b'BUSINESS GROWTHThe #1 Reason Your Story Isnt Landing (And How to Fix It)SHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupWEVE ALL HEARDit a thousand times: tell your story. And yet,companies jump straight into planning: firing up the social here we are, still talking about it. Why? Because while everyonemedia calendar, drafting the press release, booking the booth at knows theyre supposed to do it, too many are getting it wrong. the trade show.The fatigue people feel around storytelling doesnt comeStrategy is the how and why. Plan is the what and when. from the act itself. It comes from forgetting why we do it. IfWhen you shortcut strategy, execution falls apart.youre telling your story because a VP of marketing told you toSo before you post another video or write another article, crank out three LinkedIn posts a week, youre not actually tell- ask three questionsin this order:ing a storyyoure fulfilling a quota. Thats not connection,1. Whos the audience? Who specifically are you trying to thats compliance. reach?The stories that matterthe ones that resonate with farm- 2. Whats the message? What do they need to hear? ers, regulators, customers, and your peersstart with intent.3.Which channel? Only after the first two are clear does True intent. And thats where most organizations stumble. the channel matter.When your intent is about making yourself the hero, youreFlip that order, and youll end up with noise. Follow it, and just information sharing. Thats fine, but its not storytelling.youll find connection.Storytelling begins when the other person becomes the hero. When your audience can see themselves in the arc of what youre saying, youve crossed into connection.I like Merriam-Websters take on what intent is: earnest andAre you connecting, or just checking a eager attention. Thats it. If you bring earnest and eager atten- box? Scan to find out.tion to the person youre trying to reach, your story will land.Heres where we complicate things unnecessarily. Too often, Elevate your business with the knowledge you need.Subscribe now for exclusive insights, breakthrough trends, and expert analysis delivered directly to your inbox. Join the Seed World Canada community today!seedworld.com/subscribeSW_CanadaNewsletters_HP copy.indd 1 NOVEMBER 2025SEEDWORLD.COM/CANADA 232025-10-02 9:04AM'