This episode is brought to you by Workforce Alchemy. We help business owners, CEOs, and executive teams improve hiring, engagement, and retention while uncovering hidden people-related profit leaks inside everyday operations.
If you are struggling to stand out in a noisy marketplace, align your team around a clear message, or convert more prospects into loyal customers, this episode is for you.
Today, Mason sits down with brand strategist and story building expert John Elbing, creator of the Story Building Methodology. Instead of polishing the wrong message with better marketing, John teaches leaders how to build the right story from the ground up by starting from the customer’s standpoint.
His framework is transforming how founders, marketers, HR leaders, and executive teams create clarity, alignment, and messaging that drives action.
🎯 What You Will Learn in This Episode
The critical difference between storytelling and story building
Why most companies are telling the wrong story better
The 3 stages every customer goes through before they buy
Recognition
Perception
Projection
How to flip your messaging from “look at us” to “we understand you”
Why narrowing your niche increases revenue and engagement
How to validate your brand message before launching a campaign
How story building strengthens internal alignment and company culture
Why HR leaders must think like marketers in today’s talent war
How AI can support messaging without replacing authenticity
If you lead a company, run a sales team, manage HR, or are responsible for growth strategy, this conversation will change how you think about communication.
🚀 Why This Matters for Business Owners & CEOs
Your customers are overwhelmed.
Your employees are filtering out noise.
Your prospects are actively looking for reasons to ignore you.
Facts and features are forgettable. Stories are memorable.
When your brand story creates recognition, builds trust, and helps your audience envision success, you shorten sales cycles, improve engagement, and build long-term loyalty.
This is not theory. This is practical strategy you can apply to your website, pitch deck, recruiting messaging, sales conversations, and leadership communication immediately.
📘 About John Elbing
John Elbing is a brand strategist, speaker, and creator of the Story Building Methodology. His work helps companies clarify who they serve, what they stand for, and how to communicate in a way that drives action and alignment.
Learn more about John and his book:
👉 https://standpoint.ch
💼 About Workforce Alchemy
Workforce Alchemy works with business owners and executive teams to:
Improve hiring precision
Increase employee engagement
Strengthen retention
Align leadership communication
Reduce costly people-related mistakes
If your workforce is your largest investment, your strategy should reflect that.
🌐 Website: https://workforcealchemy.com/
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