Most businesses think they’re telling a strong story. In reality, they’re talking about themselves, and their customers have already switched off.
In this episode of Shifting Views with Willis, Wayne Willis sits down with John Elbing, founder of Standpoint and author of the number one international best-selling book Storybuilding. The conversation explores a simple but often overlooked truth. Customers don’t care about what you do. They care about what it does for them.
John shares why so many organisations struggle to connect with their audience and how a shift in perspective can completely change how a business communicates, attracts attention and wins the right customers.
They discuss the gap between how businesses see themselves and how customers actually see them, why emotional decision-making plays such a big role in buying behaviour, and how companies often end up solving the wrong problem. John also breaks down his Storybuilding approach and explains how recognition, perception and projection can be used to create messaging that genuinely resonates.
The conversation goes beyond marketing. It touches on positioning, culture, and why having a clear and shared story inside a business is critical for growth and decision-making.
If you’re a business owner, leader or marketer looking to cut through noise and communicate your value more effectively, this episode will challenge how you think about your message.
Listen now and rethink the story you’re telling.
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