Why Most Retail Storytelling Fails - And What Actually Works | John Elbing скачать в хорошем качестве

Why Most Retail Storytelling Fails - And What Actually Works | John Elbing

Most brands think they’re telling great stories. Customers think otherwise. In this episode of Retail Voices, I’m joined by John Elbing, creator of the Story Building methodology and Chief Story Builder Officer at Standpoint, to unpack why traditional storytelling fails — and what retail brands should do instead. John has helped hundreds of companies clarify their message, align their teams, and build narratives that actually resonate with customers. His approach flips the usual script: instead of starting with the brand, it starts with the audience. We cover: • Why most brand storytelling gets ignored • The difference between storytelling and Story Building • How customer perspective changes positioning • The biggest messaging mistakes retail brands make • How narrative affects conversion, engagement, and loyalty • Why internal alignment determines external success • What customers expect from brands in the next 5 years • A practical exercise leaders can implement immediately If you want customers to care about your brand — not just see it — this conversation is essential. ⏱️ CHAPTER MARKERS 00:00 Welcome to Retail Voices 00:21 Episode Introduction 01:09 Who Is Jon Elbing and What Is Story Building? 03:15 How Is Story Building Different To Story Telling? 11:49 How Does Shifting Perspective Early, Work? 15:53 What's The First Practical Exercise In Story Building? 22:25 How To Refine Story Building For Impact? 25:27 What Are Some Of The Common Mistakes? 34:24 How Does Story Building Help Across Channels? 43:30 How Does Story Building Align Teams? 48:59 What Does The Future Look Like? 57:50 The Three Simple Things? 59:34 Closing Thoughts