The Fredericton Chamber of Commerce’s Business Excellence Awards honour local businesses. Fredericton is a close-knit community with a diverse array of businesses, including long-standing establishments that carry rich stories and innovative startups that are shaping the future. 

During my internship with The Ginger Agency this year, I had the opportunity to work closely with Agency Producer, Michael Bourgeois, to create this year’s nomination videos that played at the event on October 10, 2024 at Delta Hotels Marriott Fredericton.  

To produce these videos, Mike conducted extensive interviews with the business owners in Ginger’s Studio 2. I got to watch their stories and learn about their beginnings, challenges, and vulnerabilities as businesspeople, CEOs and entrepreneurs. 

We picked the best quotes and shots from the long-form interviews, to weave together heartfelt representations of each of the nominee’s story.  

In attending the event I saw their impact firsthand: eyes glued to the screen, nods of approval at business ideas, and sparks of curiosity. The audience learned about many businesses in Fredericton. That experience made me realize that storytelling is vital to business. 

Storytelling, an art that dates back 30,000 years, is central to a business’s identity. Throughout history, all cultures have shared stories—about animals, humans, and the world around them. Storytelling has evolved, and its evolution has only made it more important. The art of interviewing and visual storytelling is now on our phones, reels, TikToks, and Twitter haikus. Storytelling is now a daily art form, and businesses should embrace it. 

Mike interviewed Fredericton’s business owners, blending journalism and visual storytelling. For instance, we learned about Scott’s Nursery’s amazing 95-year-old history. We heard anecdotes of people getting married at the Crowne Plaza Lord Beaverbrook Hotel and how it’s been a part of the lives of many Fredericton residents. Through the Ferguson Foundation, we learned about the shocking statistics on domestic violence and the important work they do in this area. 

We live in an era where perfection and larger-than-life lifestyles are distorting narratives. What is lacking—and essential—is authenticity. We celebrate CEOs for closing million-dollar deals, but we miss their struggles. Their insecurities make them human, giving their brands a voice and a human touch. 

At BEA 2024, several business leaders opened up about the real struggles behind their success. They spoke of the uncertainty that comes with starting something new, the weight of the pandemic’s long-lasting effects, and the sting of facing rejection over and over again. These weren’t scripted, glorified moments but rather genuine experiences of these leaders. That authenticity is what makes a story powerful. It turns businesses into something people can relate to and connect with. 

We must document, share, and hear these experiences. Brands can benefit from sharing their stories, highlighting their uniqueness, and connecting with Fredericton and Canada’s broader business community. 

As a University of New Brunswick Master of Business Administration (MBA) student, I’ve spent the past year learning about customer segments, value propositions, and personas. I’ve read case studies emphasizing the importance of businesses targeting the right audience to grow. There are many ways to do it, but one is to blend storytelling into their culture, mission, and values. 

Share real stories with employees and customers. Let marketing strategies carry a touch of truth—enough to move people and make them pause and reflect. Stay authentic, and business will flourish. 

Editor’s Note: Surabhi Nijhawan is a former journalist and a current MBA student at UNB, interning as a Marketing Coordinator at The Ginger Agency.