# Building Real Stories from the Ground Up – with Joan Cetera

Page: https://stenobird.com/podcast/giant-stories-7040514/building-real-stories-from-the-ground-up-with-joan-cetera
Text version: https://stenobird.com/podcast/giant-stories-7040514/building-real-stories-from-the-ground-up-with-joan-cetera.md
Podcast: [Giant Stories](https://stenobird.com/podcast/giant-stories-7040514)
Published: 2024-10-30T11:00:00+00:00
Episode link: https://mgln.ai/e/211/traffic.megaphone.fm/AIRWV2851942369.mp3?updated=1742494700
Audio file: https://mgln.ai/e/211/traffic.megaphone.fm/AIRWV2851942369.mp3?updated=1742494700
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JSON: https://stenobird.com/v1/public/podcasts/giant-stories-7040514/episodes/building-real-stories-from-the-ground-up-with-joan-cetera
Duration seconds: 2030

## Resource

In this episode, Joan shares with John Kiker, president of Medium Giant: How she parlayed her experience from highly palatable food at Frito-Lay to heavy-duty machinery at Caterpillar How Caterpillar’s brand story has built a name for itself in our culture — right down to actor Ryan Gosling’s cap in The Fall Guy Why a compelling “story arc” is essential for good brand storytelling Why it’s important to get employees excited about their company’s story — and how to do it Why homing in on humor and moments of joy can be a game changer in storytelling Learn more about your ad choices. Visit podcastchoices.com/adchoices

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## Transcript

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