You don’t need a stronger bio – you need a better story
I recently spoke to Mark Leruste on the Speaking Business Podcast and if you’ve not come across him before, he’s a leadership communication expert, TEDx speaker, bestselling author of Glow in the Dark, and founder of StoryCast. He’s helped thousands of leaders at brands like Google, Nike and the Premier League to use storytelling to connect and lead more effectively.
But don’t let the big brand names fool you—what Mark teaches is surprisingly simple. And very effective.
Here are some of the takeaways from our conversation that you can apply straight away to your speaking business:
- Know Your Audience (and don’t be the kid with the dodgy joke)
Mark shared a story about telling a joke on a live recording of the Jonathan Ross Show as a child. It landed perfectly in the school playground—but bombed with the studio audience. Why? Wrong audience, wrong context.
The lesson? It’s not just about having a great story, it’s about telling the right story to the right audience at the right time.
This might sound obvious, but many speakers have one or two ‘go-to’ stories they always use, regardless of the setting. If the story doesn’t resonate, it won’t connect. Take time to understand who’s in the room and pick stories accordingly.
- Start Building Your Story Bank Now
Mark refers to this as your “story vending machine” or “story ATM.” Most speakers rely on memory or instinct when it comes to stories. Mark recommends being more intentional.
He helps clients map out their personal, professional, client, and even failure stories, and then categorises them so they can be pulled out and used when needed.
You don’t need to share your life story on stage. You need a few short, relevant stories with a clear point.
- Use the 3 Cs Framework
Mark’s storytelling framework is very simple:
- Context – Set the scene
- Connection – Make the audience feel something or see themselves in it
- Conclusion – Give a takeaway that’s useful and memorable
It’s not about telling stories for the sake of it—it’s about landing a message that sticks.
- Make Your Story Relevant, Not the Main Event
A lot of speakers (especially on the keynote circuit) put their story centre stage. But Mark says your story is a bridge—not the destination.
Use it to build credibility, create connection, and show why you care. But always bring it back to the audience. What’s in it for them?
- Relatability Beats Shock Value
Mark works with speakers who have huge, headline-grabbing stories. But even the most dramatic tale won’t work if it isn’t relatable.
Instead of asking “Is my story impressive?”, ask “Is it relevant?”
What’s the universal truth in your story?
What emotion or experience will your audience recognise?
- Be Honest, Not Perfect
Storytelling is a brilliant way to build trust—but only if you’re willing to show a bit of vulnerability.
That doesn’t mean oversharing or turning your keynote into a therapy session. But a little imperfection—done intentionally—can make you more relatable, trustworthy, and memorable.
- You Don’t Have to Be Funny, But It Helps
Mark mixes depth with humour. He’s mastered the ability to hold a serious space and then make people laugh a moment later. That contrast makes him very engaging.
You don’t have to be a comedian, but a bit of well-placed humour goes a long way to keeping people listening.
- Decide: Is This a Hobby or a Business?
One of my favourite moments from the conversation was this line from Mark, not about storytelling but about speaking:
“Make the decision—are you doing this as a hobby, or as a profession? Because the two strategies are very different.”
It’s a good question to ask yourself regularly.
If it’s a business, you need a CRM, a marketing strategy, and a consistent pipeline. You need to follow up. Be visible. Get referred. Track your numbers. And yes, that part can be boring—but that’s the 80% of speaking most people don’t talk about.
If you’ve been thinking about sharpening your talk, refreshing your speaker intro, or simply getting more strategic with how you use your story, this episode is a great place to start.
🎧 Listen to my full conversation with Mark Leruste on the Speaking Business Podcast here
PS Need some help to be more bookable and charge higher fees?
View Previous Newsletters
