Kendall Haven, narrative influence architect and author of StoryProof and StorySmart, joins the show to uncover why it’s not the story you tell that matters, it’s the one your audience creates for themselves.

In this episode, we dive into the science behind why the only story that matters is the one your audience builds in their own mind, and how the best communicators shift from speaker-centric to audience-centric storytelling. We break down the moments when words alone fail, and how unexpected interpretations can trigger reactions you never intended, whether you’re announcing a new strategy, persuading for change, or simply trying to get a process adopted.

Kendall Haven reveals the eight levers you can pull to ensure your story lands focusing on character, motive, conflict, risk, and more, backed by decades of research with everyone from NASA to the World Bank. He shares his practical process for identifying your true target audience, unpicking their real blockers, and engineering stories that move them to action (or intentional inaction).

You'll discover why emotion is the driver of influence, how to road-test your message with the "green VW" experiment, and a repeatable toolkit for ensuring your stories are remembered, not just heard.

GUEST BIO & LINKS

Kendall Haven is a narrative influence architect, author, and distinguished visiting scholar at Stanford. For two decades, he’s led the research effort for the National Storytelling Association and the International Storytelling Center, and his books, StoryProof and StorySmart, gather evidence from 16 fields of science to prove that the human brain is physically wired for story. Trusted by organisations like NASA, the World Bank, Boeing, and Aramco, Kendall Haven designs stories that shape minds, shift behaviour, and make strategy stick.

Connect with Guest’s Name:

Website: https://www.kendallhaven.com/

LinkedIn: https://www.linkedin.com/in/kendall-haven-7390b73/

ABOUT THE SHOW

Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.

Real stories. Real impact. Every two weeks.

CONNECT WITH ROB

Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"

→ subscribepage.io/robdwillis

Connect with Rob:

Website: robdwillis.com

LinkedIn: linkedin.com/in/robdwillis

Instagram: @robdwillis

TikTok: @robdwillis

Subscribe to Chief Story Officer wherever you listen to podcasts.

Elliott Rayner, Fractional Head of Storytelling and creator of The Story Cohort, joins the podcast to explain why a truly strategic narrative is less about individual creativity and more about aligning every voice in the company around a core message.

In this episode, we dig into why storytelling is moving from a personal skill to a vital company function, what “head of storytelling” roles actually mean in today’s market, and how alignment rather than creativity can be the difference between a brand that cuts through and one that fades away.

Elliott Rayner shares the patterns emerging from new storytelling job descriptions, a step-by-step process for creating narrative alignment across teams, and a real-world example of transforming a tech product’s chaos of messages into a single narrative everyone could own. He also unpacks how AI can help expose gaps in a company’s story, but only if you know where to shine the torch.

You’ll leave with three deceptively simple questions to test your company’s narrative alignment, a concrete method for measuring where your team stands, and the practical next steps to get every colleague telling the same compelling story.

GUEST BIO & LINKS

Elliott Rayner is a Fractional Head of Storytelling, product marketing strategist, author, and creator of The Story Cohort. With over a decade leading product narratives for global brands like Adidas, ASICS, Babbel and ARION, he now helps teams translate complex technology into stories anyone can tell (and everyone remembers). His book "The Story Engine" and "The State of Storytelling 2026" detail the rise of storytelling as an official business function, and his frameworks have guided Olympic campaigns and tech launches alike. Elliott Rayner leads workshops and a live cohort programme designed to help leaders, marketers, and founders turn scattered ideas into a single, company-defining narrative.

Connect with Guest’s Name:

Website: https://www.productnarratives.com/

LinkedIn: https://www.linkedin.com/in/elliottrayner/

ABOUT THE SHOW

Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.

Real stories. Real impact. Every two weeks.

CONNECT WITH ROB

Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"

→ subscribepage.io/robdwillis

Connect with Rob:

Website: robdwillis.com

LinkedIn: linkedin.com/in/robdwillis

Instagram: @robdwillis

TikTok: @robdwillis

Subscribe to Chief Story Officer wherever you listen to podcasts.

Philipp Humm, founder of StoryLab and bestselling author, joins the show to break down the art and science of connecting with an audience, whether you’re in the boardroom or on the open mic stage.

In this episode, we break down what makes charismatic storytellers so compelling and why even the stories that “lead nowhere” can hook any audience. Rob and Philipp Humm dissect iconic moments from Matt Damon and Barack Obama, uncovering the hidden techniques behind anticipation, visual language, and tension.

Philipp Humm reveals his daily “homework for life” journaling practice, the art of storytelling compression, and his go-to framework Place, Action, Speech, Thoughts for bringing stories to life in meetings, pitches, or on stage. He lifts the curtain on his personal story bank, detailing how to mine everyday moments and improvise unforgettable narratives.

You’ll walk away with a blueprint for building your own library of stories, practical tips for adding scene and emotion, and a method for transforming mundane experiences into business gold. Connection, not perfection, is the currency and you’ll have the tools to spend it.

GUEST BIO & LINKS

Philipp Humm is a storytelling and communication expert, author, and founder of StoryLab. Drawing on his experience at Columbia Business School, Uber, and Bain, as well as his time performing on Amsterdam’s open mic circuit, Philipp helps leaders translate complex ideas into simple, powerful stories. His bestselling books, Storytelling for Business, The StorySelling Method, and Public Speaking With Confidence have made him a trusted voice for millions on YouTube, LinkedIn, and Instagram. Philipp’s mission: make storytelling practical and accessible for every professional who wants their message to stick.

Connect with Philipp Humm:

Website: https://storylab.co/

LinkedIn: https://www.linkedin.com/in/philipphumm/

ABOUT THE SHOW

Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.

Real stories. Real impact. Every two weeks.

CONNECT WITH ROB

Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"

→ subscribepage.io/robdwillis

Connect with Rob:

Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis

Subscribe to Chief Story Officer wherever you listen to podcasts.