{"podcast":{"title":"Innovation Storytellers","slug":"innovation-storytellers-3701797","podcast_index_feed_id":3701797,"rss_url":"https://innovationstorytellers.libsyn.com/rss","website_url":"https://susanlindner.com/","image_url":"https://static.libsyn.com/p/assets/a/7/5/5/a755d4cc9a3cd33116c3140a3186d450/Cover-InnovationStories_1.jpg","author":"Susan Lindner","episode_count":100,"summary":"Did you ever wonder how an innovation got to its finish line? How innovators saw the future, made a product, and created change – in our world and in their companies? I did. Innovation Storytellers invites changemakers to describe how they created their innovation and just as important – THE STORIES – that made us fall in love with them. Come learn how great innovations need great stories to make them move around the world and how to become a better storyteller in the process. I'm Susan Lindner, the Innovation Storyteller. But I wasn't always. I've been a wannabe revolutionary, an epidemiologist at the CDC and an AIDS educator in the brothels of Thailand helping to turn former sex workers into entrepreneurs. Trained as an anthropologist and the Founder of Emerging Media, I've spent the last twenty years working with innovators from 60+ countries. Ranging from cutting edge startups to Fortune 100 companies like GE, Corning, Citi, Olayan, and nine foreign governments, helping their leaders to tell their stories and teaching them how to become incredible advocates for their innovations. Great innovation stories make change possible. They let us step into a future we can't see yet. I…","last_synced_at":"2026-06-16T14:17:09.638531+00:00","page_url":"https://stenobird.com/podcast/innovation-storytellers-3701797"},"episode":{"title":"244: What's Your Storybuilding Process?","slug":"244-what-s-your-storybuilding-process","published_at":"2026-02-03T05:00:00+00:00","page_url":"https://stenobird.com/podcast/innovation-storytellers-3701797/244-what-s-your-storybuilding-process","show_page_url":"https://stenobird.com/podcast/innovation-storytellers-3701797","url":"https://innovationstorytellers.com/podcasts/","audio_url":"https://traffic.libsyn.com/secure/innovationstorytellers/Feb_3.mp3?dest-id=2720171","summary":"In this episode of the Innovation Storytellers Show, I sit down with John Elbing, Business Storytelling Strategist and founder of Standpoint, for a thoughtful conversation on how organizations can tell stronger innovation stories by shifting perspective outward. This interview is the second in The Storytellers Series, where I invite other storytellers I deeply admire, people who bring their own lenses, frameworks, and lived experience to the craft of story. John introduces his Story Building Method, a three-stage framework built around recognition, perception, and projection. He explains why compelling stories help customers recognize themselves first, understand where a brand fits second, and finally imagine what life looks like after engaging with a product or service. Throughout the discussion, John emphasizes that storytelling works best when it allows customers to see themselves as the hero of the narrative rather than being positioned as an audience to a company's internal achievements. The conversation also explores why narrowing focus can actually expand impact. John challenges the overuse of demographic personas and argues for building stories around aspirations and challenges instead. By targeting what people are trying to achieve or overcome, organizations can connect with audiences that may look very different on the surface but share the same underlying motivations. Susan and John unpack real-world examples from consumer brands, B2B software, and even nonprofit work to show how this approach changes clarity, positioning, and engagement. They also address common storytelling mistakes, from overreliance on clever language to feature-heavy messaging that misses emotional relevance. John makes a strong case for clarity over cleverness and explains why the most…","meta_description":"In this episode of the Innovation Storytellers Show, I sit down with John Elbing, Business Storytelling Strategist and founder of Standpoint, for a though…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1879,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/innovation-storytellers-3701797/episodes/244-what-s-your-storybuilding-process/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/innovation-storytellers-3701797/244-what-s-your-storybuilding-process.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}