You know that feeling when someone tells you about their neighborhood and suddenly you see it through their eyes? That’s what happens when we let communities tell their own stories.

We recently sat down with 3fold CEO Gordon Fowler to talk about why this so important when building brand storytelling. 

“When you’re in the community and hearing directly from its members, the story gains layers of complexity, nuance, and diversity that would otherwise be missed. It becomes more vibrant and alive.”

Think about your favorite stories. They probably come from people sharing their actual experiences, not carefully crafted marketing messages. When we step back and let communities lead the conversation, we discover layers of truth we might have missed.

Building real relationships takes time (and that’s a good thing)

Here’s what we’ve learned from working with communities: The strongest connections aren’t built through quick campaigns or catchy slogans. They grow naturally, like any good friendship. When organizations take the time to build genuine relationships with their communities, something interesting happens:

• People start sharing ideas more freely
• Solutions emerge from unexpected places
• Trust develops organically

Gordon’s Perspective: “Those closest to the problem are also closest to the solution. Without trust and relationship-building, brands miss out on real, community-driven impact.”

What makes a story stick?

The best stories don’t try to impress – they try to connect. Have you ever heard a story that made you think, “Yes! That’s exactly how it feels!”? 

Those moments of recognition are powerful. They happen when stories come from real experiences and genuine perspectives. They share something true, whether it’s the joy of watching your kid graduate or the challenge of starting a business in a new neighborhood.

Gordon’s Perspective: “A memorable story comes from a place of genuine perspective—it offers something unique, something that makes people say, ‘Wow, I never thought about it that way before.’”

Working with communities, not just for them

There’s a big difference between telling a community’s story and helping a community tell its own story. It’s like the difference between having someone describe your home to others and inviting people in to see it for themselves.

When we step back and let communities lead the way, the stories become richer and more meaningful. They reflect real experiences, challenges, and victories – not just what outsiders think is important.

Gordon’s Perspective: “It’s about co-creating the narrative, rather than simply narrating it from an outsider’s point of view.”

The bottom line

At the end of the day, it’s pretty simple: the best stories come from real people sharing real experiences. When we take the time to listen and learn from our communities, we all benefit. The solutions last longer, the connections grow stronger, and the stories ring true.

And isn’t that what we’re all looking for?

Gordon’s Perspective: “A quick win might make us feel good, but a sustainable solution makes a real difference.”