This article is for speakers. For pastors. For teachers. For attorneys. For salespeople. For parents. For anyone who influences behavior with their words. In other words, you.
If you’re a motivational speaker, you already know stories are your sharpest tool. But if you’re just recycling the same old Greatest Hits every time you’re onstage, you’re not growing—and neither is your audience. If you want to stay fresh (and bookable), you need an endless supply of motivational stories.
So where do you find them?
Spoiler: They’re everywhere.
Humans Are Hardwired for Stories
Since the dawn of time—before TikTok, before Netflix, before PowerPoint—we’ve been telling stories to teach, inspire, and connect. Stories are sticky. They’re how we pass on knowledge and build culture.
A well-told story taps into universal emotions, and that’s what makes it memorable. In fact, a Harvard Business Review article shows that storytelling lights up more of the brain than plain ol’ facts ever could.
So if you want to motivate people? Don’t just preach. Tell a story.
The Secret to Staying Relevant as a Speaker
When you’re first starting out as a speaker, you probably lean on your One Big Story—the time you climbed the mountain, beat the odds, built the empire, or outran the bear (okay, maybe not that one). And that’s fine. But if you’re going to stay in this business, you’ll need more than one story.
Especially if you want to get booked again and again by the same clients.
Here’s the good news: You already have those stories. You just have to see them.
What Makes a Motivational Story Stick?
The same thing that makes any story stick. Classic structure.
The beginning – What problem are you solving?
The middle – What did you do about it?
The end – What happened?
Throw in a relatable character (like you), some emotion (humor, struggle, triumph), and a lesson worth learning, and boom—you’ve got something worth sharing on stage.
Real Life Examples
Here are some true stories—some mine, some borrowed—that illustrate how to tell motivational stories that leave a lasting impact. These are the kinds of stories that show your audience what’s possible, not just for you, but for them.
BIG WALLY: TWO WORDS THAT CHANGED EVERYTHING
Early in my speaking career, I struggled to find stories that could truly motivate others. Then I reconnected with a college football buddy who reminded me of something I’d completely forgotten—our coach’s battle cry: “SO WHAT?!”
I played linebacker at the University of Puget Sound under Coach Paul “Big Wally” Wallrof—a 6’5”, 260-pound force of nature with a booming voice and a bigger heart. Every time something went wrong on the field—missed tackle, fumble, blown play—Wally didn’t scold us. He’d grab our shoulder pads and roar: “SO WHAT?!”
Two words. That’s it. But those two words shaped how I face setbacks to this day.
Lose a sale? Miss a meeting? Blow a presentation? “SO WHAT?!” Learn, adjust, and keep moving.
You’re not defined by your worst day. Your credibility comes from what you do next.
At a recent reunion, 60 of us gathered to thank Big Wally. Decades later, we’re business leaders, dads, coaches—men forged by two unforgettable words that still drive us forward.
DON’T LET CREDIBILITY STOP YOU
I go to about 70 conferences a year, and I’m always on the lookout for great stories—especially stories about people who refuse to be paralyzed by what they don’t know.
At a portable storage event, I met Emily. She was flipping shipping containers into pop-up retail shops and portable offices. Business was booming. Then her clients started asking if she could help them with moving and storage too.
Emily had no experience in that space. So what did she do?
She hired credibility.
There are over 2,000 Certified Moving Consultants in the U.S. Emily contracted a few, built a new division, and launched a profitable extension of her business—overnight.
You don’t need to know everything. You need to find someone who does, and tell their story. That’s what I’m doing now.
JON VRABELY: THE LEADER WHO SAVED A SINKING SHIP
Let’s wrap with a story I tell often—because it’s the ultimate test of leadership under fire.
In 2005, Jon Vrabely was a VP at Huttig Building Products, a billion-dollar company supplying materials to America’s housing boom. Then the 2006 mortgage crisis hit. Revenue dropped by half. The CEO clung to optimism—“It’s just a cycle.” But cycles aren’t a business plan.
Jon stepped up. At just 41, he delivered a bold turnaround strategy to the board. They were so impressed, they made him CEO on the spot.
He immediately closed 18 of 45 distribution centers, canceled $16 million in failing tech projects, and laid off 400 employees—many of whom were his friends. Brutal decisions. But necessary ones.
At the same time, he went on offense—poaching top talent from competitors, acquiring struggling companies, and rebuilding Huttig from the ground up.
By 2012, Huttig was profitable again. They were hiring again. Jon Vrabely didn’t just steer the ship—he saved it from sinking.
Motivational takeaway: Real leaders don’t hope for better days. They create them.
YOUR TURN
What do these stories have in common?
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Big Wally taught us to shake off mistakes.
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Emily proved you can borrow expertise.
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Jon Vrabely modeled crisis leadership at its finest.
The best motivational stories don’t just inspire—they equip your audience with a mindset and a method.
So next time you take the stage, don’t just tell your story. Tell a story that makes your audience say, “If they can do it… so can I.”
Don’t Abuse the Power of the Mic
Let’s talk about speaker responsibility for a second. Because once you’ve got that crowd in the palm of your hand, it’s tempting to think you’re invincible. Charisma can be powerful—but also dangerous. If you have an audience hanging on your every word, you have a responsibility to inspire ethically.
We’ve all seen what happens when motivational speakers get high on their own supply. Remember when Tony Robbins led 30 people to burn their feet during a fire walk? Or when James Arthur Ray held a sweat lodge ceremony that tragically resulted in three deaths? The misuse of motivational influence can have serious consequences.
Bottom line: Use your powers for good. Real motivational speakers don’t manipulate. They inspire through humor, humility, and vulnerability.
Your Whole Life Is a Story Bank
Start mining it. Your childhood. Your career. Your family drama. That time you couldn’t get your suitcase closed in a hotel hallway at 3 a.m. (Just me?) Every moment can become a story that helps someone else feel seen, inspired, or empowered.
Keep a “story bank” in your phone. Jot down weird, funny, painful, or triumphant moments when they happen. You’ll thank yourself later.
Final Thoughts: Your Stories Matter
Motivational speakers don’t just speak. They influence lives, inspire resilience, and shape beliefs. Your personal stories, when told with honesty and structure, can help someone overcome a fear, pursue a dream, or bounce back from failure.
Bring Ross Shafer to Your Event
If stories like Big Wally’s “SO WHAT?!”, Emily’s borrowed credibility, and Jon Vrabely’s bold leadership in crisis inspired you, imagine what hearing them live—told by Ross Shafer himself—can do for your team.
👉 Book Ross Shafer today to give your audience practical tools and unforgettable motivation to rise above setbacks, adapt to change, and lead with courage.