Coach Dan W. is committed to his goal of helping women and veterans in business more clearly communicate their purposes, so they can build more meaningful connections with their audiences. He wants to help them develop and tell their stories, so they can help their customers more. His idea is that by leading with storytelling, business leaders are able to build deeper and stronger connections with their audiences.
During the interview, Dan discusses how this marketing strategy goes against the grain of “bullet point” marketing where businesses outline points A, B, and C of why they are the best choice for customers and focus more on storytelling to engage their audiences. He bases his approach on more than 2,000 years of societal storytelling and quotes Donald Miller, stating, “Every brain is designed to engage in stories.” That’s how people tend to remember events that happen in their lives and process the information around them.