Craig Allen

Have you ever heard a story so intense that it almost felt like a movie?

Recently, over lunch, a friend shared something that stopped me in my tracks. Their spouse had been the victim of a carjacking, with their young child still in the back seat. The carjacker, armed and desperate, had already committed another crime in a neighboring state and was on the run.

Miraculously, no one was hurt. But as my friend explained the aftermath—replacing the car, testifying in court, processing the trauma—I felt something deeper than disbelief. I felt shock and awe.

Not because the story was told dramatically. There were no raised voices or exaggerated gestures. It was quiet, honest, and real.

And that is exactly why it stayed with me.

Why Shock and Awe Work in Storytelling

As humans, we are wired to remember stories that stir emotion. Shock, surprise, or awe can jolt us out of our routines and make us pay attention. But there is a difference between manufactured drama and authentic impact.

The story above worked not because it was sensationalized, but because it was true.

When we share authentic moments, even the shocking ones, we connect on a deeper level. The listener or reader feels what we feel. In a noisy world, that emotional connection is what makes your story stand out.

What This Means for Your Brand

Whether you are a small business owner, creative, or entrepreneur, storytelling is not about creating a perfect marketing narrative. It is about sharing real moments that move people—the highs, the lows, and the lessons learned along the way.

When you tell your story with authenticity, even the most shocking details can become your most powerful marketing tool.

So the next time you write an email, post on social media, or share your brand story, ask yourself:

• Is this true to my experience?
• Will it move someone?
• Does it matter to the person hearing it?

If the answer is yes, that is storytelling with shock and awe that actually lasts.

The Takeaway

Shock grabs attention. Authenticity makes it last.