TBPN Do Companies Need Storytellers, Ford’s EV Flop, Kushner Paramount Pullout | Diet TBPN
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Dec 17, 2025 The conversation kicks off with the rise of 'storytellers' in corporate America, highlighting how companies are integrating narrative roles. The hosts delve into the historical roots of storytelling in business and discuss the allure of charismatic founder-creators. There’s a debate about the merits of impactful campaigns versus constant content. They also explore early holiday advertising trends and unpack Ford's staggering EV losses. Additionally, they touch on OpenAI's latest developments and Jared Kushner's exit from a significant financing deal.
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Story Is The Scarce Primitive
- In an age of infinite output, story is the scarce primitive that creates coherence and legitimacy.
- Whoever can compress chaos into a memorable narrative effectively runs the system.
Early Corporate Storytellers
- Jordy recalls Steve Clayton holding the title "chief storyteller" at Microsoft from 2010 to 2021 as an early example.
- John cites Guy Kawasaki at Apple as an early Silicon Valley storyteller and evangelist.
Founders Produce Disproportionate Narrative Value
- Elite storytellers—often founders—create outsized value by drawing talent, capital, and customers with words alone.
- Most companies cannot hire those founders, so they must find other pathways to narrative advantage.