Meet Crystal, who isn’t just another LinkedIn voice—she’s a B2B storyteller helping brands stand out through authentic, human-centred narratives. With over four years of experience writing for impact, Crystal discovered that people don’t connect with products—they connect with people. Her unique approach transforms cold, corporate messaging into compelling stories that drive engagement and trust.
By shifting the spotlight from products to people, Crystal helps entrepreneurs, professionals, and companies connect with their audiences on a deeper level. Whether you’re struggling with online visibility or unsure how to build a personal brand, her insights on storytelling, content creation, and brand humanisation offer a roadmap to success in the digital B2B space.
What sparked your passion for storytelling on LinkedIn, and how do you carve out your niche in the B2B space?
I started writing on LinkedIn because I was working for someone else at the time and wanted to promote the company’s products and services. We were targeting B2B, hoping to get partners to carry our brand, and LinkedIn seemed like the perfect platform. That was about four years ago.
I quickly realised that just talking about the product—its features and benefits—wasn’t working. There was little to no engagement. So, I started experimenting. I began sharing personal stories, daily experiences, and more human content. That’s when I saw better engagement.
When people messaged me for collaborations or sales enquiries, it was always because of those human, story-based posts—not product-related ones. Over time, I figured out what works and what doesn’t, and that’s how I carved my niche in the B2B space.
Many professionals struggle with visibility online. What is your approach to helping brands and individuals stand out on LinkedIn?
Many professionals tend to talk only about their products because they’re proud of them. But they don’t realise they’re not talking about their clients or the problems they solve. The content lacks emotional value and doesn’t resonate.
The key is to use storytelling to shift the focus to the customer and the pain points they face. If your content educates, inspires, or adds value, people will engage with it.
Another issue is that many professionals feel uncomfortable posting because they think it’s all about themselves or their company. But when you focus on your clients’ problems instead, you’ll feel more comfortable, and the content becomes more meaningful.
How do you stay inspired and consistent in your own content creation, especially in such a fast-moving digital space?
A few things keep me inspired. First, meeting LinkedIn connections in real life—through coffee chats or networking events—helps build deeper relationships. These meetings often spark ideas or collaboration opportunities.
Second, I pay attention to the comments on my posts. Sometimes the feedback is so insightful that it gives me ideas for future content. I also gain a lot of inspiration by connecting with experts from different industries—both online and offline.
These interactions keep me informed and motivated to continue creating. Thanks to the encouragement from my followers and LinkedIn connections, I began taking toilet selfies—affectionately known as toifies—as a playful element of my personal brand.
This soon evolved into vidtoifies, short videos filmed in the same setting, where I feature and celebrate interesting personalities in a fun and unconventional way.
When you humanise a story, readers connect with it. If they connect with you as a person, they’ll naturally become curious about your company, products, or services.
You often speak about humanising stories. What are the key elements that make a B2B story relatable and impactful?
Even in B2B, we’re still dealing with people—and people have emotions. When you humanise a story, readers connect with it. If they connect with you as a person, they’ll naturally become curious about your company, products, or services.
The more genuine and authentic the content, the more impact it has. Every day, we meet people and solve problems—these real-life experiences are powerful stories. When we share them, people recognise the human side of business.
That’s how collaborations and opportunities come in. The key elements of an impactful B2B story are authenticity, relatability, and emotional connection—not just facts and figures.
What common mistakes do people make when trying to build their personal brand on LinkedIn, and how can they avoid them?
The first common mistake is having an unoptimised profile. Even if your content is good, if your profile doesn’t clearly show what you do or offer, people won’t understand your value.
The second mistake is being overly boastful or engaging in “humblebragging.” If your posts don’t add value to your audience, they won’t resonate. Your profile should be clean and informative, and your content should focus on helping or inspiring others.
What advice would you give to someone just starting to build their brand or content strategy on LinkedIn in 2025?
Be consistent. Social media algorithms change all the time, and no one really knows how they work. When someone new posts content and sees little engagement, they often feel discouraged and give up. But consistency is key. Even posting once a week can help.
Over time, you’ll build your presence, refine your voice, and understand what content works best. Each post is a learning experience. I’ve been doing this for years and I’m still learning.
What do you think makes a good entrepreneur?
A good entrepreneur is someone who is sensitive to problems. Many entrepreneurs focus on creating products, but don’t consider whether those products actually solve a real problem. The best ones identify problems first, then create solutions.
But not everyone has that ability—it takes insight and observation to recognise problems worth solving. That’s what separates a good entrepreneur from the rest.
If you could have a superpower for one day, what would it be and why?
I’d love the superpower to read books in seconds or minutes. I’ve collected so many books—many gifted to me by my LinkedIn friends who are also authors—but I haven’t had time to read them. If I could, I’d spend one day reading 10 or 12 books in one go!
Connect with Crystal: LinkedIn, Instagram and TikTok.
