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In this conversation, John Elbing explores why the best business stories are built from the customer’s standpoint, not the company’s. He explains how Storybuilding helps brands move beyond describing what they do and start showing customers that they are seen, understood, and supported.
The discussion touches on customer empathy, the courage to face rejection, and the surprising value of seeing situations from another person’s perspective. John shares how experiences such as conflict avoidance, experimentation, and asking for “no” can become tools for deeper understanding, clearer positioning, and stronger communication.
The episode is a practical reminder that effective storytelling is not about performing better. It is about listening better, shifting perspective, and building a story that helps the right people recognize themselves.
Moments from the conversation
Flip the script: tell your customer’s story effectively
Ask for no: the power of rejection therapy
From conflict aversion to customer empathy superpower
