Hello and welcome to storytelling for business,

the podcast that helps you build bigger, better, brilliant

relationships with your customers by telling stories

they want to hear. I'm investigating the power of

storytelling to help you connect with your clients, build better

business relationships and lasso leads. I can't believe we've

almost reached the end of season three, and that means it's time

for a toolkit. What's a toolkit? Well, in this episode, I'm

pulling together the themes that emerged across all the

conversations this season, and summarising all the lessons we

learned into a handy toolkit so you can put them into action,

into your business, marketing, you're welcome. This season, my

guests talked about creating understanding and empathy

through storytelling, the courage it takes to share your

own story honestly and vulnerably, how to notice when

you're stuck in a story you didn't choose, empowering your

audience by inviting them to co create stories with you,

recognising the motivation behind your story and the legacy

it will leave. It's a lot to cover. But don't panic, because,

as usual, I've got an acronym to help us remember everything, and

this season, I'm keeping it super simple, S, T, O, R, Y,

story, funny that so let's go. S is for self awareness. Are you

comfortable with the real you have you grown into your

identity? I've got three great examples where my guests

answered this question. Let's start with Louise Callan in

Episode 23 talking about how her mum's Alzheimer's has reframed

her identity. I didn't

get my grades a level. I messed it up, and I

went to do a computing degree. As I have progressed through my

career, actually caring about people, solving problems,

teamwork and actually trying to make a difference. It landed

every day for me in my corporate world, what has become and

what's emerged through my mum's experience and my own experience

of being a carer, I've just changed those dynamics a bit

actually, what really matters to me is how my 30 years of

experience doing what I do can actually make a difference to

people I am so passionate about, carers and people that do this

as a job, they are the most under celebrated group of

people, as far as I'm concerned. So if you are listening to this

and you're a carer, thank you so much for what you do. You do an

incredible job that is at times, very stressful, very hard work,

and I can promise you that six years ago, I had no idea just

how important your role was, and now I do. So thank you.

In episode 26 jardin izzoli talked about how

great it feels to express her personality in her 1980s vibe,

but how she was initially worried, what would people

think I only feel like my real self when I'm

dressed 80s. So if someone yet, people can't hear me. I have a

perm, I've got big loop earrings, I've got a pussy ball

blouse. I'm wearing a houndstooth pencil skirt, and I

have shoulder shoulder pads in some of my outfits and so on. I

got, you know, full on it is makeup and everything, and it

just makes me feel like I'm expressing myself. And it took

me a while to be honest, like I think people, people who already

know me and have been following me on LinkedIn might be

surprised, because I'm usually quite you know, I show up in

videos and photos and everything, but it took me a

while to feel comfortable with really bringing that,

incorporating that into my business brand, I used to, I

used to show up with more. I used to tone it down. Because I

thought, you know, people are not gonna think I'm

professional. People are gonna think my my strategies are

outdated because I look like I'm from the 80s. I was like, You

know what? I feel like myself when I'm and I think it's, I

think it shows more because, because I feel confident, I feel

happier. And a lot of people, when I show up on video calls

the time, like, Mama, you're glowing today. And I think that

only happens when I'm dressed 80s. So I'm not gonna, I'm not

gonna tone that down anymore.

Another guest who prefers not to tone it down is

Lisa Ward from H 2o energy. She kicked off episode 25 laying it

all out on the table.

My mother taught me how to turn a nickel into a

quarter and make spaghetti last till Thursday. You know, life's

experiences is what qualifies us, and sometimes we think that

if we don't have the best degree or the biggest job, that we

can't do the most important things. And it's usually common

sense or having conversations, and that's kind of one of the

things about my story, is that I'm not afraid to be an

icebreaker. If you want to talk about it and you want to sit

down and have that hard conversation, I'll have at it. I

might not say the words as pretty as you, I might not be

able to talk as fancy as the next guy, but I'll talk that

truth. It's as flawed as it comes and as flawed as I am, if

you'll have that conversation with me, how we can make this a

better place for the next guy. I'm all in.

Jada Louise and Lisa all showed up as fully

themselves. They shared their stories of who they are,

unapologetically, vulnerably and really honestly. And that's so

important if we want clients and potential clients to trust us,

they need to see the real person, the true story behind

the business. In episode 24 creative director Andy

greenhouse said the best way to achieve this is by using video,

even if it's just you filming it yourself.

So if you're a small solopreneur, business

owner, or you're a CEO, you want to people, or you're a coach,

you want people to get to know you potentially. And video is

like the easiest way to get to know somebody before you've met

them, and you will. And if you both do it, you will, there'll

be something when you finally meet. There won't be this weird

awkwardness. It could because you already know each other,

even if you haven't, kind of had a call together, because you

kind of, if you do it enough, you know, people do get to know

you. So that was, that was really part of the point of it

as well, or it became the point of it. You know, it's much more

about well, if you haven't tried it, it is really great way for

people to understand you as a person.

Another way you can connect with an audience is,

of course, in person. In episode 21 story spotters, David Pullen

and Sarah Jane McKechnie talked about having self awareness when

you're giving pitches and presentations. In

fact, we often when we're working with people

and especially on a particular project. We, we have these three

areas of presence, warmth and power that we we, we always sort

of judge, or sort of, yes, we have a tick box. And it starts

with, as I said earlier, the presence of, does this person

look in sounds as if they don't want to be anywhere else except

right here, right now? And then, it's the warmth. Do they look in

sounds as if they if they have taken the other person into

consideration? And then, and only then comes the power, which

is, do I believe their values? Do I believe their their system

of belief? Do I believe what they're saying to me? And I

think too often, going back to what we said earlier about

people being time poor and sort of having KPIs and things like

that to hit in business, we we sort of go, I've just got to get

all my power out without considering those two incredibly

important bits of presence, and as you say, the warmth.

Sarah Jane McKechnie: I mean, because that's what leadership

is. It's bringing people with you. I mean that that's thing,

isn't it? It's and we, we, that's why we have to think

about what we say in certain situations and and I suppose

what, what we do is we, we help people understand the story that

they're in in any situation, and allow and and give people the

the wherewithal to be able to decide, okay, How the easy ways

of how we're going to tackle this. Now

it's funny, I'm about to start a project next

week with a big client, and they're working on a massive

pitch for a piece of work, and I can almost guarantee that I'll

walk in there on Tuesday morning and they present their first

draft to me. It'll be something about they're going through

their credentials and everything, and my first job

will be saying, can please, can you start by saying something

that you've learned about them through all the site visits that

you've been on? Just connect, just show that you've been

present and that you've listened and that you've understood. So

as well as having self awareness, being

comfortable in your own skin and owning your own story, you also

need to be aware enough to understand that it's not all

about you. You have to be yourself, but also think about

who you're speaking to and what matters to them. This duality

was emphasised perfectly by podcast creative Natalie Jameson

in Episode 22 it

all. Comes down to authenticity, because I

think the way that I've always approached interviews is that

it's never particularly been about me, because I've always

been servicing like a different editorial agenda, or working for

somebody like the BBC or something else like that. And so

it's trying to get out the story that best serves that audience

and the things I think people will be interested in hearing.

And if you're always having that in the back of your head,

whatever you say is always going to be different to the next

person, because you're different from the next person. So I think

really tap into kind of what interests you, or interests the

sort of vision that you've got for whatever work or interview

that you're trying to do, and hopefully you'll always get

something refreshing and different from the next

person. That's a brilliant tip. And I do always

say, Who are you talking to? Who's your audience? But that's

that's absolutely vital with whatever piece of content you're

producing, actually, if you're, if you're doing some kind of

marketing or media production, if, if, if your audience isn't

interested, then what's the point? Right?

Yeah, exactly. And you know, I when I first got

into journalism and entertainment journalism,

specifically, it wasn't about me. It was always because I was

really curious and wanted to share stories or films or TV

shows or theatre shows or bands or music that I'd discovered

that I really wanted other people to find out about as

well, so then I could chat to them about it, because I was

that geek that wanted to, oh my god, like something amazing

happens in this film, in this particular scene, and I really

want to chat to other people about it. And there's a really

great recognition when you get that with an audience or with

people, where you feel like you've connected on some level.

And yeah, it's an utter joy love

that authentic connection is, as NAT says,

utter joy. And we all need as much joy in our lives as

possible. Okay, S is done. Let's move on to the letter T, which

stands for truth telling. In episode 27 coach supervisor

Helen O'Grady talked about this, or rather the opposite of truth

telling. Here's Helen on the stories we tell ourselves, which

often aren't true, and how much damage they can do. The

Helen O'Grady: most common thing that I work with people around

is self belief and confidence and the inner critic, and that's

whether I'm working directly with coaches. Because I

supervise coaches so often, that's a narrative around, am I

a good enough coach? Would somebody else have done it

better? What? What did I do wrong? Why has that client

disappeared on me, that kind of stuff. And in leadership, again,

I can't speak up at this meeting. I'm, you know, I don't

know how to performance manage this person I'm struggling with.

I work with quite a lot of social workers. I'm struggling

with the families I'm working with because I'm intimidated by

them, or I'm young, and they're much older, and I don't have

children, and they have children. And so that's very,

very common, and often that is around the stories we tell

ourselves. So you know, I often describe our protective voices

that say, Oh, are you sure you shouldn't be doing that? You're

not good enough. That voice gets very loud. The voice that we

tend not to use, that we use with other people, is you've got

this hang on, you know what you're talking about. You've got

lots of experience. You're doing your best? Yeah, you're, you

know, we're not comparing to somebody else. So like, for

example, a junior doctor saying, I don't know what to do in this

situation. We all have that. But actually, internally, we go

without even realising I should be doing my should. Word should,

isn't that dangerous? Yeah, you know, I talk about, and that's

what I'm often doing in coaching, is picking up people's

language where they're not even hearing how they speak to

themselves, which is, I should, I should be doing this, this. I,

you know, I can't do it. I don't know that that kind of stuff, so

I don't know whether that's a specific enough example, but I

think, yeah, that's brilliant, so common across everybody. And

what I try and do is coaching is get underneath, how do I speak

in this meeting to what's the story that you're telling

yourself, and how can we change that story?

In episode 24 Andy greenhouse talked about

exactly this.

I've always been, always been curious about

my own brain, because it never didn't really seem to work like

other people's brains. So. So I would just kind of write stuff

out, and I'm not very good at speaking, or this is the story I

tell myself, right? I'm not good at speaking. So if ever that

gets back into my head, then it will like it's right there. Now

that narrative, it's right there. I'm speaking to

you. Well it can shush. You're doing very well

and writing, I could express myself. I could

express how I really feel so and you know, I recognise that other

people

got something from that. Andy is constantly

looking for the truth about who he is, and he's recognised that

his story, like a lot of hours is constantly evolving. If

there's a part of you that feels like it hasn't

finished something, it doesn't necessarily mean it's the end

and that's and, you know, you've closed the book on it. And I

think it's really easy to think that it is, you know, it's

really easy to think that, Oh, I've, I'm now, I'm defined as

the video guy, whatever. You know, I've got to continue doing

that. And, you know, reading or writing the story that was kind

of accidentally written, maybe along the way, I can't change

it. And actually, that's not the truth.

So we can change our own stories. But of course,

the very act of holding space for ourselves, honestly telling

the truth, is vulnerable as

somebody who can't do elevator pitches,

especially when they're talking about themselves. Because, yeah,

I think what you touched on is a confusion, creative confusion, I

guess I'm calling it right at this moment, because create. I

think creativity generally, you don't have to define it, but in

business, in the business world you do. And I guess over the

years, I have defined myself as different things. And right now

I'm kind of in the mix of at the point of bringing everything

together. So bringing you know, my design background, my video,

everything together. So I would say, I try to be a creative all

rounder, I suppose, but that doesn't help people understand

what you do. So I say, I'm the video guy, you know, yeah,

although that's just one part of it these days,

in Episode 25 Lisa Ward opened up about the

effect of this struggle to juggle different parts of her

life.

I've had a lot of setbacks, you know, like I said,

I even went through a potential after 40 years. We I almost, you

know, lost a marriage, and my passions and the things that I

did, it's all real, and I I'm not afraid to talk about I don't

want to bleed all over everybody. But we're not alone.

We're not isolated. And if more people knew, there would be

more, I think, sympathy and compassion, because we all go

through the same struggles, and a lot of times it's pressure,

it's the business pressure, it's the the idea of what defines

success. And I think that that adds a lot to the table, and a

lot of that burden, we carry that baggage with us. And I did

it. I couldn't find my priorities, because I wanted

this and that. And as a woman, it's hard to have both, because

you there's more on us than them. That's just the truth. And

we juggle more, and we want both this and that. So I know that

you work extra and you feel deeper and you hurt more. You

hurt

more. It takes courage to display that much

vulnerability and to be a truth teller to yourself as well as

everyone else. But if you want to be trusted in business, those

are the stories you need to tell. All right, on to the

letter O, which stands for ownership, owning the space you

occupy. Jordan, it's holy from Episode 26 take it away.

So how I changed my business was by realising

what more can I do for my clients while still staying true

to what I actually enjoy doing, like that sweet spot. And so

that's when I realised that, okay, I need to give them some

more some more help with the brand messaging, and then

actually need to help them get confident with getting the

message out there consistently. And I actually love what you

said about being a cheerleader, because I never thought of it in

that specific way. But in a way, it kind of is like that,

because, as I said, Now, I mostly work with women, and

something that a lot of them struggle with is actually

promoting their services confidently, without feeling

icky, without feeling like they're doing anything.

Something bad. And so that's how I got to this blend where, like

I give them clarity on their messaging, but also helping them

feel like the one for their ideal clients. Like helping them

do this consistently until it becomes a habit, until it

becomes normal, and then they don't need me anymore, and they

can keep doing that with the same motivation, with the same

confidence and strategy for years to come, basically

promoting your services confidently without

feeling icky. That is the essence of this letter O for

ownership. Helen O'Grady, in Episode 27 talked about exactly

this, getting over that ick of self promotion. I've

Helen O'Grady: really struggled with it. And, you know, I had a

business in Australia, and I was lucky there. I had built up a

network, and it, I never really had to sell myself, if I'm

honest. And then came over here, and kind of started again and

again. Was a massive, recently, really big reset. And I, you

know, it was always sort of on my to do list, must get better

at marketing, must market myself. And then kind of about

18 months ago, you know, a big drop in public sector spending

on things like coaching. And so I was like, I really need to

start marketing myself. So I have been focused on it over the

last year, and I've really struggled with, because that

notion of selling myself is just so alien, particularly from that

background of nursing where it's like, you know, you don't sell

yourself, or you just your worth is what it is, not particularly

high all of that kind of stuff. But I,

I You're a cog in the machine. Yeah? Exactly, you

are the flipping machine, exactly running your own

business, yeah,

Helen O'Grady: but like you, as you say, I am aware that people

will buy when they know like and trust you and and the stories

and being visible, they're never going to know you unless you're

visible. So that first question is, how do you become visible?

And that's kind of putting yourself out there. There's no

There's no getting away from it. And then that marketing, which

I'm not sure whether that's the same in your area, but that

notion around kind of having an ideal client and directly

speaking, the marketing to that particular person,

okay, hold your horses, Helen. We'll get to who

you're talking to in a minute, because I want to come back to

this idea of putting yourself out there, having self

confidence, owning your space, and if you're confident in your

skills, you're not afraid to let go a little and loosen up in

your work. And that's very compelling. Natalie Jamieson

talked about this in Episode 22 she is a podcast creative and

entertainment journalist, and she was talking about doing

interviews, of course, she said, be prepared, but have the self

confidence to relax your expectations and loosen your

ownership of the conversation.

Listening would be my key tip out of all

of this. So the way that I've always conducted interviews and

have always enjoyed doing them is that, yeah, of course, you

plan, you prep, you have your questions, you have your areas,

your topics you want to cover, but it kind of is irrelevant if

you're not listening to what the person in front of you is

saying, because they may just sort of drop something in your

lap that you could never anticipate or expect, and you

have to then be able to adapt and follow that lead, because

chances are, it's going to be way more interesting than what

you'd planned to do if you were kind of forcing a conversation

or an interview done a certain way. So listening to people is

always the

best love that listen to them their story.

Okay, this brings us nicely on to letter R for resonance.

Storytelling for business is about finding and sharing

stories that resonate with your ideal clients. I say at the

start of this podcast and every episode, it's about telling

stories your clients want to hear. So let's see what this

season's guest had to say about resonance his story spotter,

David Pullen, from Episode 21

the power of the story is, is, is, is that

combination of it's essentially a fact in context which which

brings the fact to life. And you know, there's so much written on

everywhere about leadership and vulnerability, but what does

that actually mean? And I think, I think the act of storytelling

is an act of vulnerability in itself. You're letting people

into your heart as well as your head, and you're risking that

somebody might say, well, I don't agree with you, which is

great because then you're in a

discussion. It's a discussion. David said at the

beginning of that clip, story is a fact in context which brings

that fact to life. Just let that sink in a bit. It's exactly what

marketing mentor Jordan, its only said, too in episode. 26

you

know, if we stick into facts and stats and things

like that, we're not going to make that connection with, you

know, with ideal clients, when we're like wrapping that, you

know, when a packaging around the story, whether it's like,

especially like their story, or if it's like elements of our own

story that can feel relevant to them, or if it's part of the

story of client that we've already worked with that used to

be in the same shoes, and that actually overcame that problem

and so on. That's going to make it so much easier for our ideal

clients really connect with that stop their scrolling and help

them absorb our message, because it's wrapped around that story.

Basically. Did you hear

that word Connect? That's what resonance

is. All About, finding stories that resonate with your clients,

connecting you to them with an invisible thread of empathy.

Andy greenhouse described it as getting under their skin.

Yeah. I mean, I am all about that the emotional,

the feel, the feels, and how you kind of reach somebody kind of

under the skin. And it's not always easy, but I feel like

I've always been quite an emotional person, so I recognise

that people like me well, so everybody's everybody has an

emotional bed deep within. It just depends on how thick the

skin is to get in there. Everyone can relate to something

somebody is feeling, but they don't necessarily want to

acknowledge it. Let's look more closely

at this idea of connection. Here's story spotter

Sarah Jane McKechnie from Episode 21 followed by her co

author of their book, the DNA of engagement. David Pullen, if

Sarah Jane McKechnie: you can connect and show that you

understand and, and you, you, you are. You've heard, you've

listened. I mean, all these things that allow space and

connection and, and then, only then, when people are doing what

you're doing now, which is nodding, you know, it's that

yes, okay, this person understands me. It's so it's

such a basic human need that then only then can you really

have the right to say, but, but this is, this is, you know, yes,

exactly. This might not happen because, and give a reason. So

it's, I think one of the things that's so important is to always

remember that you have to care for your and I'm going to use

the word audience. And what I'm audience is anybody that,

whether it's a toddler, whether it's, you know, 1000 people in a

hall, whether it's your direct reports or whoever it is, yes

is, is you absolutely have to care about how they're going to

get this message, what, what their agenda is, and so what you

can agree with, with that stuff? I think

it's interesting. You said those two words,

connection and understanding, connecting. And it's it's

interesting. I mean, one of the things that we often think about

is that is that this trust is built on understanding, and the

understanding is is twofold. I mean, we tend to trust those who

we feel have understood us, who have connected with Yes, but we

also trust things that we find it easy to understand, which is

where storytelling comes in, because storytelling just puts

everyone on the same page. They have, they have a vivid picture

of what things are going to look like. So being understood and

making people understand are the basis of building trust. Really,

this concept of building trust through mutual

understanding is what's behind Louise callan's business, real

life conversations. She's invented an app to help

facilitate easy, stress free chat between people with

dementia and those caring for

them. That is, for me, what it's all about, those

stories, those moments, being able to unlock memories from

storage. That's one of the things that I talk about.

Sometimes we aren't able to tap into the things that someone

with dementia does know, because we can't go back there with

them. And so there we are having wonderful conversations about,

you know, what's happened today, or what's in your life, but

where you said selfish earlier, it's like, great, but how am I

going to actually turn the table and actually talk about

something the mum wants to talk about, or your loved one with

dementia, if you don't go back there with them? How. Can you,

how do you do it? It's very, very difficult. And if you don't

know that person's background, even more so,

oh yeah, if you're not a close family

member, if you're if you are a care a nurse or or a grandchild

who does, or great grandchild, or somebody who doesn't see them

very often, that can be quite difficult, can't it? To make

that connection

very, very difficult. And you pick on a brilliant

point there. I think it's hard to have a conversation with

someone with dementia. You have to have the ability to pivot

quickly, because you just don't know where it's going to go.

Because if they forget what they were saying, they'll then look

at the table and go, Oh, cup of tea, you know? Because they need

a prompt, and the prompt will be whatever they can see in front

of them, because they don't want to stop, because they realise

they were in flow. Well, not flow, but it's, it's a very,

it's a very difficult thing to have a conversation. So the idea

of a safe activity, an activity that helps someone with dementia

go back in time to a place where perhaps they've got a lot more

to say than if you just keep going back to yesterday, a story

might emerge for you both that you had no idea would still be

remembered, and you can honour that story. You can do something

with it. You can take it with you, and you could tell someone

else that story as well. So the idea of unlocking that is hugely

important

to me. I love what Louise said about honouring

the story, turning it into a legacy and telling it to someone

else. David Pullen also talked about the power of CO creating

stories. He described a big project that the story spotters

took on, which ended up being the case study in their book. We

were

doing this particular piece of work with

Aviva, which under the leadership of Amanda block. Dame

Amanda block, when she was changing the strategy of the

company, when she essentially said to her, 200 top leaders,

this is the strategy. We're slimming the company down in

this way. This is the forward thinking. I can't do it myself.

You have to make this happen. And there was a big piece of

work that was was led by Accenture about the strategy and

what the leaders actually did mentally around that, when they

suddenly realised, okay, that's one thing, but they then have to

go out and have the conversations, which get the

which get the 22,000 people at the time in the organisation to

lean in. Oh, yeah, I want to be part of that. So they brought us

on board to create that part of the programme about, how do you

get people, essentially, to be excited by the possibility, and

then also, co create the future co create the story, which is

really important. Actually, you can tell people's stories, but

if they, if they, if they add to it themselves, and, yes, you

know, colour the stories themselves, then they are more

likely to buy into the story and make the story happen. So the

book really is the it's the journey of how we actually did

that piece of work, plus tonnes of other stuff that we've, we've

done right throughout our careers with leaders. And that's

what it is. And it's, yeah, it's, it's designed, really, as

a guide to help people on the journey, people who have to have

the conversations that build trust, which is the primary

thing driving which will drive engagement, and therefore

influence change, whether it's, you know, changing the direction

of a company, or, you know, changing your partner's mind

about a restaurant that they don't want to

go To. We all know which restaurants we like

best, okay? Japs, we've reached the last letter of this toolkit.

Why? Which stands for your why we're not going to connect with

our clients if we're not super clear on why we do what we do,

what's your motivation? Your purpose, your legacy. In episode

25 Lisa Ward told us about her passionate belief in her

business, H 2o energy, and her dream to turn abandoned coal

mines into green energy power plants. We evolve

and we grow and we change and we adapt. And I think

that the joke that people often say about me is I'm like a

spider. I'm versatile. I can go in any direction at any time,

but I like to lean into the directions that have my

passions, the things that matter the most to me. And oftentimes

when I'm doing something or changing what I'm doing, because

I have changed a lot of things throughout the course of my

life, my passions have moved, not many of them, but the ones

that have moved has become been because my why has been big

enough, and usually it always goes back to my children and my

grandchildren, their future. You know, what is it that I can do

that can make a difference to affect their future? And I've

always had pretty much of. Conviction that those before me

fought really hard so I could have the things that I had when

I was raising my kids. And so it's kind of like my pay it

forward to the future, to do my part here and now. And if I'm

not real passionate about it, it's hard to embrace and stick

with it. But if it's something that I believe in, I'll I'll

swim against the grind every time you know, I will just go

against the current, and I'll stand by myself if I believe in

it. And there's just a couple things out there that I really

believe in, and I find little pockets in the world that I can

insert myself to do those things. Yes, it's not very

glamorous. I get down there and I grind with the rest of them,

but it's where my passion is.

Louise Callan is equally passionate about her

business, real life, conversations. Dementia

is a cruel disease, and to try and make sense of that,

you know, this is my mum. This is somebody that I cherish and

knowing that I can do nothing to fix it is very difficult. It's

very difficult for a person like many of us are I don't mean I'm

unique, but for a person like me, it's very difficult to not

just try and want to fix the problem. I can't fix the

problem. I spend a lot of time with my mum that's incredibly

important to me, but I can't fix it. So in the absence of being

able to fix it, I want to try and do something that makes a

difference for her, for sure. But actually, as I've learned

more and more about dementia and people with dementia, actually

what I love the idea of the most is being able to make

everybody's day a little bit better, to be honest,

making a difference. That's the why

behind Louise and Lisa's stories. And let's get a final

reminder from David Pullen about how to share your why in a way

that will really resonate with the people you want to reach

breathe before you go into any situation, before

you switch the teams. Call on before you walk through a room,

just think to yourself, how am I going to show up in this room?

Who am I bringing into this space? Just show up as your best

self. Connect. Don't put on it's not about putting on an act, but

it's about genuinely showing up with presence and warmth, and

the warmth is the the presence is looking and sounding like you

don't want to be anywhere else, except right here, right now, in

this moment, fully focused, focused, absolutely focused. And

then the warmth is about showing that you've considered the other

person, that what you are doing is is, is not orientated towards

yourself, but it is orientated towards the greater good, or the

other person, or whatever it is, so quite simply, show up well,

and then make the first thing that comes out of your mouth,

something that shows the other person that you have considered

them. It

might be your story, but if you want them to

really hear it, you need to make it about them. Let's give the

last word to Natalie Jamieson from Episode 22 not only was she

super clear on her why, why? She loves interviewing people as a

journalist and podcaster, but she also had a very easy tip to

help you figure out your client's why if you want to know

their story, just ask.

And that's why I love doing. What I get to do

is that I am endlessly curious and always aware that people are

way more interesting than I am. So that's what I want to

uncover. I want to hear people's stories. I want to hear what's

going on with their world. And you know that can inspire me,

then to do other things as well, but you know, you won't know if

you don't ask those questions.

We did it. Well done. The season three

storytelling for business toolkit is complete. So what did

we learn? Don't worry. Here's a quick reminder this season's

acronym is S, T, O, R, Y, story. S is for self awareness, know

who you are and share your story. T is for truth telling,

the vulnerability of raw honesty and the stories we tell

ourselves, which aren't true at all. O is for ownership. Own

your space, have self confidence, market your

services, proudly with stories, not facts and figures. R is for

resonance, listen, understand, connect, show your ideal clients

that you see them and their story matters to you. And y is

for your why. What? Drives you share your purpose and your

passion and your story will be irresistible. I really hope

today's toolkit will help you to remember and put into action the

really useful takeaways from this season. A huge thanks to

all my guests. Everyone's contact details are in the show

notes, and of course, you'll find their full interviews in

the season three archive. So why not go back watch and listen to

the full thing, and you could check out seasons one and two

while you're at it. There's about 20 hours worth of

storytelling for business wisdom in there, plus lots of me

Wittering on. If you've enjoyed the podcast, the guests, or

indeed, the Wittering please do let me know. And if you're

looking for a host for your podcast or a voice artist to

make your brand sound as good as it looks, you know where to find

me. All my contact details are in the show notes too. Thank you

so much for listening and watching. It's been a lot of

fun. I'm not sure when I'll be back with more episodes, but if

you subscribe, you won't miss it for now, this has been season

three of storytelling for business until next time.

Goodbye. You.