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A company can become good at what it does and still leave outsiders unsure why its work matters. In a September 25, 2026 TechBullion interview, Sheldon du Toit argues that a clear public story can help people understand a business’s work, expertise, and people—but it cannot make up for a weak business.
Why a business’s story matters
A business story gives context to what the company has built. A product or service may solve a real problem, but prospective customers can miss its significance if the company does not explain how it works, what it knows, or what distinguishes its approach.
Du Toit puts the point this way: “A strong story gives context to everything else the business has built.” The story is not a substitute for the work; it helps outsiders interpret it.
What belongs in the story
The most useful material may already be part of the business’s history and day-to-day work. A founder’s route into an industry, a different way of solving a problem, hard-won expertise, or a consequential leadership decision can help explain the company’s character and approach.
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To find that material, a founder can ask:
- What has the business actually built or changed?
- What does the team know how to do particularly well?
- Which decisions or turning points explain how the company works?
- What should a prospective customer understand about its product, expertise, or values?
These questions are a practical way to apply the interview’s advice, not a tested formula for business growth.
Make public touchpoints tell a coherent story
The interview points to media coverage, Google results, LinkedIn, Instagram, Threads, and other social platforms as places where people may encounter a company. The goal is not to be present on every platform. It is for the relevant touchpoints to support a consistent understanding of what the business does and stands for.
Visibility alone is not the objective. As the interview frames it, a company should become known for something. A feature, profile, or social post is useful only insofar as it helps the right people understand the business more clearly.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesStorytelling cannot replace business substance
Du Toit states the boundary plainly: “A compelling story cannot rescue a weak business.” Publicity may make a company easier to discover, but it does not establish that its product works, its expertise is real, or its claims are sound. The story should reveal genuine strengths rather than cover for their absence.
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That distinction also matters when judging claims about PR. The TechBullion interview offers du Toit’s perspective, but it cites no study or independent statistic measuring whether storytelling or media coverage improves business outcomes. Treat the article as an argument about communication, not proof of a guaranteed result.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the interview says about du Toit
TechBullion describes du Toit as working with founders and companies through CredibilityX, which it calls a Dubai-based global PR and media company. It says his work touches founder PR, personal branding, global media strategy, and reputation.
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- Author: Bungay Stanier, Michael.
- Publisher: Page Two
- Pages: 244
- Publication Date: 2016-02-29
- Edition: 1
The profile traces his perspective through several kinds of work: starting work while still at school, entering entrepreneurship in his late teens, building and leading a direct sales operation alongside Sashin Govender, whom the article identifies as CredibilityX’s founder, and spending several years at BMW with individual and corporate customers. It also says he has spent close to a decade investing and trading while building a trading academy and community, experiences the interview associates with discipline, structure, and consistency.
These are biographical claims reported in the interview, not independently verified employment or investment records. The source names du Toit but does not give a more specific formal role alongside the quotations. In his words, people should be able to research a founder or company and understand “what they have built, what they stand for and why their story is different.”
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Read the TechBullion interview.
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