Thursday, 11 June, 2026
Yesterday I spent the day at the FUEL Roadshow, as a proud partner, bringing together investors, lenders and businesses looking for support to grow.
There was plenty of talk about funding, investment and growth, but the thing that stayed with me wasn’t a finance lesson at all.
It was a simple phrase:
“Words cast spells.” When you choose them, spell them carefully and use them wisely.
As a storyteller, PR and strategic communications specialist, that hit home.
Throughout the day, I heard people talking about what makes a business investable. Yes, investors want to see numbers, plans and evidence that a business can deliver. But before any of that, they need to understand what you’re trying to do and why it matters.
And that’s where many businesses struggle.
They may have a great product, service or idea, but they’re too close to it. They know their business inside out, yet when it comes to explaining it to someone else, they often undersell themselves or get lost in the detail.
The businesses that stand out are the ones that make people care.
They create a connection. They help people see the problem they’re solving and the opportunity ahead.
Whether you’re pitching to investors, speaking at an event, updating your website, creating investor packs, or introducing yourself at a networking meeting, you’re telling a story.
The question is: are people remembering it?
One of the biggest takeaways from the day was that funding isn’t always the problem. Support, investors and opportunities exist.
Sometimes the challenge is making sure the right people understand your value.
Because before someone buys from you, refers you, collaborates with you or invests in you, they need to believe in where you’re going.
And belief often starts with words.
What story is your business telling?
Find out more about upcoming FUEL Roadshow events at fuelroadshow.co.uk.
#FuelRoadshow