When we think of storytelling in business, we often imagine the big stuff — dramatic turning points, epic wins, hard-earned lessons. But many of the stories that connect with your audience don’t necessarily come from the most standout moments. They’re found in the quieter, everyday happenings that often go unnoticed.
So, there's something that I consider one of the most underrated skills in storytelling: Slow looking.
If you’ve ever wandered through an art gallery, you might have noticed the occasional bench placed in front of a single painting. Not for resting, but for looking. It’s positioned just-so, at the ideal distance to really take in the work. And if you sit there long enough, something interesting happens. At first, you see the obvious: colour, subject, brushstrokes. But then — if you stay — other details begin to emerge. The mood. The movement. The story.
A practice borrowed from the world of art and museum education, slow looking is about taking the time to really see what’s in front of you — to observe with intention, curiosity, and openness. It’s a quiet, deliberate practice that asks us to stay a little longer. To notice what we’d usually walk right past.
And in business, it can be one of the most powerful tools you have for finding authentic, engaging content. Here’s how it works, and how to start using it.
What is slow looking?
Slow looking is about paying deeper attention. It’s the opposite of skimming, scrolling, or rushing through your day on autopilot.
Instead of consuming information passively, you become an active observer of your own business — its rhythms, patterns, people, and moments.
In art education, this practice encourages viewers to spend time with a single painting or object, noticing texture, colour, and detail. The longer they look, the more they see.
In business, the same principle applies. When you slow down and really look at what’s happening around you, you start to notice:
The small, human moments with clients or collaborators
The quiet wins and thoughtful decisions behind the scenes
The subtle shifts and themes shaping your work over time
This deeper awareness becomes a goldmine for content and storytelling.
Why this matters for your content
So many people struggle to “come up with content.” But the truth is, the stories are already there. I also like to refer to this as story in the ordinary.
By practicing slow looking, you start to uncover:
Small interactions that reflect your values and how you show up
Behind-the-scenes glimpses of how your business really works
Micro-lessons hidden in everyday challenges
Patterns that reveal your brand’s unique voice or perspective
You don’t need to wait for a big breakthrough to share something meaningful. Sometimes, the moment a client finally gets something you explained, or the way you solved a small but nagging problem, is the start of a really powerful message.
Five ways to practice slow looking
1. Pause and observe
Resist the rush. Take small moments to stop and look around. What’s happening right now? What might you be overlooking?
Pay attention to:
How a client responds during a conversation
What sticks with you after a meeting
The things that feel ordinary to you but are impactful to others
2. Change your perspective
Pretend you’re seeing your business for the first time. Ask yourself:
What would a new client notice?
What’s invisible but essential to how I work?
What details are shaping people’s experience?
3. Keep a ‘noticing journal’
Capture the little things: an unexpected question, a passing comment, a moment that made you pause. You don’t need full sentences, just enough to jog your memory later.
4. Describe a moment in detail
Take one small moment from your week and write it out: what you saw, heard, felt. The goal isn’t perfection, it’s presence. The more detail you capture, the easier it becomes to turn moments into meaningful stories.
5. Follow your curiosity
If something catches your attention, don’t dismiss it. Follow the thread. Ask yourself, why did that stand out? Your curiosity is often a clue that there’s a story or insight waiting to be explored.
How to turn observations into content
Once you’ve got these moments, how do you use them?
Try this simple framework:
Observation → Insight → Story → Content
Let’s break it down:
Observation: Something small you noticed (e.g. a client’s hesitation before saying yes).
Insight: What did it reveal? (e.g. People often feel nervous before making a big investment.)
Story: What’s a related experience you can share to bring this to life?
Content: Share the story in a post, blog, podcast, or email with a message or takeaway for your audience.
Example:
Observation: A client almost didn’t book because they felt unsure.
Insight: Decisions that feel big are often rooted in fear, not logic.
Story: A time you felt the same—and what helped you decide.
Content: A blog or post about decision-making, with a CTA that speaks to where your audience is now.
Slow down, look again
Your business is full of stories — but only if you take the time to see them.
This week, try this:
Pause for a few extra moments each day and really observe what’s happening
Write down one detail or interaction that stands out
Ask yourself what it reveals, and how it could become a story worth sharing
You don’t need to force content. You just need to notice more of what’s already there.
