LMA 2025 CMO Experience Keynote Recap
At this year’s LMA Annual Conference, during the CMO Experience keynote featuring Anne marie Houghtailing, we were reminded of something powerful:
Storytelling isn’t just an ancient art—it’s the lifeblood of modern influence and business development.
Houghtailing’s keynote opened with this simple question: "What is the scariest word in the English language?" (Spoiler: It’s not “hello” — it’s “shark.”) That set the tone for a session that was insightful, practical, and refreshingly human.
Here are a few key takeaways I left with—and I hope you’ll find them as game-changing as I did:
1. Storytelling is How We Make Sense of the World
Story precedes data, culture, religion, even memory. Every society has been built around the sharing of stories. In business today, it's no different. We don’t move people with facts alone—we move them by making them feel.
If you think data alone drives decisions, think again. Data informs. Stories transform.
2. Stories Build Trust—Fast
Science backs this up: storytelling activates six areas of the brain (not just two, like data does), releases oxytocin (the chemical responsible for trust and connection), and even synchronizes brain activity between speaker and listener.
One of the pieces of research Houghtailing shared that was most impactful for me was by Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business. Her research found that stories can be up to 22 times more memorable than facts alone. Twenty-two times! This is why storytelling has become even more critical in a world overwhelmed by information.
3. Belief Systems Shape Behavior
Another profound insight was this: what we believe dictates how we behave—and that behavior creates our reality. Whether it’s selling a service or leading a team, changing behavior starts with changing belief.
If you don't believe people will say "yes," they won’t. If you believe in your story, you can move mountains.
4. Technical Audiences Need Stories, Too
Houghtailing shared real examples of working with auditors, lawyers, engineers, and even climate scientists—groups often thought to "only want data." The truth? They’re humans first. Influence is about connection, not just credentials.
No one ever changed their mind at a barbecue because of a research paper. People change through story, not statistics. Keep this in mind the next time you want to fill your slides with a wall of data or text.
5. Elevate Your Presentation Game
If you're beginning your presentation by announcing “I’d like to tell you a story about…” you’re doing it wrong. Announcing a story you’re about to tell minimizes its impact. And if you’re ending your presentations with “any questions?" — you’re handing away your power. Humans remember the peak and the end of experiences. Own your closing. Leave your audience with a final story, a clear call to action, or an emotional imprint they’ll carry with them.
6. Listening is as Important as Speaking
If storytelling is a superpower, then listening is its silent twin. Great business developers aren’t just charismatic presenters—they’re intentional listeners. They understand that the best stories aren’t delivered; they’re co-created in the space between speaker and audience.
Houghtailing didn’t just challenge the value of elevator speeches—she dismantled them. Her point was clear: If you’re delivering the same scripted pitch to every person you meet, you’re not connecting—you’re performing. And in today’s market, performance without personalization falls flat.
Instead, get curious. Ask questions that show your audience you truly see them. Let their responses inform how you position your message. The most persuasive stories are the ones people see themselves in—and you can’t craft those without first listening with intention.
So before you speak, listen. Deeply. Strategically. The story you tell next will be far more powerful because of it.
The Bottom Line
Storytelling isn’t just a "nice to have" skill—it’s an essential strategy for influence, trust-building, and growth. A way to stand out and imprint on potential buyers when the marketplace is more crowded than ever.
And the best news? We are all natural storytellers. The challenge—and the opportunity—is to harness that instinct intentionally and skillfully in our professional lives.
If you’re serious about growing influence in 2025 and beyond, start here: Tell better stories. Listen deeper. Close with heart.
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Jennifer Scotton is Chief Marketing Officer at Constangy, where she leads the firm’s marketing and business development strategy. A longtime advocate for the legal marketing profession, she brings 20 years of experience advancing law firm innovation and client-focused growth. Her work has been recognized by the Legal Marketing Association with multiple Your Honor awards and she was recently named as a finalist for Law.com’s Southeastern Legal Awards in the Legal Innovator category.
