The Mad Libs problem in success-story templates

In this episode, Jack Cochran is joined by Jon Billett, Founder and CEO of StoryQuadrant, to discuss why storytelling in presales needs to be treated as an industrial skill rather than a soft skill. They explore Jon's framework for the four types of stories every SE should master, the danger of "Mad Libs" style customer stories, and why the most important story is the one told after you leave the room. Jon shares insights from his 15 years in presales and his unique background as a member of the Magic Circle, revealing how structure, rather than content, creates memorable presentations that drive deals forward.

• Connect with Jack Cochran: https://www.linkedin.com/in/jackcochran/

• Connect with Jon Billett: https://www.linkedin.com/in/jbillett/

• Join Presales Collective Slack: https://www.presalescollective.com/slack

• StoryQuadrant: https://storyquadrant.com/

1. Why Storytelling is an Industrial Skill, Not a Soft Skill

2. The Story Quadrant Framework: Four Essential Story Types

3. The Mad Libs Problem in Presales

4. Discovery as Stepping Into Your Prospect's Story

5. The Power of Contrast in Creating Memory

6. What Makes Stories Retellable

00:00 Welcome

03:16 Jon's Journey to Storytelling

06:31 Storytelling as an Industrial Skill

09:23 Overcoming the Belief: "I'm Not a Good Storyteller"

12:24 The Success Story Trap

15:59 The Mad Libs Formula Problem

18:13 Discovery Stories: Stepping Into Their World

21:20 Maximizing Your 5% of Face Time

23:10 Your Story: The Four-Minute Trust Window

26:51 Positioning Stories: Nobody Cares About Your Offices

27:40 The Story They Tell

30:30 One Technique to Implement Tomorrow: The Power of Contrast