Compellingstory

About Compellingstory

Behind every SME is a founder with a story that’s shaping their business. No competitor can copy that. It’s the belief behind CompellingStory , founded by Simon Saunders. In 2005, Steve Jobs told Stanford students about connecting the dots. For Simon, those dots began in design. A growing curiosity about business led him to run his own company for 20 years, working with clients like Rolls-Royce, Braun, Highland Spring and the Houses of Parliament. Later roles in business development and marketing, across the exhibition, charity and print sectors, showed him how many competing SMEs sounded the same. Yet the businesses that were really growing had one thing in common: a strong story. During Covid, Simon offered free help to founders and was inundated. Every one of them could say what they did. Hardly any could say why someone should choose them. CompellingStory works before marketing and before sales. Simon goes looking for the story that’s already there, asking real questions of the founder, the team and their clients. “Without a story, a business becomes less the choice and more the comparison,” he says. “Most founders are sitting on their biggest asset and don’t know it.” A former

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Shows Compellingstory appears at

1. The Business Show London 2026This page11–12 November 2026Stand Y45

Listed in date order, as published by each show organiser.