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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 to compose the company’s story from their customers’ standpoint.
