How Stories Happen

How to find powerful stories everywhere | Jay Baer, hall-of-fame speaker & NY Times bestselling business author

Jan 31, 2025

Jay Baer, a Hall of Fame keynote speaker and bestselling author, shares his insights on storytelling in business. He highlights how to spot impactful narratives everywhere and the importance of balancing speed and trust in customer interactions. Through storytelling techniques like the 'First, Last, Best' method, Jay emphasizes crafting relatable and authentic stories that resonate with audiences. He also discusses how personal experiences can shape effective communication in competitive markets, urging listeners to engage their creativity and collect stories daily.

48:57

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Episode guests

Jay Baer

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Quick takeaways

Effective storytelling emerges from everyday experiences, highlighting the importance of paying attention to details in daily life.

Speed is crucial for business success, but companies must balance operational efficiency with trust to meet consumer expectations.

Deep dives

The Craft of Storytelling

Storytelling is an essential skill that can improve personal and business communication. It is emphasized that anyone can tell a great story, regardless of their experiences; what matters is how they craft it from everyday experiences. Jay Baer illustrates this principle, highlighting how he gathers stories from various encounters and interactions rather than banking solely on grand events. This approach suggests that what makes a story effective is paying attention to the details of our lives and leveraging them in unique ways.

Intro

3min

Balancing Speed and Trust in Customer Interactions

3min

The Power of Storytelling in Business

20min

Nostalgic Beginnings: Family Fun and Future Careers

2min

The Art of Storytelling in Business

13min

The Power and Flexibility of Storytelling

5min

Enrollment is now open into my Public Speaking Accelerator. Register now for $400 off and secure a 1:1 coaching call with me too: jayacunzo.com/signaturetalk

ABOUT THIS EPISODE:

Inspiration is everywhere -- if you're paying attention.

Today we’re resharing a slightly modified version of an episode I used to help pilot How Stories Happen, back inside my old show called Unthinkable. (You’ll hear me reference the “miniseries,” which is what I used to craft this show and test various elements.)

In this episode, bestselling author and Hall of Fame keynote speaker Jay Baer brings one of his oldest, most proven stories to the show -- and we learn the two psychological concepts we can embrace to craft more memorable work.

Jay and I also discuss how to collect and develop stories regularly, anywhere you go, and hwo to design them so they arrive at the insight that most closely matches your current teachings, premise, and IP.

Jay’s latest book is The Time to Win: How to Exceed Your Customers’ Need for Speed. He's a globally touring keynote speaker, brand advisor to some of the world’s most legendary companies, and a marketing and customer experience thought leader. Jay is among the more process-driven storytellers in the world, and he takes us inside that approach in this episode in a refreshingly transparent way.

Connect with Jay Baer on his website, Instagram, and Linkedin

Grab a copy of any of his bestselling books.

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IMPROVE YOUR SPEAKING + STORYTELLING:

Subscribe to my newsletter and learn more about me at jayacunzo.com

Work with me one-on-one: jayacunzo.com/services

Book me to speak: jayacunzo.com/keynotes

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CONNECT:

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This episode was produced by Ilana Nevins

Cover art designed by Blake Ink

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ABOUT ME:

I help business leaders become stronger speakers and storytellers. The goal isn’t to get in front of your audience. The goal is to ensure they care. While others agonize over reach, your ability to resonate helps you compete on the influence of your ideas, not the volume of your marketing.

With my clients, I help clarify + differentiate their message, craft their thinking and expertise into a distinct premise and IP they own, and develop signature speeches, frameworks, and stories to influence, inspire, and drive results.

After making a name for myself as an early advocate for quality and storytelling in content marketing at brands like Google and HubSpot, I’ve partnered with orgs like Mailchimp, Salesforce, Wistia, and GoDaddy and consulted dozens of authors, entrepreneurs, execs, and creators on their storytelling, messaging, and public speaking.

I live in the Boston area with my family as a proud Yankees and Knicks fan (yes, I’m in enemy territory). In the 60 seconds per week I’m not creating stuff for work or making my kids laugh, I like to shoot hoops, sip nice bourbons, cook with my wife, and daydream about telling stories like my storytelling hero, Anthony Bourdain. Say hi on LinkedIn or contact me here.

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