People are nosey and it’s great for business.

We love the drama, don’t we? Slowing down to see what's happened when there’s blue lights and sirens. Jumping straight on Rightmove when the neighbour’s for sale sign goes up. Judging the shopping trolley contents of the customer in front of us. We can’t help it.

It’s human nature to be curious, and we believe that curiosity is one of the most powerful tools a business can use.

Too many of organisations spend huge amounts of time talking about products and services (which has its place), but the things people find most interesting are the stories surrounding them.

The founder who took a chance on an idea. The employee who has been there since day one. The customer who travels across the city every week because they love what you do.

These stories help people make sense of a business. They turn a logo into a group of real people and a transaction into a relationship. If a customer can identify with you, your brand, your products, services and people, you’re on to a winner.

Think about some of the businesses you support regularly. Chances are you know something about them beyond what they sell. You know who owns the place, why they started, what they care about or how they've grown over the years. That knowledge creates familiarity, and familiarity builds trust.

The challenge is that most businesses are far too close to their own stories to recognise them. The things that feel ordinary internally often become the most interesting details externally.

The story behind your merch? The artist you collaborated with on your viral window display. The colour choice behind your shop interior. The banging playlist you’ve curated. The staff member with you from the start. The young people you’ve brought along the way. The community project you support. The list is endless.

None of these things feel remarkable when you're living them every day. But to everyone else, they're exactly the sort of details they want to know.

People are curious. Always have been. Always will be.

Want to work with us to tell your stories and boost business?

Drop us a line: kate@baileyandreilly.com