Why Your B2B Stories Need Rounded Edges

You know how rounded buttons just feel friendlier than sharp-cornered ones? How certain websites feel instantly trustworthy while others make you want to click away?

(Dive much deeper on rounded v. sharp design here: Journal of Consumer Research)

The same principle applies to B2B brand narratives. Stories have sharp edges are more likely to make buyers pull back. Stories that have rounded edges are more likely to make them lean in.

…and most of us are telling stories with way too many sharp edges.

Stories Have Edges Too

Think about the last sales deck you saw. Was it packed with "cutting-edge solutions" and "best-in-class platforms" and enough acronyms to fill a dictionary? Every one of those phrases is a sharp edge. They poke. They prod. They create distance.

It’s quite ironic. B2B loves to talk about "cutting-edge" when people instinctively prefer rounded edges.

Now, think about the time someone told you a story about Sarah who used to spend her Sundays catching up on work but doesn't anymore. Something different happened, right? You relaxed. You pictured Sarah, maybe you saw a bit of yourself in her story. No poking. No prodding. Just curiosity about what changed for Sarah.

That's the difference between sharp and rounded narratives. One makes your brain work. The other makes your brain care.

Sharp vs. Rounded: A Tale of Two Pitches

Here's what sharp looks like: "Our AI-powered solution delivers operational excellence through advanced automation capabilities."

Did you feel that? That's your brain working overtime to decode what this actually means for you. It's all edges and they are abstract, aggressive, and alienating.

Now here's rounded: "Remember when your team had to manually process every invoice? That's gone now."

You had a different feeling, right? It's a question, not an assault. It’s an invitation to see yourself in the story.

That’s the power of smooth edges. They draw you in rather than sharp ones, that push you away.

Why This Matters More Than Ever

You're not selling to spreadsheets. You're selling to humans who happen to use spreadsheets. And humans, whether they're CFOs or interns, are drawn to what feels safe, approachable, and familiar.

When you round your narrative edges, something measurable happens.

• People actually finish reading

• They move through your sales process faster

• They share your story with colleagues because stories travel while specifications are archived in your inbox

The companies winning complex B2B sales aren't the ones with the sharpest edges. They're the ones who figured out that "cutting-edge" is exactly the wrong metaphor when you want someone to come closer.

The Rounded Revolution

So how do you know if your narratives have too many sharp edges?

Here's a simple test: Would your customer say it that way? If not, you've found a sharp edge.

"We're leveraging synergies" is sharp. "We're working better together" is rounded.

"Best-in-class solution" is sharp. "The thing that actually works" is rounded.

"Digital transformation initiative" is sharp. "Finally fixing that annoying manual process" is rounded.

The beautiful thing about rounded narratives is they're actually easier to create.

You don't need a thesaurus or an MBA. You need to listen to how your happiest customers describe what you did for them.

They never say "operational excellence." They say "I get home on time now."

The Question That Changes Everything

Every piece of content you create, every deck you design, every email you send has edges. The question isn't whether you're telling your story. The question is whether you're telling it in a way that invites people in or keeps them at arm's length.

The reality is sharp narratives feel like work. They require decoding, translating, and processing … and no one has time for more work.

They exhaust buyers before you even get to the value.

Rounded narratives feel like conversation. They flow naturally from problem to solution to transformation. They create connection instead of distance.

So, What?

Take a look at your latest sales narrative. Count the sharp edges. Get a notepad and put a tally down for each piece of jargon, each abstractions, each aggressive claims. Then ask yourself: Would Sarah tell it this way?

In the end, nobody wants to grab onto something with sharp edges. Not buttons, not brands, and definitely not B2B solutions.

Companies that understand this aren't trying to be cutting-edge anymore.

They're too busy closing deals with their well defined rounded stories.