You can have the best product in Seattle. If people can't remember how you made them feel, it won't matter. In this episode of Seattle Executive Edge, host Susan Sterholm sits down with Mario Juarez, president of the Seattle-based storytelling consultancy Story Co and a longtime Seattle Executives Association member, to talk about why stories, not facts, job titles, or sales pitches, are what actually make people remember you and refer you business with confidence. Mario has spent his career helping companies like Microsoft, and individuals, turn their ideas into stories that stick. In this conversation, he shares exactly how any Seattle business owner can use that same skill, from a Wednesday networking lunch to their own website. If you've ever fumbled the "so, what do you do?" question at a networking event, or wondered why some people seem to light up a room while others get the glazed-over stare, this one's for you. In this episode, you'll hear: How Mario joined Seattle Execs at the height of the pandemic, and what it was like finally meeting everyone in person a year later Why Story Co exists, and how storytelling drives real business (and personal) outcomes, not just better marketing Why stories build more trust and referrals than facts, job titles, or sales pitches ever could The science behind it: how a good story triggers a real physiological response — cortisol and oxytocin — that facts alone never will How to turn "so, what do you do?" into a memorable answer instead of a transactional one How to tell better stories in short networking conversations without sounding rehearsed or salesy Mario's two favorite Seattle Execs stories One do and one don't for anyone walking into their first Seattle Executives meeting About StoryCo Story Co is a Seattle-based storytelling and communications consultancy led by Mario Juarez. He helps individuals and organizations get better business and personal outcomes by understanding storytelling and using it strategically — from networking conversations and websites to full TED-style talks. His client work has included Microsoft and other Puget Sound-area tech companies, along with teams, small businesses, and individuals who want to talk about what they do in a way people actually remember. Connect with Mario: https://mario-juarez.com/ About Seattle Executives Association Founded in 1917, the Seattle Executives Association is one of the Pacific Northwest's longest-running business networking organizations, with more than 100 established Seattle and Bellevue-area businesses as members. The group meets every Wednesday at 12:00 noon at the Washington Athletic Club in downtown Seattle. Only one business per classification is admitted, which means membership doubles as an exclusive referral network for Seattle small business owners, contractors, and executives looking to grow through relationships, not cold outreach. Interested in Joining or Attending a Meeting? Visit https://www.seattleexecs.org to learn more about the Seattle Executives Association or to attend a weekly meeting. Special thanks to the Washington Athletic Club for the podcast space.
