The Storytelling Lab

“Your stories are building bricks of belief in your brand." — Shane LukasHow do you sell something your customer can’t see, touch, or fully understand?Shane Lukas has spent decades helping professional service providers do exactly that by using story as a tool to create trust, clarity, and emotional resonance.In this episode, Rain and Shane explore how narrative makes “invisible” value tangible. From accountants and coaches to consultants and creatives, anyone who delivers a process or service will benefit from Shane’s simple but powerful storytelling framework.Together, they discuss the importance of transformation-driven messaging, the psychology of pre-sale belief, and how to guide your prospects with authentic case studies that show, not just tell, what you really do. This is a masterclass in making your message matter.In this episode, you will learn to:Sell intangible services by framing the emotional outcome, not the technical detailsGuide potential clients through stories that build trust before you pitchUse transformation case studies to prove your value without oversellingUnderstand why people buy with emotion, not logic—even in B2BReframe your sales process as a storytelling journey🔗 Follow Shane on:Instagram → https://www.instagram.com/agreatideaWebsite → https://www.agreatidea.comLinkedIn → https://www.linkedin.com/in/shane-lukas/📚 And for more storytelling tips and tricks:Visit → https://rainbennett.com or https://thestorytellinglabpodcast.comOr follow...TikTok → https://www.tiktok.com/@chiefstorytellingofficerTwitter → https://twitter.com/rainbennettInstagram → https://www.instagram.com/rainbennettFacebook → https://www.facebook.com/thestorytellinglabYouTube → https://www.youtube.com/@RainBennett

“Everybody in your organization has to be aligned… or it all starts to break down.” — Jensen SavageIf you’ve been muscling your way through growth and wondering why it still feels so hard, this episode is for you.Jensen Savage, founder of Savage Growth Partners, breaks down the true cause of stagnation in business: misalignment.In this conversation, we explore why brute force can’t scale and how systematizing your customer journey can unlock powerful, sustainable growth. Jensen and Rain dig into the often-ignored “connective tissue” between marketing, sales, and operations and show how storytelling is more than messaging and communication—it’s infrastructure.Whether you're a founder, marketer, or small business owner, this episode will help you rethink what’s actually holding you back.In this episode, you will learn to:Understand why growth stalls even when you’re doing everything “right”Uncover the unseen gaps in your customer journey that silently kill momentumMap your marketing to metrics that matter most for service-based businessesBuild systems that turn handoffs into high-performance linksUse story-driven alignment to unify your brand from sales to operations🔗 Follow Jensen on:Instagram → https://www.instagram.com/savagegrowthpartnersLinkedIn → https://www.linkedin.com/in/jensensavageWebsite → https://savagegrowthpartners.com📚 For more storytelling tips and tricks:Visit rainbennett.com or thestorytellinglabpodcast.com, orFollow...TikTok → https://www.tiktok.com/@chiefstorytellingofficerTwitter → https://twitter.com/rainbennettInstagram → https://www.instagram.com/rainbennettFacebook → https://www.facebook.com/thestorytellinglabYouTube → https://www.youtube.com/@RainBennett

“Every time you press upload, you’re telling the universe this is your part in the grand scheme.” — Elton Anderson, Jr.What if your content wasn’t just a creative outlet, but a mirror for your transformation? In this episode, Rain Bennett sits down with Elton Anderson—a photographer, storyteller, and founder of L10 Media—for a deep, vulnerable conversation on using storytelling to break free of the algorithm, let go of outdated identities, and build a media platform rooted in purpose.Elton shares his own creative pivot, leaving behind a successful photography career and embracing a new chapter built around authenticity, micro media ownership, and spiritual self-alignment.Together, they explore how to attract the right audience by showing up fully as yourself, why resistance is a sign you’re on the right path, and how to build a life and career that flow from the inside out. If you're multi-passionate, burned out by content trends, or questioning how to evolve in public, this episode will show you that your shadow isn’t something to fear—it’s where your story begins.In this episode, you will learn to:Embrace identity shifts as part of your creative evolutionFind your unique voice through consistent, imperfect actionUse storytelling as a tool to connect with others and yourselfBuild a micro media company around your personal purposeReframe resistance as a signal that you're on the right pathFollow Elton on:InstagramTikTokor visit his website, HERE! And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“If your company doesn’t know the story that it’s helping to tell, no marketing campaign is going to save you.” — Rain BennettMost businesses mistake their vision for a quarterly goal or a financial target, but that’s not a story anyone wants to join.In this solo episode, Rain Bennett unpacks the critical difference between vision and mission, showing how your vision acts as the narrative North Star for your entire brand. Rain shares a clear, actionable framework based on Simon Sinek’s “Just Cause” model and explains how the best visions are resilient, inclusive, and service-oriented.Through two powerful case studies—Patagonia and The People’s Game—Rain illustrates how a well-crafted vision can guide every part of your business, from branding to product development to internal culture.If you’ve ever struggled to articulate why your company exists beyond just making money, this episode gives you the foundation to start telling a story that actually matters.In this episode, you will learn to:Define a brand vision that is resilient, inclusive, and service-orientedAlign your team and decisions around a single, powerful storyAvoid the common mistakes that make most vision statements meaninglessUse real-world case studies to guide your own storytelling strategyCraft a vision that inspires belief, not just activityFor more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“I was made from mistakes. I was promoted, protected, loved, and perfected by them.” — David MeltzerAfter losing $100 million and hitting rock bottom, David Meltzer rebuilt his life and his business around a mission to empower over 1 billion people to be happy.In this episode, Rain Bennett sits down with David to explore how storytelling became the vehicle for that transformation.David opens up about the bankruptcy he once hid from the world, the emotional healing that followed, and the new definition of success that changed everything. They talk about the myth of “give more, get more,” the strategic use of vulnerability, and how to build a brand rooted in service and joy.If you’ve ever struggled to see the upside in your darkest moments, this conversation will show you how to flip the script and turn your pain into purpose.In this episode, you will learn to:Reframe failure as the foundation for your most powerful storyCreate a happiness-driven business model that serves and scalesEmbrace vulnerability to build real trust and connectionShift from ego-based identity to a mission-based lifeTeach your team to lead with empathy, clarity, and consistencyFollow David on:LinkedInInstagramTikTokYouTubeor pre-order his new book, HERE! And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“It’s not just about keeping the lights on—it’s about building a relationship with the people at the end of the line.” — Krystal Phillips, JO-EMCStorytelling isn’t just for trendy brands or startups.In this episode, Rain sits down with Krystal Phillips, Communications and Community Relations Manager at Jones-Onslow EMC, to explore how a rural electric co-op built a storytelling culture that would rival any big tech brand.Krystal reveals the behind-the-scenes thinking that led a utility company to invest in heartfelt video stories, internal leadership programs, and community-first content. Together, they unpack how to measure storytelling ROI when you can’t rely on sales, how buy-in from leadership transforms culture, and why authenticity matters more than production value.This episode is a must-listen for anyone working in “unsexy” industries who wants to make storytelling their competitive advantage.In this episode, you will learn to:Harness storytelling as a strategic tool, even in “boring” or highly regulated industriesBuild team buy-in by grounding your strategy in community and trustEstablish internal programs that create a pipeline of storytellers inside your organizationHumanize your brand with stories that foster empathy and emotional connectionMeasure the real ROI of storytelling beyond dollars and metricsFollow Krystal on:LinkedInInstagramor visit the JO-EMC website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“A shared narrative means everyone in the organization is speaking about the story in the same way.” — Salvatore ManziIf every person on your team is telling a different version of your brand story, you don’t have a marketing problem—you have a clarity crisis.In this episode, communication strategist and author Salvatore Manzi joins Rain to break down how to build a shared narrative that aligns everyone in your organization.From CEOs to customer service reps, consistency in storytelling builds trust, clarity, and emotional resonance. Salvatore shares actionable frameworks for clear and compelling communication, how to blend personal and brand narratives, and why metaphors are essential tools for influence.Whether you're leading a nonprofit or a global brand, this episode will sharpen your storytelling and unify your message.In this episode, you will learn to:Align your entire team behind a unified narrative that eliminates confusionUse storytelling frameworks to turn complex data into meaningful messagesBuild trust with audiences by integrating vulnerability into your leadership voiceAvoid common communication pitfalls in both nonprofits and STEM-driven businessesApply the “problem, process, outcome” structure to make your stories more actionableFollow Salvatore on:LinkedInInstagramor visit his website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“A message map is the most underutilized resource for marketers.” — David EbnerWhat if the reason your marketing isn’t working has nothing to do with the content itself, but everything to do with the foundation it’s built on?In this episode, Rain sits down with David Ebner, founder of Content Workshop and one of the clearest voices in content strategy, to unpack why most brand storytelling falls flat. They explore the concept of the message map, how to build a storytelling system that scales, and why trust is the most important marketing metric you’re probably not tracking.David also opens up about how his background in creative writing fuels his approach to business storytelling, what metrics actually matter, and how emotion creates longevity in brand relationships.Whether you're a solopreneur or scaling a team, this episode will challenge the way you think about content and give you a smarter path forward.In this episode, you will learn to:Apply the power of a message map to bring structure and purpose to your contentUse storytelling as a system, not just a one-off tacticRethink your marketing metrics and focus on what truly builds trustLeverage long-form cornerstone content to fuel your daily outputAvoid burnout by shifting from production obsession to strategic clarityFollow David on:LinkedInor visit the Content Workshop website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @rainbennett.storyellerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel

“The shortest distance between two souls is a story.” — Aaron CalafatoAaron Calafato doesn’t just teach storytelling—he lives it. In this episode, we dive into what it really means to lead with story, both as an artist and a business strategist. Aaron shares how he built an audience (and a business) by showing up authentically and consistently, telling personal stories that are never just about him. We discuss the fine line between self-expression and self-indulgence, how personal narratives can unlock professional growth, and why he refuses to monetize his podcast Seven Minute Stories. This conversation is full of heart, humor, and hard-earned wisdom for anyone trying to build trust through story.In this episode, you will learn to:Identify the differences between storytelling as a gift and storytelling as a performanceUse personal stories to create trust, not just attentionBalance art and business while staying true to your valuesBuild long-term brand equity through consistent storytellingAvoid the trap of trying to be “cool” when what people really want is connectionFollow Aaron on:YouTubeInstagramor listen to his show, Seven Minute Stories, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @rainbennett.storyellerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel