Communications Marketing Podcast Presenting

The Business of Business Storytelling

Dear Enthusiasts of the Future,

Welcome back to Next Future Today, with your host, Dan Keldsen.

Welcome back to “Next Future Today,” the go-to podcast for career insights and forward-thinking ideas. I’m your host, Dan Keldsen, and in today’s episode titled “The Business of Business Storytelling,” we dive deeper into the waters of storytelling for business.

With over two decades of expertise, Patti Sanchez is a master at using storytelling to engage and persuade diverse audiences for various business purposes. From the importance of storytelling in enhancing brand affinity and internal culture at mega-brands like Nike to the strategic use of storytelling to overcome customer objections and resistance to change, Patti unpacks how storytelling is pivotal at every stage of the customer journey. Whether you’re looking to refine your business communication or seeking fresh ways to pitch to potential investors, this episode is packed with actionable insights.

Join us as we explore how to use the traditional three-act structure in storytelling to craft compelling narratives that captivate and motivate, the challenges of change and how stories can be a transformative tool to address them. Don’t miss out as Patti shares her valuable perspective on not just the how of storytelling, but the critical whys behind it.

So, tune in, as we learn to transform the ordinary into the extraordinary through the power of storytelling.

00:00 Interview about storytelling in business and communication.
06:27 Using stories in business communication builds trust.
09:06 Internal vs External focus in business storytelling.
11:30 Many companies value internal storytelling expertise.
17:03 Interview process to understand customer’s journey.
18:36 Tech startups overhyped, struggle with initial success.
22:50 Marketing funnels guide content for specific audiences.
24:40 Legacy systems broken, need for automation explained.
28:06 Understanding people is key to driving change.
30:54 Writing fictional stories helps visualize and plan future.

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Find out more about Dan and Patti:

Dan Keldsen –
Next Future Today –

Patti Sanchez –