Untapped Storytelling

The Untapped Power of Storytelling in Family Business

July 01, 20254 min read

In agriculture and family business, humility is a core value. But sometimes, that humility can hold us back.

At the 2025 Bridgeforth Family Business Forum, we sat down with Tim Strathman of 6S Creative and Humble Ground, a rural Kansas native turned national ag storyteller. What started as a conversation about digital marketing quickly turned into something deeper: how telling your story can shape the future of your business, your family, and your industry.


Why Storytelling Matters More Than Ever

For most farmers and ranchers, storytelling doesn’t come naturally. “Ag people are humble,” Tim shared. “They don’t want to come off like they’re bragging. But when they hold back, incredible stories go untold.”

And those stories matter, not just for pride or legacy, but for survival.

In a world where most U.S. agriculture operates in commodity markets, differentiation is everything. If your product is seen as identical to your neighbor’s, the low-cost producer wins. That’s a race to the bottom. But if your story creates value? You’re no longer just selling corn or beef — you’re offering something memorable.


From Hidden to Heard: Real Results of Telling Your Story

Tim has helped clients across the country transform their family business by simply helping them share what they’re already doing. “Some of the best stories are customer-driven,” he said. “A farmer talking about how a product saved him time or money is more powerful than any ad.”

One client was hesitant, worried it would feel boastful. But after telling his story on Tim’s Humble Ground podcast, he was overwhelmed by the response. Friends, neighbors, and even strangers reached out to say how much they related to and admired his journey.

It didn’t just build brand equity. It opened doors.

Another farmer Tim works with now has partnerships, premium pricing, and an extra income stream, all because he documented his daily work and built a following. “It’s not about doing something different. It’s about showing people what you’re already doing.”


Capturing Your Family’s Story Doesn’t Have to Be Complicated

Don’t want to hire a professional right away? That’s okay. You’re already holding one of the best tools available: your phone.

“Everyday ag life might seem boring to you,” Tim said, “but to someone outside your world, it’s fascinating. Feeding cattle. Fixing fence. Calving season. These are real, meaningful moments, and they deserve to be documented.”

You don’t need polished video or professional lighting. Just consistency and authenticity. Tim recommends:

  • Taking regular photos and videos - especially of multigenerational moments.

  • Posting once a week (at minimum) on platforms like Instagram, Facebook, or LinkedIn.

  • Engaging with comments to keep the conversation going.

  • Turning FAQs into content - if someone asks about your cattle ration, make your next video about it.

Even if you never share it publicly, that content becomes a digital scrapbook, a gift for the next generation.


A Business Opportunity Hiding in Plain Sight

Here’s something many family businesses haven’t considered: telling your story might actually become a business of its own.

From partnerships with ag brands to apparel lines to influencer-style content deals, storytelling can generate revenue. One young rancher Tim highlighted started a hat company to help him afford land. Others have created online communities around their farms. A few have landed branded content partnerships just by sharing their routines.

Is this approach for everyone? Not necessarily. But if your farm or family business is looking to diversify income, especially in tough commodity years, storytelling isn’t just a nice-to-have. It could be a strategic move.


Where to Start: Branding Basics for Family Businesses

If you’re just getting started, here are Tim’s go-to tips:

  1. Create a logo. Make it wearable. Don’t go cheap, nobody wears uncomfortable hats.

  2. Start small. Build slow. Don’t worry about going viral.

  3. Stay consistent. Whether once a week or every few days, pick a pace and stick to it.

  4. Lean into engagement. Let the questions in your comments become your next post.

  5. Expect resistance. From outsiders and inside ag. Not everyone will get it. That’s okay.

“Every business has a story,” Tim says. “You just have to decide to tell it.”


Legacy Isn’t Just What You Leave, It’s What You Share

At Bridgeforth, we work with families in transition every day. And one thing we know for certain: the strongest legacies aren’t built on land alone. They’re built on values, voice, and visibility.

Telling your story isn’t about ego, it’s about impact. It’s about making your family business more resilient, more recognizable, and more ready for the next generation.

The good news? You don’t have to do it perfectly. You just have to start.


Interested in learning how storytelling fits into your family business transition?

We’d love to help you think differently about what’s possible. Reach out today.

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