Episode
Brand Stories from the Customer’s Point of View, with John Elbing, author of STORYBUILDING
- Podcast
- Your World of Creativity
- Published
- Jun 29, 2026
- Duration seconds
- 1292
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Summary
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…