Living with three children below the age of nine, it is not surprising that the moment they see Christmas decorations and mince pies on the supermarket shelves the conversation turns to presents and what they think Santa will be getting them this year. And, just like every year, the conversation always turns to logistics: “Mummy, how does Father Christmas deliver all those presents all around the world in one night?”

Their questions always remind me that logistics, at its heart, is about stories, how things move, who makes them move, and why it matters

Working with Meantime means I get to have a front row seat watching and listening to conversations about shipments, from moving extra-long pipes and massive cranes, to smoked salmon and whiskey, horses and even falcons. Yes, falcons. But behind every shipment, there’s also something we rarely talk about, the why. The stories that make this work matter.

In a sector defined by precision, compliance and reliability, “storytelling” can sound soft. But I’m not talking about sentiment, it’s about strategy. Storytelling in a B2B environment is not about the fluff. It’s about framing. It’s how we frame what we are saying to show the meaning behind the metrics, the people behind the process, and the impact.

I believe in the three Ps of storytelling –  Purpose, People, and Partnerships.

Purpose gives your operation meaning. Your purpose isn’t just about pallets, belly capacity or container loads, it’s about what the goods being moved unlock for people, society and the economy.

People are the heartbeat of your organisation, and they have a story. Who are the people tackling challenges from flight cancellations to late booking, and how to they overcome those challenges? How did the warehouse team keep things moving during Peak season? Let’s speak about the data analyst who spotted a trend and prepared the team for the busy season. By sharing stories about your people, you are making your business human

And the third P, which I’ve learned so much about this year, Partnerships. What does each new partnership mean? It means that airlines are working with ground handlers to smooth bottlenecks. GSSAs help airlines enter new markets through their local expertise. Freight forwarders collaborate with tech platforms to streamline. Partnerships create alignment to keep cargo moving smoothly.

Good storytelling shows your potential clients that your business doesn’t just move cargo, it moves with people. You have so many stories happening in your business every day, all you need to do is tell them.

At Meantime, we work with our clients in the logistics, supply chain, and aviation space to uncover these stories. Stories that create visibility, increase an engaged and invested audience, and builds your reputation. Then we find the right platform to share those stories.

So, whether it is Christmas Eve, or any other day, every shipment has its own story, waiting to be told. And that is the real magic of communication.