Inside: Story Building and What Actually Works With John Elbing

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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 Storybuilding methodology and Chief Storybuilder 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 Storybuilding
• 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.

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