August 6, 2026 
No Comments By Aileen Anthony
One of the most common responses I receive as Executive Editor of MALAYSIA SME goes something like this.
“We’ll contact you when we have a story to tell.”
It is a response that I have heard from businesses of all sizes. Every time I hear it, I find myself asking the same question. When does a business actually have a story to tell?
For many business owners, the answer seems obvious. A story is something that happens when a new product is launched, a new service is introduced, a strategic partnership is signed, or an event is organised. These are undoubtedly newsworthy moments, but they only happen occasionally. If we define a story only by these milestones, it means many businesses remain silent for months at a time.
That way of thinking belonged to a media landscape where newspapers and television decided what was worthy of attention. Today, the landscape has changed completely. Businesses have unprecedented access to tell their own stories through their websites, LinkedIn pages, social media platforms, newsletters and podcasts. Traditional media remains an important avenue for credibility, but it is no longer the only channel through which a business can build awareness and trust.
The real question is no longer whether you have a story to tell. The real question is whether you recognise the stories that are already unfolding within your business every single day.
According to the 2025 Edelman Trust Barometer Special Report on Brands, eight out of ten people trust the brands they use, making brands among the most trusted institutions in society. That trust is not built solely through products or advertising. It is built through authenticity, consistency and meaningful engagement.
Here are some “How-to” ways:
Every business begins with a person who saw something others did not. There was a moment when you identified a problem, recognised an opportunity or simply decided there had to be a better way of doing something. That decision marked the beginning of your entrepreneurial journey.
No two founders share exactly the same experiences, motivations or sacrifices. Your products may eventually be copied, but your journey cannot. When people understand why you started, they begin to understand what your business stands for. Stories centred on people naturally create emotional connections because audiences relate to individuals long before they relate to products.
Every entrepreneur develops a unique way of thinking through years of solving problems, making difficult decisions and navigating uncertainty. Those experiences shape perspectives that are valuable to customers, industry peers and aspiring entrepreneurs alike.
Sharing your observations about market trends, changing customer behaviour or the future of your industry demonstrates thought leadership. People are not simply interested in what you sell. They are equally interested in how you think.
Research by Edelman and LinkedIn found that more than half of business decision makers had chosen to work with organisations after engaging with their thought leadership content. Your ideas often become the first reason people begin paying attention to your business.
Every business has values that influence the decisions it makes. Some founders champion sustainability. Others advocate for entrepreneurship, innovation, education or higher professional standards.
These convictions reveal the character of a business. They tell audiences what you believe in and why your organisation exists beyond generating revenue. Businesses that consistently contribute meaningful perspectives to important conversations gradually become recognised as trusted voices within their industries.
Too often, companies ask customers for testimonials that simply state the product was good or the service was satisfactory.
Instead, ask a different question.
Ask what changed.
Perhaps they entered a new market. Perhaps they saved significant time. Perhaps they improved productivity or regained confidence in their business.
Those are not merely testimonials. They are stories of transformation. They allow prospective customers to imagine what is possible because someone else has already experienced it.
Every employee contributes to the growth of a business in ways that often go unnoticed.
Someone may have solved a difficult customer problem. Another may have identified an opportunity that became a successful product or service. A team may have worked together to overcome an unexpected challenge.
These stories reveal the culture of your organisation far more effectively than carefully crafted corporate statements ever could. They remind audiences that behind every business is a group of people working with purpose, creativity and commitment.
Many businesses tell me they simply do not know where to find these stories.
My answer is always the same.
They are already there.
Every month, when your leadership team gathers, spend a few minutes asking five questions. What founder story have we not shared? What have we learnt about our industry this month? What issue do we feel strongly about? Which customer experienced meaningful change because of working with us? Which member of our team deserves to have their contribution recognised?
Choose just one.
Then allow your communications or marketing team to develop it into an article, a LinkedIn post, a video, a podcast or a media pitch.
One story every month becomes twelve meaningful stories every year.
The most successful brands do not remain visible because they launch new products every month. They remain visible because they consistently participate in conversations that matter to their audiences.
The next time you find yourself saying, “I’ll contact you when I have a story to tell,” pause for a moment and look around your business. You may discover that the story has been there all along. Or if you need us to come and help you discover a 12-month story plan, just reach out.
Edelman Trust Barometer 2025
Edelman x LinkedIn Thought Leadership Study
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