The #1 Mistake Founders Make in Marketing (And How to Fix It)

In today’s crowded digital world, attention is everywhere — but connection is rare.In this episode of How to Make it in Toronto, we sit down with John Elbing, Chief Storybuilder Officer and creator of the Storybuilding methodology, to break down how founders and entrepreneurs can build brands that actually connect, convert, and grow.With experience coaching over 150 startups and companies, John shares why most businesses get storytelling wrong — and how shifting your focus from your story to your customer’s story can completely transform your marketing.We dive into:The 3-step framework every customer goes through before buyingWhy niching down is the fastest way to growThe difference between attention vs. real engagementCommon storytelling mistakes founders makeHow to create messaging that drives emotion, trust, and actionIf you’re an entrepreneur, content creator, or business professional looking to stand out in a competitive market, this episode will give you practical tools to refine your message and grow your brand.🎯 Whether you're building a startup, scaling a business, or growing a personal brand — this conversation will change how you think about marketing.Connect with John:Website: standpoint.chLinkedin: linkedin.com/in/elbing