Truth In Storytelling ...


We periodically delve into the murky world of investigative reporting.

If you recall — and I suspect you don’t — it was this property that broke the story that The Wall Street Journal failed to dig into the background of Tim Bray who had a history of dissing Apple before joining Google.

It is in this spirit that we scrutinize the storytelling from a beverage company called Sweet Leaf Tea.

No question, this company gets it.

There’s a richness and texture to its storytelling techniques, which you can see in the “Taking It To The Streets” vignette.

sweet leaf tea website

Does the storytelling stay consistent?

Does the storytelling stay truthful?

In a word, yes.

I purchased a bottle of black tea from Sweet Leaf last week.

sweet leaf tea bottle

Naturally, I gravitated to the “Our Story” on the back of the bottle.

sweet leaf tea

It’s tough to read, but there’s a line that says:

We’ve grown since then but we’re still inspired by Clayton’s granny, “Mimi,” who taught us never to use ingredients we can’t pronounce.

OK, let’s put this to the test.

sweet leaf tea nutrition facts

I cropped this photo too tightly, so missed the ingredients. Here they are:

  • filtered water
  • organic cane sugar
  • organic black tea
  • citric acid

I think I’m on safe ground in saying these words are easy to pronounce and aren’t going to stump anyone at a spelling bee.

Well done, Sweet Leaf Tea.


  • Bill Hornung

    Lou… here, here! Storytelling is at the heart of everything we do. Sell, market, child-rearing. Ever since the cave-person days :>)

    One of my favorite books (back from my HP days) was “Managing by Storying Around) by David Armstrong.

  • Lou Hoffman

    Totally agree.

    I’m going to check out the Armstrong book (like the title and play on words).

    I did read the Peter Guber book “Tell to Win” last year which was solid.


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