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by Rob D. Willis
Most leaders know storytelling matters. But can stories actually be strategic? On Chief Story Officer we talk to executives and thought leaders who know that the right story at the right time can shift strategy, align teams and transform businesses. Hosted by Rob D. Willis, a strategic story producer who's helped leaders at HelloFresh, Babbel, and Raisin craft compelling stories that make strategies stick, so teams live it and clients feel it. What You'll Discover: 🎯 Real world examples of stories shifting team direction, clarifying strategy or closing deals. 🧠 Strategic frameworks to think about storytelling as part of business strategy ⚡ Practical takeaways you can use in your next meeting, pitch, or all-hands 🎙️ Diverse perspectives from CEOs, strategists, and operators who've cracked the code on strategic storytelling This isn't about crafting perfect presentations or learning narrative tricks. It's about understanding how stories shape decisions, drive alignment, and create measurable business impact. Who This Is For: Chief Story Officer is built for executives, senior leaders, and strategic thinkers who know that communication is more than a soft skill. If you're responsible for: 📊 Leading teams through change and uncertainty 🎯 Communicating vision and strategy across your organisation 🤝 Building buy-in for complex initiatives 💡 Translating technical ideas into compelling direction ✨ Creating alignment where there's confusion ...then this podcast will sharpen how you lead through communication. About Your Host: Rob D. Willis is a strategic story producer who's been helping executives communicate ideas that matter since 2018. He's delivered 3,000+ presentations to 100,000 people across six continents, working with HelloFresh, Babbel, and Raisin to transform how they tell their stories. Before focusing on executive storytelling, Rob spent years as a Berlin tour guide and music producer—two disciplines that taught him what makes messages memorable and impossible to ignore. The Format: ⏱️ 30 minutes per episode 💬 Conversational and story-driven style 🎯 Focused on extracting specific lessons that made communication work in high-stakes moments
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- 4 days ago37 min
What Makes Stories Stick? Will Storr Breaks Down Connection, Identity, and Structure
Will Storr, author of The Science of Storytelling and Sunday Times bestseller, joins the show to challenge the idea that story structure alone drives connection and why identification and emotion are true game-changers.In this episode, we dig into the real science behind storytelling, why structure alone won’t make your story land, and how emotional precision beats polished frameworks every time. We unpack what makes stories persuasive, where most amateur storytellers go astray, and why showing authentic struggle connects more deeply than a slick campaign ever could.Will Storr shares the research that upends classic story structure advice, offers his practical “obstacle-struggle-goal” model, and breaks down how brands and leaders can use identification, specificity, and scene-building to move people. You’ll hear why telling the story of your audience rather than yourself unlocks real change.You’ll walk away with a new lens for seeing scenes in your own work, concrete ways to connect through language and value, and an empathy exercise that ensures your stories persuade, not just inform. Expect to rethink how you approach connection, persuasion, and the stories you tell.KEY TOPICSWhy story structure alone doesn't guarantee popularity or persuasion [03:00]Obstacle-Struggle-Goal: a simple framework for persuasive storytelling in business [09:04]The critical role of specificity and "making it a moment" in building emotionally resonant scenes [14:25]Identification and shared reality: how connection, not information, drives influence [21:37]Why seeing the world through your audience's eyes is the real secret to changing minds [34:26]GUEST BIO & LINKSWill Storr is an award-winning journalist, acclaimed ghostwriter, and bestselling author whose books include The Science of Storytelling, Selfie: How the West Because Self Obsessed and The Status Game. His writing has appeared in The Guardian, The Sunday Times, The New Yorker, and The New York Times. Will has been a leading voice on the psychology and science of narrative, helping leaders, brands, and creatives use stories to lead, motivate, and persuade.Connect with Will Storr:Website: https://www.thescienceofstorytelling.com/LinkedIn: https://www.linkedin.com/in/will-storr/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.comLinkedIn: linkedin.com/in/robdwillisInstagram: @robdwillisTikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- 2 weeks ago36 min
How Story Changes Everything Erin O'Connor on Film, Neuroscience, and Social Impact
Erin O’Connor, co-founder and co-president of the Story Incubator Writing Lab, joins the show to share how stories shift hearts, change laws, and bridge divides. A former English professor at the University of Pennsylvania turned award-winning screenwriter, Erin reveals why the right narrative can unite even the most polarised audiences.In this episode, we delve into the true power of story to bridge divides, influence public policy, and shape how we see ourselves. We examine what makes some stories ignite collective action using Dallas Buyers Club and The X-Files as case studies and why “preachy” narratives rarely bring about real-world change.Erin O’Connor, former English professor and award-winning screenwriter, reveals how immersive storytelling affects our brains, why great story always beats mere messaging, and what Dickens and Uncle Tom’s Cabin can teach modern leaders. She shares lessons from running a lab for professional screenwriters aiming to have social impact without sacrificing narrative.You’ll walk away understanding why a well-crafted story trumps statistics every time, the neuroscience behind narrative immersion, and practical steps like reading rituals to make stories land and linger in business, leadership, or life.KEY TOPICSHow Dallas Buyers Club inspired bipartisan legislation and measurable social change [02:40]Neuroscience insights: why well-shaped stories drive action and empathy [07:04]The surprising limits of "preachy" documentaries versus character-driven narratives [13:14]Practical storytelling advice for leaders: finding and telling stories that bridge divides [19:32]The enduring power of literature—how Dickens and Stowe shifted hearts and history [29:42]GUEST BIO & LINKSErin O’Connor is a screenwriter, producer, narrative strategist, and co-founder of the Story Incubator Writing Lab. A nonprofit talent incubator and micro think tank that backs screenwriters whose stories bring people together across divides. After years as an English professor at the University of Pennsylvania, Erin transitioned from academia to film, writing and producing the acclaimed feature Miss Virginia, which aired on BET and Netflix. Today, she helps experienced screenwriters harness the neuroscience of storytelling for real-world impact and leads research into how narrative shapes culture and policy.Connect with Erin O'Connor:Website: https://www.storyincubatorwritinglab.org/Substack: https://storyrulesproject.substack.com/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.comLinkedIn: linkedin.com/in/robdwillisInstagram: @robdwillisTikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Oct 9, 202644 min
When Being Yourself Becomes Your Superpower: Christian O'Connell’s Strategic Storytelling Secrets
Christian O'Connell, broadcaster, writer, and the first person in history to host the number one breakfast radio show in two different countries, joins the show to share why the messy, unscripted moments are the real gold in storytelling and connection.In this candid conversation, we dive into the messy magic of authentic storytelling, the dangers of performative connection in the age of AI, and why the best leaders drop the act to let people meet the real person beneath the title. Christian O'Connell reveals hard-won lessons from decades on the radio, interviewing icons from Mick Jagger to Jon Hamm, and the pivotal moment he realised his success was built on an avatar rather than his true self.Christian O'Connell shares the story behind his move from the UK to Melbourne, facing brutal rejection and turning it into connection through vulnerability and honest storytelling. He introduces the "woodshed", his ever-growing collection of real-life fragments and explains why charisma is ultimately about presence, not performance.You'll walk away with practical ways to find and record your own resonant stories, tips for building connection (not just credentials), and permission to be just 10% braver because the world needs less polish and more humanity.KEY TOPICSWhy trying to be perfect kills connection and how the magic is in the mess [06:32]How Christian O'Connell won over a new city by sharing honest, vulnerable stories instead of punchlines [23:08]The turmeric tea breakthrough: getting celebrities out of “interview mode” with human moments [15:18]The “woodshed” practice for capturing everyday stories before they disappear [30:12]Why energy and emotion matter more than confidence (and how 10% more enjoyment changes everything) [41:03]GUEST BIO & LINKSChristian O'Connell is a multi-award-winning broadcaster, writer, and comedian. Over a 28-year radio career, he has won 13 Radio Academy Awards in the UK and became the first person ever to top the breakfast radio charts in both the UK and Australia. Most recently with his national breakfast show based in Melbourne. Christian O'Connell is the author of UNSCRIPT: The Radical Act of Being Yourself, a guide to leaving behind the performative act and forging authentic connections through vulnerability and real conversation. His unique approach to communication and storytelling has resonated with audiences across continents, and he now mentors others in finding their true voice in a world saturated with artificiality and filtered personas.UNSCRIPT: The Radical Act of Being Yourself, Christian O'Connell (Wiley, 2026)Connect with Christian O'Connell:Website: https://christianoconnell.com/LinkedIn: https://www.linkedin.com/in/christian-o-connell-43774a64/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Sep 25, 202643 min
Storyworthy Habits: Matthew Dicks on Slowing Down Time and Finding Meaning
Matthew Dicks, author of Storyworthy & Stories Sell, joins the show to share the origin of "Homework for Life" and why most people erase the best moments of their own lives without realising it.In this episode, we delve into the power of personal storytelling in business, why a single rehearsed narrative won't cut it, and how the right story can make time slow down, bring teams together, and turn any moment no matter how ordinary into something unforgettable.Matthew Dicks shares the origins of his celebrated “Homework for Life” practice, the surprising secrets behind his storytelling spreadsheet, and how authentic stories told through your personal lens outperform anything scripted. You’ll hear how creating a culture of storytelling can unlock hidden memories, reveal what your company truly stands for, and move people to action.You’ll walk away with a simple daily habit to harvest story-worthy moments, practical tips for finding your best material, and the mindset shift that will help you capture, craft, and share stories that actually land wherever you happen to be.KEY TOPICSThe origins of Homework for Life and how it solves the problem of running out of stories to tell 01:39How daily story journaling changes your relationship with time and helps reclaim lost memories 06:14Why business storytelling requires personal stories and constant "reps" to build trust and connection 13:01The crucial difference between reporting and storytelling: structuring customer stories around change, not events 24:39Building a storytelling culture—why authentic, personal delivery always beats company speak 28:40GUEST BIO & LINKSMatthew Dicks is an author, renowned storyteller, and the man behind "Homework for Life," the habit-forming exercise recommended by leaders and experts worldwide. A 10-time Moth GrandSLAM champion with 64 Story Slam wins, Matthew Dicks spent 27 years as an elementary school teacher while quietly becoming one of the world’s most decorated storytellers. He now teaches the craft at Amazon, Google, Salesforce, Harvard, Yale, MIT, and the World Bank, helping people at every level unlock storyworthy moments from daily life. His books include Storyworthy & Stories Sell, and his work reveals how storytelling can slow down time, build connection, and transform businesses.Connect with Matthew Dicks:Website: https://matthewdicks.com/speaking/LinkedIn: https://www.linkedin.com/in/matthew-dicks-storyworthy/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Sep 11, 202632 min
Controlling Your Online Narrative: Jason Barnard on Storytelling for Google and AI
Jason Barnard, founder of Kalicube and inventor of the Kalicube Framework, joins the show to reveal why the story machines repeat about you online rarely matches the story you want to tell and how to fix it.In this episode, we dive into the little-known world of storytelling for machines, why the first audience for your personal brand is no longer a person, but AI. From entity homes and online ambiguity to how Google or ChatGPT decides which “you” to present, Rob and Jason unpack the new rules for making your narrative machine-readable.Jason Barnard reveals how leaders can wrangle their sprawling digital histories, reframe their “blue dog moments,” and strategically manage their multifaceted stories so AI lands on the right headline. He shares practical frameworks for clarifying your message, structuring your About page, and turning corroboration into your secret weapon.Listen in and you’ll discover why third-person bios matter, how to spot and fix narrative drift, and a step-by-step action plan that puts you, not the algorithm, in the driver’s seat. If you want the strategy behind being known for what you choose, this one’s essential.KEY TOPICSWhy your online narrative is only as strong as its consistency across every platform [00:09]Building an "entity home" to guide AI's understanding of who you are and what you do [02:28]The three-part process: claim, corroboration, and proof for strengthening your digital reputation [20:46]How to reframe past careers so they support your current story (and avoid becoming "the blue dog") [26:36]The first step for every leader: secure your own domain and create an About page that aligns your story [30:16]GUEST BIO & LINKSJason Barnard is an entrepreneur, keynote speaker, author, and award-winning digital marketing innovator. Known as the "Brand SERP guy", he coined the term "Answer Engine Optimisation" in 2017 and now leads a platform that tracks 25 billion data points across 73 million brand profiles. With over 14 years’ experience in shaping how AI understands and repeats personal brands, he helps entrepreneurs and businesses control their narrative across the web so Google and ChatGPT get it right, every time.Connect with Jason Barnard:Website: https://kalicube.com/LinkedIn: https://www.linkedin.com/in/jasonmbarnard/Free AI Audit: https://diagnosis.kalicube.pro/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Aug 28, 202635 min
Why Your Story Isn’t What Your Audience Hears with Kendall Haven
Kendall Haven, narrative influence architect and author of StoryProof and StorySmart, joins the show to uncover why it’s not the story you tell that matters, it’s the one your audience creates for themselves.In this episode, we dive into the science behind why the only story that matters is the one your audience builds in their own mind, and how the best communicators shift from speaker-centric to audience-centric storytelling. We break down the moments when words alone fail, and how unexpected interpretations can trigger reactions you never intended, whether you’re announcing a new strategy, persuading for change, or simply trying to get a process adopted.Kendall Haven reveals the eight levers you can pull to ensure your story lands focusing on character, motive, conflict, risk, and more, backed by decades of research with everyone from NASA to the World Bank. He shares his practical process for identifying your true target audience, unpicking their real blockers, and engineering stories that move them to action (or intentional inaction).You'll discover why emotion is the driver of influence, how to road-test your message with the "green VW" experiment, and a repeatable toolkit for ensuring your stories are remembered, not just heard.GUEST BIO & LINKSKendall Haven is a narrative influence architect, author, and distinguished visiting scholar at Stanford. For two decades, he’s led the research effort for the National Storytelling Association and the International Storytelling Center, and his books, StoryProof and StorySmart, gather evidence from 16 fields of science to prove that the human brain is physically wired for story. Trusted by organisations like NASA, the World Bank, Boeing, and Aramco, Kendall Haven designs stories that shape minds, shift behaviour, and make strategy stick.Connect with Guest’s Name:Website: https://www.kendallhaven.com/LinkedIn: https://www.linkedin.com/in/kendall-haven-7390b73/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Aug 14, 202636 min
Shaping Storytelling as a Strategic Business Function with Elliott Rayner
Elliott Rayner, Fractional Head of Storytelling and creator of The Story Cohort, joins the podcast to explain why a truly strategic narrative is less about individual creativity and more about aligning every voice in the company around a core message.In this episode, we dig into why storytelling is moving from a personal skill to a vital company function, what “head of storytelling” roles actually mean in today’s market, and how alignment rather than creativity can be the difference between a brand that cuts through and one that fades away.Elliott Rayner shares the patterns emerging from new storytelling job descriptions, a step-by-step process for creating narrative alignment across teams, and a real-world example of transforming a tech product’s chaos of messages into a single narrative everyone could own. He also unpacks how AI can help expose gaps in a company’s story, but only if you know where to shine the torch.You’ll leave with three deceptively simple questions to test your company’s narrative alignment, a concrete method for measuring where your team stands, and the practical next steps to get every colleague telling the same compelling story.GUEST BIO & LINKSElliott Rayner is a Fractional Head of Storytelling, product marketing strategist, author, and creator of The Story Cohort. With over a decade leading product narratives for global brands like Adidas, ASICS, Babbel and ARION, he now helps teams translate complex technology into stories anyone can tell (and everyone remembers). His book "The Story Engine" and "The State of Storytelling 2026" detail the rise of storytelling as an official business function, and his frameworks have guided Olympic campaigns and tech launches alike. Elliott Rayner leads workshops and a live cohort programme designed to help leaders, marketers, and founders turn scattered ideas into a single, company-defining narrative.Connect with Guest’s Name:Website: https://www.productnarratives.com/LinkedIn: https://www.linkedin.com/in/elliottrayner/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
- Jul 31, 202633 min
Why Simple Stories Win: Philipp Humm on Speaking for Impact
Philipp Humm, founder of StoryLab and bestselling author, joins the show to break down the art and science of connecting with an audience, whether you’re in the boardroom or on the open mic stage.In this episode, we break down what makes charismatic storytellers so compelling and why even the stories that “lead nowhere” can hook any audience. Rob and Philipp Humm dissect iconic moments from Matt Damon and Barack Obama, uncovering the hidden techniques behind anticipation, visual language, and tension.Philipp Humm reveals his daily “homework for life” journaling practice, the art of storytelling compression, and his go-to framework Place, Action, Speech, Thoughts for bringing stories to life in meetings, pitches, or on stage. He lifts the curtain on his personal story bank, detailing how to mine everyday moments and improvise unforgettable narratives.You’ll walk away with a blueprint for building your own library of stories, practical tips for adding scene and emotion, and a method for transforming mundane experiences into business gold. Connection, not perfection, is the currency and you’ll have the tools to spend it.GUEST BIO & LINKSPhilipp Humm is a storytelling and communication expert, author, and founder of StoryLab. Drawing on his experience at Columbia Business School, Uber, and Bain, as well as his time performing on Amsterdam’s open mic circuit, Philipp helps leaders translate complex ideas into simple, powerful stories. His bestselling books, Storytelling for Business, The StorySelling Method, and Public Speaking With Confidence have made him a trusted voice for millions on YouTube, LinkedIn, and Instagram. Philipp’s mission: make storytelling practical and accessible for every professional who wants their message to stick.Connect with Philipp Humm:Website: https://storylab.co/LinkedIn: https://www.linkedin.com/in/philipphumm/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.
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About Chief Story Officer
Most leaders know storytelling matters. But can stories actually be strategic? On Chief Story Officer we talk to executives and thought leaders who know that the right story at the right time can shift strategy, align teams and transform businesses. Hosted by Rob D. Willis, a strategic story producer who's helped leaders at HelloFresh, Babbel, and Raisin craft compelling stories that make strategies stick, so teams live it and clients feel it. What You'll Discover: 🎯 Real world examples of stories shifting team direction, clarifying strategy or closing deals. 🧠 Strategic frameworks to think about storytelling as part of business strategy ⚡ Practical takeaways you can use in your next meeting, pitch, or all-hands 🎙️ Diverse perspectives from CEOs, strategists, and operators who've cracked the code on strategic storytelling This isn't about crafting perfect presentations or learning narrative tricks. It's about understanding how stories shape decisions, drive alignment, and create measurable business impact. Who This Is For: Chief Story Officer is built for executives, senior leaders, and strategic thinkers who know that communication is more than a soft skill. If you're responsible for: 📊 Leading teams through change and uncertainty 🎯 Communicating vision and strategy across your organisation 🤝 Building buy-in for complex initiatives 💡 Translating technical ideas into compelling direction ✨ Creating alignment where there's confusion ...then this podcast will sharpen how you lead through communication. About Your Host: Rob D. Willis is a strategic story producer who's been helping executives communicate ideas that matter since 2018. He's delivered 3,000+ presentations to 100,000 people across six continents, working with HelloFresh, Babbel, and Raisin to transform how they tell their stories. Before focusing on executive storytelling, Rob spent years as a Berlin tour guide and music producer—two disciplines that taught him what makes messages memorable and impossible to ignore. The Format: ⏱️ 30 minutes per episode 💬 Conversational and story-driven style 🎯 Focused on extracting specific lessons that made communication work in high-stakes moments
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