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Storytelling needs to be personal. When we talk about difficult times in life, weaknesses, failures, or other topics that make us uneasy, we tend to switch from the personal “I” form to the impersonal “you” or “one” form.

Example: “Subway ticket”

When you become an entrepreneur and face economic thunderstorms, it could happen that you find yourself standing in front of the ticket machine at a subway station, and suddenly you realize — you cannot even pay for a ticket.

But — you connect much better with your audience when you use the “I” form:

My symbolic moment of perseverance arrived as I was standing at the Rosenthaler Platz subway station in Berlin. All my credit cards were blocked, and I had 1.27 € left in my pocket. I couldn’t afford a simple subway ticket. I felt humiliated.

Take all your impersonal statements and make them personal:

From: One feels badly when being bullied. To: I felt badly when they bullied me.

From: One should never give up. To: I never gave up.

From: One must believe. To: I needed to believe.

Boost your content even more by personalizing what you say.