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  • Why Your Story Isn’t What Your Audience Hears with Kendall Haven

    Why Your Story Isn’t What Your Audience Hears with Kendall Haven
    2026/08/28

    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.
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    36 分
  • Shaping Storytelling as a Strategic Business Function with Elliott Rayner

    Shaping Storytelling as a Strategic Business Function with Elliott Rayner
    2026/08/14

    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.
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    37 分
  • Why Simple Stories Win: Philipp Humm on Speaking for Impact

    Why Simple Stories Win: Philipp Humm on Speaking for Impact
    2026/07/31

    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.
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    34 分
  • Turning Stories Into Action: The Brain Chemistry Behind Influence With Paul Zak

    Turning Stories Into Action: The Brain Chemistry Behind Influence With Paul Zak
    2026/07/17

    Dr. Paul Zak, neuroscientist and founder of Immersion, joins the show to reveal how stories physically and emotionally move us and why crafting the right narrative can transform behaviour.

    In this episode, we go deep into the neuroscience of storytelling, what makes a story truly memorable, how to grab attention from the first seconds, and why emotion, not just information, is the real driver of behaviour change. From TED talks to boardrooms, we break down why your audience's brains are built for narrative and what happens at a chemical level when a story lands.

    Paul Zak reveals the research behind immersion, why stories beat statistics every time, and how even movie trailers are fine-tuned to trigger oxytocin and drive action. He shares his own "crying on a plane" moment, lessons from the Pentagon, and practical tips honed from testing thousands of stories in the wild.

    You'll leave with a neuroscientist's toolkit for influencing behaviour: how to open hot, create emotional resonance, and close with impact. Plus, the reason you should keep your stories under 20 minutes and what happens if you don't.

    GUEST BIO & LINKS

    Dr. Paul Zak is a pioneering neuroscientist, university professor, TED speaker, and founder of Immersion. Renowned for discovering oxytocin’s role in trust and human connection, Paul has spent three decades studying the science of behaviour in settings ranging from the Pentagon to Fortune 50 boardrooms. His research and real-time immersion technology have reshaped how organisations use storytelling to influence decision-making, engagement, and memory. Paul is the author of The Moral Molecule, Trust Factor, Immersion, and The Little Book Of Happiness.

    Connect with Paul Zak:

    Website: https://www.getimmersion.com/

    Personal Website: https://pauljzak.com/

    LinkedIn: https://www.linkedin.com/in/paul-j-zak-91123510/

    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.
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    40 分
  • Storytelling that Converts: Andy Raskin on Creating an Irresistible Strategic Narrative

    Storytelling that Converts: Andy Raskin on Creating an Irresistible Strategic Narrative
    2026/07/03
    Andy Raskin, strategic narrative expert and host of the Bigger Narrative Podcast, sits down with us to explore how shifting from bragging about features to championing a movement can align leadership, shift strategy, and help businesses thrive.In this episode, we dive into the power of strategic narrative, unpacking why today’s most influential leaders are shifting from boastful selling to championing movements that inspire change and rally teams. We break down why most sales decks fail, how the right narrative can unify complex organisations, and where even the best messaging unravels if the CEO’s not leading the charge.Andy Raskin joins to share hard-won lessons from shaping narratives with Gong, Salesforce, Dropbox and more, revealing why manifesto-style documents rarely stick, how to craft a deck that does, and exactly who needs to be in the room if you want everyone truly on board. Andy opens up about his own journey from failed pitches to narrative epiphanies, and walks through his evolved five-part structure for creating a winning strategic narrative.You’ll leave with actionable ways to build story-driven culture, an exercise for surfacing your buyer’s true mission, and the one customer question that just might transform your pitch tomorrow.GUEST BIO & LINKSAndy Raskin is a strategic narrative adviser who’s helped leadership teams at Gong, Dropbox, Salesforce, Uber, Square, and IBM unite around a single story. Credited with popularising the term “strategic narrative” in the startup world, his Medium post “The Greatest Sales Deck I’ve Ever Seen” is now required reading in VC-backed companies, with over 3 million views. Andy’s expertise spans sales, marketing, fundraising, and recruiting narratives. He hosts the Bigger Narrative Podcast, where he interviews CEOs about storytelling’s role across organisations.Connect with Andy Raskin:Website: https://andyraskin.com/LinkedIn: https://www.linkedin.com/in/andyraskin/The Greatest Sales Deck I've Ever Seen — Andy Raskin, Medium (2016) — the original viral postThe Making of a Great Strategic Narrative — Andy Raskin, MediumSelling Your New Sales Deck to Sales — Andy Raskin, MediumThe Bigger Narrative podcast — andyraskin.com/podcastZuora's "Best Sales Deck Ever" — zuora.com/resource/best-sales-deck-ever/Lenny's Newsletter episode with Andy — The power of strategic narrativeABOUT THE SHOWChief 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 ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
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    34 分
  • Why Your Company Story Needs More Conflict and Vulnerability with Rob Biesenbach

    Why Your Company Story Needs More Conflict and Vulnerability with Rob Biesenbach
    2026/06/19
    Rob Biesenbach, corporate communications veteran and Second City-trained actor, joins the show to share how trust and emotional resonance are the real engines of powerful storytelling, even in the boardroom.In this episode, we delve into why trust and reassurance consistently trump raw information, and how getting real about conflict and emotion makes your message land. Rob D. Willis and Rob Biesenbach dissect the pitfalls of overly polished corporate case studies, the hidden power of vulnerability, and the value of admitting what went wrong in business stories.Rob Biesenbach reveals his five-step method for crafting stories that stick, drawing on decades in corporate communications and the lessons learnt on stage as a Second City-trained actor. He unpacks how internal storytelling transformed a struggling truck manufacturer, the art of mapping audience wants, and the unexpected parallels between executive speeches and improv performance.You’ll discover how to ladder up audience insights, spot the clutter in your own narrative, and ask the one question that surfaces the “why” behind every story. By the end, you’ll know precisely how to rally teams, rebuild trust, and make your stories unforgettable.GUEST BIO & LINKSRob Biesenbach is a corporate communications consultant, keynote speaker, author, and Second City-trained actor. With decades spent inside the PR world and nearly 200 stage and commercial performances to his credit, he helps leaders craft stories that win trust, rally teams, and make big messages genuinely land. Rob is the author of Unleash the Power of Storytelling and works with executives and organisations to cut through clutter, reveal relatable character, and turn even tough moments into memorable, strategic narratives.Connect with Rob Biesenbach:Website: https://robbiesenbach.com/LinkedIn: https://www.linkedin.com/in/robbiesenbach/Unleash the Power of Storytelling — Rob Biesenbach11 Deadly Presentation Sins — Rob BiesenbachAct Like You Mean Business — Rob Biesenbach10 Steps to Better Business Storytelling — Rob Biesenbachrobbiesenbach.com/insights — his blog and articlesFree Storytelling ToolkitTELL YOUR STORY, CHANGE YOUR WORLDReady to get started right away on becoming a more effective storyteller so you can enjoy more success in your career, your business and your life?Sign up now to get your free storytelling toolkit. It includes the book chapter, “How to Tell Your Own Story,” a set of worksheets to walk you through the process, and real-life examples that bring the structures to life.Download it here: https://robbiesenbach.com/storytelling-toolkit/ABOUT THE SHOWChief 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 ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
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    40 分
  • From Brand Clarity to Team Buy-In: Park Howell on Narrative Leadership

    From Brand Clarity to Team Buy-In: Park Howell on Narrative Leadership
    2026/06/05
    Park Howell, EMMY Award-winning storyteller and host of the Business of Story podcast, joins the show to share why simplifying your message isn’t just good storytelling, it’s good leadership.In this episode, we explore the ABT (“And, But, Therefore”) framework and why the most compelling brand stories never start with you. Rob and Park delve into how the right narrative can shift team alignment, boost engagement, and transform even the most complex strategies into messages that stick.Park shares the origins of the ABT method, real-world results from rebranding a Canadian car dealership, and how enterprise leaders can turn a wandering vision statement into a rallying cry that inspires action. He reveals why it’s not about what you make, but what you make happen in your audience’s world.You'll walk away with practical ways to reframe your website, roll out storytelling rituals across your team, and test your own brand’s narrative, all before your next meeting. Plus, hear how AI-powered tools can give your story an instant edge that your competitors will envy.KEY TOPICSThe ABT framework: how "and, but, therefore" forms the DNA of compelling storytelling [01:52]Turning complex leadership visions into clear, emotionally resonant messages with narrative structure [07:17]Building a story-driven culture where teams create and share ABTs for alignment and buy-in [21:08]The Pret Auto Partez case: using a focused ABT to drive brand growth and team engagement [24:15]StoryCycle Genie: an AI tool for instantly grading and sharpening your brand story [32:06]GUEST BIO & LINKSPark Howell is an EMMY Award-winning storyteller, brand strategy consultant, podcast host, and creator of the Storey Cycle System. With 40 years’ experience building brands including giants like Dell, Hilton and the United States Air Force, he now helps leaders sharpen their narratives and rally teams behind a common vision. Park hosts the Business of Story podcast (top 10% globally) and recently launched StoryCycle Genie, an AI-powered tool for brand storytelling.Connect with Park Howell:Website: https://businessofstory.com/storycycle-genie/LinkedIn: https://www.linkedin.com/in/parkhowell/Instagram: https://www.instagram.com/businessofstory/Podcast: https://businessofstory.com/podcast/ABOUT THE SHOWChief 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 ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
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    40 分
  • How Great Leaders Inspire with Stories, Not Slides, Featuring Paul Smith

    How Great Leaders Inspire with Stories, Not Slides, Featuring Paul Smith
    2026/05/22
    Paul Smith, bestselling author and business storytelling consultant, joins the show to share how surprise turns stories into unforgettable leadership tools and why the best business lessons don’t always fit on a slide.In this episode, we unpack why adrenaline-fuelled surprises make stories unforgettable, how dialogue trumps data in executive communications, and the simple shift from presenting slides to sharing moments that matter. We explore why even data-driven leaders can use storytelling to move teams, clarify strategy, and tackle scepticism head-on.Paul Smith reveals how a CEO's refusal to look at slides sparked his storytelling journey at Procter & Gamble, what over 300 CEO interviews taught him about memorable stories, and why structure matters less than authenticity. He shares the ten essential stories every leader should master, his effortless story collection method, and the science behind why surprise makes learning stick.Listeners will leave with tools to curate and organise their own stories, strategies to shift culture from “presenting” to “connecting”, and practical advice for nurturing a story-driven team. Plus, the one journaling habit that turns everyday events into your organisation’s most valuable assets.GUEST BIO & LINKSPaul Smith is a bestselling author, business storytelling consultant, and former head of consumer research for Procter & Gamble’s $6 billion global business. After 20 years in data-driven corporate roles, Paul shifted his focus to understanding what separates inspiring leaders from the rest and discovered storytelling as the missing skill. He has personally interviewed over 300 CEOs and executives across 25 countries, capturing more than 3,000 business stories and distilling them into three Amazon #1 bestsellers, including Lead with a Story and The 10 Stories Great Leaders Tell. Paul now helps leaders worldwide build trust, drive change, and clarify strategy through practical storytelling.Connect with Paul Smith:Website: https://leadwithastory.com/LinkedIn: https://www.linkedin.com/in/smithpa9/Instagram: https://www.instagram.com/leadwithastory/YouTube: https://www.youtube.com/user/leadwithastoryABOUT THE SHOWChief 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 ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
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    37 分