The Storytelling Lab

Join Krystal Phillips, Communications and Community Relations Manager at Jones-Onslow Electric Membership Corporation, as she reveals how a rural utility company transformed into a storytelling powerhouse. Krystal discusses the importance of building relationships beyond just service, highlighting innovative internal programs that cultivate storytellers. She emphasizes the value of authenticity over production quality and shares how storytelling metrics extend beyond sales, including member engagement and trust, especially during crises like Hurricane Florence.

Salvatore Manzi, a communication strategist and author of *Clear and Compelling*, shares insights on the power of storytelling in organizations. He emphasizes the importance of a shared narrative to eliminate confusion among team members. Salvatore discusses how blending personal stories with brand narratives fosters authenticity and builds trust. He also highlights the use of metaphors to make complex data relatable and memorable. Additionally, he advocates for leaders to embrace vulnerability, enhancing emotional connections and trust within their teams.

In this engaging conversation, David Ebner, founder of Content Workshop and seasoned content strategist, shares insights on effective brand storytelling. He emphasizes the importance of message maps and strategic storytelling systems. David explains how to pivot from just producing content to building trust and emotional connections with audiences. He also discusses high-value content creation, the significance of long-form cornerstone content, and using AI to enhance ideation, making a compelling case for storytelling as a strategic imperative.

Aaron Calafato, a narrative strategist and creator of Seven Minute Stories, is the guest. He shares how personal storytelling can build trust, emphasizing authenticity over self-indulgence. Aaron explains his unique seven-minute story format and the significance of connecting with audiences through genuine narratives. The discussion highlights the balance between art and business, and he encourages avoiding the 'be cool' trap in storytelling. With humor and heart, Aaron reveals how personal tales can unlock professional growth and lasting brand equity.

Dive into the concept of a Narrative Operating System, where story misalignment could be your business's biggest hurdle. Discover how cohesive narratives strengthen trust and creativity across departments. Learn the key difference between story and narrative, and why it matters for brand loyalty. Rain shares insights on how vision and mission guide actions, while marketing serves as an invitation into your story world. Embrace the Chief Storytelling Officer's role to maintain narrative consistency and prepare your brand for a future where unique stories are vital.

In a lively conversation, Patrick Hicks, creator of the viral TikTok @patrickhicksmusic and host of The Guest List, shares his journey through music storytelling. He discusses how a 30-day creative challenge reignited his passion, leading to a thriving audience. Patrick emphasizes the emotional power of music and how curiosity drives his storytelling. He highlights the importance of authenticity over polish, advocating for uplifting narratives. The conversation also touches on balancing content creation with family and the joy of unexpectedly connecting over shared musical tastes.

In this enlightening conversation, Wil Weldon, a video journalist and former massage therapist, reveals his Heart-Forward Storytelling approach. He emphasizes the importance of deep listening over traditional interviewing techniques. Topics include the energy dynamics between interviewer and subject, preserving family legacies, and applying Reiki principles to enhance communication. Wil also discusses the significance of intentional, heart-centered conversations in storytelling, transforming the act into a collaborative, healing experience.

In this engaging discussion, documentary filmmaker Elizabeth Lo dives into the intricacies of her film Mistress Dispeller, which explores the unconventional role of a mistress dispeller in China. She shares her approach to ethical storytelling, emphasizing the importance of empathy and trust in her work. Elizabeth reveals her unique methods for capturing emotional tension through stillness, and how she navigates the often murky waters of documentary filmmaking. Listeners will gain insights into balancing authenticity with narrative clarity while respecting her subjects' complex realities.

Explore the intriguing distinction between brand stories and brand narratives. Discover how a unified narrative thread can connect all aspects of your business, from marketing to vision. Learn the vital role of the Chief Storytelling Officer in curating and protecting your brand's narrative. Rain Bennett illustrates his points with captivating metaphors, like Hamilton and the Bible, emphasizing that while stories grab attention, coherent narratives build trust and lasting movements. Uncover how to align your storytelling for long-term brand impact.

Jimi Gibson, a marketing strategist and professional magician, shares insights on weaving storytelling and magic. He emphasizes the importance of authenticity in branding, showing how personal quirks can set you apart. Jimi connects neuroscience to marketing, explaining how elements like curiosity and timing can enhance engagement. He even performs a live magic trick to illustrate his points, revealing how the structure of storytelling mirrors that of magic. This blend of performance and strategy offers fresh perspectives for marketers and creators alike.