaQ) ![](https://www.whiteboard-storytelling.com/hs-fs/hubfs/Imported_Blog_Media/the%20letter.jpg?width=800&height=510&name=the%20letter.jpg) visual storytelling sales enablement # "Why Change" Storytelling ![Mark Gibson](https://www.whiteboard-storytelling.com/hs-fs/hubfs/mg%20head.361.jpg?width=48&height=48&name=mg%20head.361.jpg) Mark Gibson October 4, 2025 sales enablement # What story are you telling about change? Visual storytelling is 70,000 years old, it predates language. Can your sales team tell a why change story in a way that engages emotions, and informs? [Mark Gibson](https://www.shift90.partners/shift90-blog/author/mark-gibson) Oct 19, 2022 --- This charcoal drawing by Susan Krough from San Jose is a prize-winner, entitled "The Letter." ![The Letter by Susan Krough](https://www.whiteboard-storytelling.com/hs-fs/hubfs/Imported_Blog_Media/the%20letter-2.jpg?width=800&name=the%20letter-2.jpg) I stopped in front of this artwork at the Triton Museum of Art in Santa Clara, CA. – riveted by the image, and wondered what was in the letter the young man is running to deliver, who is the woman, where is she going, and what had happened to arrive at this moment. No words are needed, you can create your story in your own mind, but the image is powerful and it conveys tension, desperation by the young man, and the yearning of the woman to receive it.  I guarantee it is not a bank statement. This is visual storytelling at its best, meaningful, emotive, and engaging. Visual storytelling has an enthusiastic mainstream audience with marketers and creative practitioners in B2C businesses for selling a plethora of products and services. Less so in selling B2B technology and services, although early adopters are embracing new tools and techniques to help convey value and engage emotions. ## "Why Change" Storytelling In most B2B SaaS selling situations today, the salesperson's job is to help the buyer to envisage a new way of operating that will produce a better outcome by using your products or services. This involves helping the buyer to understand the limitations of their current way of doing things and the impact the status quo is having on their business.  How do tell someone their baby is ugly, when it's theirs?  I suggest the use of pictures that help the buyer to understand where they are relative to their competition in the marketplace and to tell stories about how people in other companies just like theirs have been negatively impacted by not changing. Ultimately the buyer must convince themselves of the need to change and the value of the future state and then they must convince others to buy into the idea of change.  This is not about the product, it's about the value of a new way of doing things. ## A Call to Action The presentations you are asking salespeople to give to customers are unlikely to convey the same emotional punch as "The Letter"  If your sales team has not learned the art of storytelling and adapting their listening to the emotional needs of their buyer, then they are underperforming. If you need help creating visual aids that help buyers understand the need to change and the "why change" stories that connect emotionally to what buyers really care about, [send me an email](mailto:mark@whiteboard-storytelling.com) and we can discuss it. If you would like to see what's new in my World, visit [Whiteboard-Storytelling](http://Whiteboard-storytelling.com)or you could book a free consultation. [BOOK A FREE CONSULTATION](https://2gzlk6.share-eu1.hsforms.com/2ZYhKJn7MSHOSkfCdicfDaQ)       [sales enablement](https://www.shift90.partners/shift90-blog/tag/sales-enablement) [visual storytelling](https://www.shift90.partners/shift90-blog/tag/visual-storytelling) ## Share this post [mailto:https%3A%2F%2Fwww.whiteboard-storytelling.com%2Fblog%2Fshift90-blog%2Fwhat-story-are-you-telling-about-change](mailto:https%3A%2F%2Fwww.whiteboard-storytelling.com%2Fblog%2Fshift90-blog%2Fwhat-story-are-you-telling-about-change) ## Keep reading ### [![Whiteboard Storytelling brandmark](https://www.whiteboard-storytelling.com/hs-fs/hubfs/W-S%20Brand%20Icon2.jpg?width=720&height=360&name=W-S%20Brand%20Icon2.jpg) SKO Your 2027 Sales Kickoff Has One Job: Change What Sellers Do](https://www.whiteboard-storytelling.com/blog/your-2027-sales-kickoff) ### [![Mona Hristachi, Delivery Manager, mindit](https://www.whiteboard-storytelling.com/hs-fs/hubfs/mona.jpg?width=576&height=382&name=mona.jpg) 𝗬𝗼𝘂𝗿 𝗦𝗞𝗢 𝘀𝗵𝗼𝘂𝗹𝗱 𝗴𝗶𝘃𝗲 𝘀𝗮𝗹𝗲𝘀𝗽𝗲𝗼𝗽𝗹𝗲 𝗮 𝘀𝘁𝗼𝗿𝘆 𝘁𝗵𝗲𝘆 𝗰𝗮𝗻 𝘂𝘀𝗲 𝗼𝗻 𝗠𝗼𝗻𝗱𝗮𝘆](https://www.whiteboard-storytelling.com/blog/sko-whiteboard) [![](https://www.whiteboard-storytelling.com/hs-fs/hubfs/W-S%20Brand%20Icon-1.png?width=300&height=150&name=W-S%20Brand%20Icon-1.png)](https://www.whiteboard-storytelling.com) - [Home](https://www.whiteboard-storytelling.com) - [Blog](https://www.whiteboard-storytelling.com/blog) --- Privacy Policy · Legal · © 2026. 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