Episode 19: Who You Became in 2025 - And the Moments That Shaped You

00:54 You're listening to The Business of Stories with Susan Paton, showing you how to share stories that do the selling in your business so you don't have too. In June 2006 I was flying back from Portugal alone when the very nice guy at check-in asked me if I'd mind awfully if he upgraded me to business class as the flight was overbooked I said, I didn't mind and he handed me a boarding pass that said my seat was 1C. I'll never forget that flight not because i was in business class or even though I was in the front row but because of the woman in seat 1A we were the only two people in the front row but she didn't look like she was a last-minute upgrade like me She looked very much at home and I couldn't take my eyes off her

01:52 She was so... together. From her perfectly manicured nails and chic navy dress, to her delicate bracelet and shoes that looked like they'd just come out of the box she looked effortlessly elegant and stylish – and successful! She ordered a sparkling water with ice got her neat little laptop & moleskin notebook out of her very smart bag that actually matched her dress and started working There was something about her that I found absolutely mesmerizing. And, I remember feeling like a little girl watching her in awe wanting to be like her when i grew up even though I was in my 30's! In 2022 some 16 years later...I was boarding a plane being paid to fly out to Barcelona to speak at an international conference when I thought about that lady

02:53 Did watching her for two hours, whilst trying not to make it weird all those years ago set something in motion for me? Did she inspire me to make this happen as I settled into my seat took out my laptop and notebook and ordered my sparkling water with ice. I wondered if this version of me was the woman she unknowingly helped me become One of the things that I love to do at the end of the year is reflect on the year that has just been, both personally and with my business hat on. What worked well? What did I learn? How has my business evolved? Which is always fun! Not because everything was a roaring success – it wasn't – but its good to reflect on what happened and what changed. Because things change right?! You've changed… think about

03:54 You're not the same person you were a year ago. You've evolved and there are versions of you now that didn't exist at the beginning of the year, and I know that's a strange concept but it's an idea i came across last year and instantly loved and made apart of my end-of-year reflections And I'd love for you to think about it too What versions of you exists now that didn't exist a year ago. And to help you think about that, let me share three versions of me that were created in 2025 that might spark some ideas for you! First is the version of me that doesn't go into a complete blind panic when the tech doesn't do what it's supposed to do especially when I'm live

04:50 I used to get so stressed and have a complete meltdown, and think that no one will ever want to work with me if I'm very publicly having major tech issues. But I realised it's not true! Everyone has tech issues – and they don't have to send me into a frenzy. In fact the best way to handle them is with calm and good humour Because not only is that better for me, but it also helps me show others that is okay to be less than perfect and that your value is not attached to whether the tech behaves itself or not. Another version of me was the one who knows I can navigate the curveballs –no matter how big or unexpected they are–and keep my business going

05:44 I had quite a few curveballs in 2025, but I got through them. And when I look back, I can see how much I've grown as a person and business owner by how I processed and managed those few difficult months when life got lifey and some members of my family needed me to be there for them The fact that I was able to navigate that and keep my business running, and ask for help when i needed it showed me that I've come a long way. And that I've learned a lot! And I love sharing learnings like that so I planned to do an episode on what that looked like... ...and how even though I had to work differently for a while and cancel a few big things I had planned to do, I still managed to hit my financial targets

06:35 Because we all have to navigate challenging times, but they don't have to completely derail you or your business if you stay adaptable and focus on a few key things. And the third version of me that is new – or feels new – is the one who's leaning into being a role model and leader. Even saying that would've made me squirm uncomfortably not long ago! Most of my life, I felt like I was falling short in many areas of my life. I've always thought that I'm too sensitive and emotional but should be tougher! I spent years working as a PA because I felt safe behind the scenes and didn't think I had anything to say that people would want to listen to And when I started out in business, I thought I wasn't cut out for it

07:36 All the people I saw seemed so together and polished and confident, and my brain just didn't seem to work the same way. I felt overwhelmed all of the time! I felt like i was in the wrong room...I once got invited to join a group called High Performing Women and I honestly thought they'd sent the invite to the wrong person. I was almost frightened to accept it in case they told me that made a mistake and had to leave But the idea of being a role model and leader has come up a lot for me this year. I had a session with Kelly Vikings, who works with people using numerology human design and gene keys And the overarching message that came through the session was loud and clear That i was meant to be a role model That I was meant to find my way through Find a path that feels right for me

08:36 And then light that path up for others. Share what I'm learning to show others what's possible for them In fact, in Human Design, I am a 6'2", six literally being a role model and two being a hermit which is quite funny and not entirely wrong So I've really leaned into that this year and actually this podcast is the result of that As much as I've been saying that I want to start a podcast since my book came out nearly four years ago, I wasn't ready before. I think I would have struggled to show up the way that I am now sharing my insights and learnings if i hadn't been prepared to fully step into that role of role model. I've done a lot of work on my thoughts and feelings around being judged

09:32 And I've realised that I am here to shine a light and lead the way for those who want to do business differently. To show people that you don't need to be tough or hard, to run a business You can be highly sensitive and still be successful! You don't need to work yourself into the ground get up at 4am every morning Or sacrifice your personal life You can create a business that works for you, that feels true to who you are and allows you to show up as the best version of YOU. And still get up when you want too! And you don't need to do all the marketing things... ...you don't need to be on every platform, you don't need to post six reels a day… …You can show up in a way that feels good to YOU

10:26 And share stories that create genuine, meaningful connections with the people you love working with. So what about you? What versions of you were created in 2025? It's easy to look back and think about the things you did but how about looking back and thinking about who you became Another thing I like to do at this time of year is reflect on the stories that have unfolded. It's so interesting and powerful to look back over your year through the lens of story. Stories are how we make meaning of what happened, and how we see how much we've grown, how much we've learned, and how many stories are already there waiting for us to share

11:22 So what are your stories from 2025? You'll have tons of them. Stories you haven't even realised have been taking shape all year, as you've gone about doing what you do the way you do it! Let's look at what they might be… Maybe you have a story of strength – a moment where things got hard, even if all looked normal from the outside What about a story of insight What happened this year that gave you a new insight or perspective? Maybe it was a turning point, a redefining belief or an aha moment that changed how you see yourself or your work. Do you have a story of connection? Did someone reach out or share something that truly resonated or reflected something back to you? Sometimes the simplest things can unexpectedly create the deepest of connections

12:25 What about a story of rediscovery? Maybe you found something that lights you up again when you thought you'd lost your spark or picked something back up that you'd abandoned in the past. Do you have a story of letting go? It doesn't have to be a big dramatic event, just a moment where something shifted. Maybe you let go of a belief that everything has to be perfect – I know I have! Or let go of a habit that wasn't serving you Maybe you have a story of getting something wrong. When I stopped thinking of things that went wrong as failure and instead saw them as helpful feedback, the story in my head completely shifted and my business grew without me having to feel embarrassed or hide those lessons Do you have a story of alignment or synchronicity? A moment when something just clicked and felt right

13:28 Or how something just fell into place in a way that felt simple, easy and joyful. What about a story of enough? Doing enough Being enough When you stopped hustling or trying to prove yourself Maybe you decided you don't need to be everywhere doing all the things That you're doing enough You are enough! Or a story of growth The kind of growth that others don't necessarily see, but that shifts something for you. Or a story of choosing yourself... backing yourself trusting yourself setting boundaries walking away from a misaligned client or project taking rest seriously getting help or carving out time to do things that make you feel happy You have lived through a year of moments

14:29 Moments that mattered. Moments that you didn't even realise were shaping you You have more wisdom, more resilience, more insight and more stories than you think Stories that you can reflect on and build on and take into 2026 And remember it's the everyday stories people often connect with most because they're relatable The more ordinary they are, the more likely your audience will have experienced something similar. If your story was super dramatic and fit for a Hollywood blockbuster film it's unlikely that other people would say yes! That's my story too So as you think about the new year and how you want to show up and the stories you want to share

15:27 Let me do a quick recap on some of the tips I've been sharing with you over the last 18 episodes on Sharing Stories That Connect. Number one, make looking for stories a habit! Try keeping a notebook by your bed and at the end of every day reflect and ask yourself what happened today that i could share? What made me laugh or cry or cringe or doubt myself What thoughts, reflections insights or perspective could I share about something I saw or heard or experienced that i know will resonate with my ideal client? Start looking for those stories and you'll soon realize you have millions of them. An endless supply! Number two Decide where you're going to keep them It sounds obvious but please don't underestimate the importance of this

16:30 You need to decide where you're going to keep your stories. And in your head is not the right answer! You want to start capturing them and collecting them in one place because these stories are like gold for your business, whether it's in a notebook on your phone, in an app, in a Google folder or voice notes whatever works best for you because it needs to be easy for you to capture them quickly I highly recommend choosing one place to keep them. Otherwise, if you're anything like me you'll end up with stories all over the place and then it can be really hard to keep track of them. Number three Keep your stories simple One of the biggest mistakes I see business owners make when sharing a story is that it's actually five stories crammed into one

17:26 Or it's one story but it is confusing, hard to follow or overwhelming because there's just too much information to process. And if your stories take a lot of effort for people to engage with they won't! So here's a simple three-step plan for keeping your stories simple 1. Stick to one story, one moment, one incident, one event or dilemma or decision or action Avoid digressing or jumping from one story to the next. Stick to one 2. When you're done crafting your story read it out loud and check that its easy to follow Reading it out loud is very different than reading in your head

18:14 I learnt this from working one-to-one with clients for years when i did a done4u service. I'd write their website copy or brand story and it would sound great in my head, but then I'd get them on zoom and I'd be reading out loud to them and I'd realise oh that sentence is really long! Or actually...I just said that above? We can take that bit out. Even doing this podcast I plan the episode and make lots of notes, but often it's not until i'm in front of the microphone recording it that I realize it would work better in a different order or that bit is a bit repetitive.

18:52 So, read it out loud. And number three, remove anything that doesn't need to be there. Keep it concise! You don't need to give all the details. In fact the more you put into your story, the more likely you'll lose people They'll tune out they'll switch off so remove anything that doesn't need to be there and keep other stories for another time. So keep it simple one story One message or takeaway or lesson And finally, set the intention. Know why you're sharing it and who you're sharing it for. Storytelling is not therapy It's not confession. It's not dumping. It's not about sharing stuff that you want to keep private or things that are raw or that you're still processing. It's not about baring your soul to build engagement You don't need to overshare to connect. You can be real and private

19:55 There's lots of things I don't share, and yet I tell stories all day long. And most people who follow me feel like they know a lot about me – and they do! But I choose the stories I share…and I know why I'm sharing them. Your story should have a purpose...a reason to share them That reason could be all sorts of things but when a story lacks purpose or meaning or context it is not going to connect in the way that you want it too And that can work against you. Like everything in your business, you need to be strategic about the stories you're choosing and how you're sharing them but as a rule of thumb if you keep your ideal client in mind If you are tuned into where they are at and what they're feeling and what's going on for them then you can make sure your stories are relatable and relevant for them

22:52 Getting something wrong. Alignment or synchronicity. Growth, or choosing yourself. Choose one moment from this year that shaped you even in a small way and share that story It may just be the story someone else needs to hear And, as 2025 comes to a close I want to wish you a very happy prosperous joyful fulfilling exciting amazing new year. I can't wait to bring you more episodes more learnings more ideas more guests and more stories that do the selling for you so you don't have too

23:40 Thank you so much for being here. I love that we get to do this together! Would you do me a huge favour and please rate, review and follow this podcast in Apple Spotify or wherever you listen to your podcasts? And i'll see you next time for more honest conversations meaningful connections and of course stories