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In this conversation with Lorraine Ball on the More Than a Few Words podcast, John Elbing explores the difference between storytelling and what he calls Storybuilding. Rather than polishing a company’s story with clever techniques, Storybuilding begins by asking a more fundamental question: which story should a company tell in the first place. The answer, he argues, is the customer’s story.
John explains the three psychological steps people go through when they encounter a brand for the first time: recognition, perception, and projection. First, customers must recognize themselves in the story and feel that the brand is meant for them. Then they form a perception of what the company does, how it is different, and where it fits among alternatives. Finally, they project themselves into the future, imagining what their experience will be like and how their life will improve.
The conversation also touches on the practical tools behind the method, including visual canvases that help teams analyze their customers, identify trigger moments, and craft a narrative that works across websites, presentations, and everyday conversations. By shifting the focus from “what we do” to “how we help customers succeed,” Storybuilding helps organizations create stories that resonate more naturally and lead to stronger engagement.
Moments from the conversation
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