Stop the Feature Dump: How Transformational Storytelling Drives B2B Revenue | John Elbing

"You're not the hero of the story. Your customer is. And you're just there to help them." — John ElbingIf your marketing leads with what you do, how long you've been doing it, and all the features you've packed in — you're telling the wrong story. John Elbing, business storytelling consultant and creator of the Story Building Method, joins Karl to break down why most companies unknowingly make themselves the hero of a story their customers were never invited into — and what to do instead.From a Swiss garden shears brand that developed such a cult following customers were getting tattoos of the logo, to B2B SaaS companies drowning in feature dumps, John's framework shows how the moment you tell your customer's story instead of your own, everything — positioning, conversion, loyalty, and product development — changes.What you'll walk away with:Why "storytelling" has become a buzzword that misses the point — and what "story building" actually meansThe three-step customer journey (Recognition, Perception, Projection) that most companies skip — and why it's costing them conversionsHow calling your customers "users" is quietly dehumanizing your relationships and weakening your brandWhy making your company the hero of your story accidentally turns your customer into the victimThe real reason your competitor wins deals even when your product is better — and how story fixes itHow one company's 80-year-old product opened an entirely new market just by understanding why people actually bought it#H2H #RelationshipDrivenGrowth #B2BRelationships #StartupLeadership #ClientRetention===You can connect with John Elbing here:www.standpoint.chYou can connect with Karl Pontau here:www.thehumanconnectionpodcast.comhttps://www.linkedin.com/in/kpontauhttps://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1Please like, subscribe, and share this episode with somebody you care about!