Inside: Story Building and What Actually Works With John Elbing

Send us Fan MailMost brands think they’re telling great stories.Customers think otherwise.In this episode of Retail Voices, I’m joined by John Elbing, creator of the Storybuilding methodology and Chief Storybuilder Officer at Standpoint, to unpack why traditional storytelling fails — and what retail brands should do instead.John has helped hundreds of companies clarify their message, align their teams, and build narratives that actually resonate with customers. His approach flips the usual script: instead of starting with the brand, it starts with the audience.We cover:Why most brand storytelling gets ignoredThe difference between storytelling and StorybuildingHow customer perspective changes positioningThe biggest messaging mistakes retail brands makeHow narrative affects conversion, engagement, and loyaltyWhy internal alignment determines external successWhat customers expect from brands in the next 5 yearsA practical exercise leaders can implement immediatelyIf you want customers to care about your brand, not just see it, this conversation is essential.#RetailStrategy #BrandStorytelling #CustomerEngagement #RetailMarketing #RetailVoices #Retail101online #JohnElbing #standpointSupport the show