advice on how to build meaningful brands

February 18, 2021

88 | Becoming the story: Storytelling for businesses

Why you’ve got to listen to this episode:

We think we’re rational beings and we often believe that we can persuade or create the action we want by creating awareness of an issue or presenting facts and rational arguments.

But when was the last time you were able to persuade someone with logic, rational arguments, and data alone?

If you’ve ever tried to convince your kid to eat broccoli or put away their phones, or your boss to give you a raise, you know logic, data or rational arguments alone don’t cut it.  If it did, we would all eat healthy, have an active lifestyle, wouldn’t be glued to our screens, and would be doing many other things that we all know are good for us.

So, if data, rational arguments, and stories don’t work, what does?

Key areas discussed in this episode:

  • Why stories are the most powerful method to use to attract, engage and cause the actions we’re looking for.
  • What makes a good story?
  • Tips to keep in mind when shaping your stories.
  • Where and how to share stories.

Related episodes:

Episode 63 – Who is your audience?

Links to stories shared in the episode:

Storytelling Workshop
We’re currently providing a Storytelling Workshop in association with the Calgary Foundation, free for Calgary Charities.

To find out more and to register for the workshop click here.

Upcoming workshops
If you’re a business and are interested in participating in a future Storytelling Workshop, send us a note here and we’ll notify you when we have an upcoming workshop.

Randy Pausch
In this episode, I shared the “$100,000 salt and pepper shaker” story from Randy Pausch’s wonderful book “The Last Lecture”.

You can find out more about Randy and his book in the links below:

Paul Zak
In the episode, I share some of the conclusion’s that neuroscience professor Paul Zak arrived at in his more than two decades studying human connection, happiness, and teamwork.

You can find out more about Professor Paul Zak in the link below:

In the episode, I share the example of Spanx and how they share stories about their founder, Sara Blakely, their origins and who they are, and what their purpose and values are. Spanx is a great example of how to use storytelling in many different ways and platforms.

You can find out more and see some examples below:

Sara Blakely Instagram post where she shows the original headquarters of Spanx (aka her apartment)


Sara Blakely Instagram post sharing another real life and embarrassing fact that most of us can all relate to.


Sara Blakely Instagram post showing another relatable life moment, particularly for parents.


Phil & Sebastian

Phil & Sebastian is a local coffee shop and roasters right here from Calgary, Alberta. They are a great example of how to tell your origin story in a genuine and engaging way.

They also have great examples of how to weave their story by telling stories about suppliers, team members, and by going behind the scenes and showing how they do their work and some initiatives they have on the go.

You can find out more about Phil & Sebastian in the link and photos below:

Phil & Sebastian Instagram post introducing one of their team members.


Phil & Sebastian Instagram post introducing one of their coffee bean producers.


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