Welcome back to Your World of Creativity, where we travel the globe talking with creative professionals who turn ideas into impact.
Today, we’re stamping our creative passport in Geneva, Switzerland to talk about the power of story — specifically, how organizations can transform their messaging when they stop talking about themselves and start seeing the world through the eyes of their customers.
Our guest is John Elbing, business storytelling consultant, founder of Standpoint, and creator of the Storybuilding method.
https://standpoint.ch
https://linkedin.com/in/elbing
John helps organizations flip the script by building brand stories from the customer’s perspective rather than from inside the organization. His work helps leadership and marketing teams sharpen positioning, align messaging, and simplify marketing decisions.
He’s also the author of the international bestselling book Storybuilding.
- Why Most Brand Stories Miss the Mark
John, many companies think they already have a strong story — but often that story is centered on themselves instead of the customer.
What’s the biggest mistake organizations make when they build their messaging from the inside out instead of from the customer’s perspective?
And how does that shift in perspective change the way a brand connects emotionally with people?
- The Storybuilding Method
You created the Storybuilding method as a practical framework for organizations.
Walk us through the core idea behind Storybuilding.
How do you help leadership and marketing teams move from simply “telling a story” to actually building one that shapes alignment, positioning, and growth?
- Story as a Tool for Team Alignment
One thing I find fascinating in your work is that storytelling isn’t just external marketing — it becomes an internal alignment tool.
How does a shared story help teams make clearer decisions about branding, marketing, and even company direction?
Have you seen organizations transform simply because they finally got everyone speaking the same narrative language?
- Emotion, Perception, and Being Remembered
You often talk about how brands should focus not only on what they do, but how they are seen and felt by their audience.
Why is emotional perception such an important part of storytelling today? (You’ll enjoy the personal story about the artwork on John’s wall.)
And what can businesses do to create stories that people actually remember — and respond to?
- Flipping the Script on Your Own Story
For entrepreneurs, consultants, and creatives listening today, many are deeply attached to their own story and expertise.
What advice would you give someone who needs to flip the script and start seeing their brand from the audience’s standpoint instead of their own? John shares an idea he calls “trigger moments.” And what tends to happen when they finally make that shift?
John, if listeners walk away with just one insight about storytelling and brand positioning, what would you most want them to remember?
If you enjoyed this episode, subscribe, share it with a colleague or creative friend, and leave us a review.
And remember: sometimes the most powerful shift in creativity happens when you stop asking, “What do we want to say?” and start asking, “What does our audience need to feel?”
