Duct Tape Marketing

Business storytelling helps leaders build trust, strengthen connection, and turn ideas into action when facts alone aren't enough. Don Yaeger, author of The Business of Storytelling, explains why the most memorable stories are human, how to find the deeper story behind what your business does, and why storytelling can create a real competitive advantage. He shares the core stories every business should be able to tell—from its origin to the customers and employees who bring its values to life. For business owners, marketers, salespeople, and leaders, better storytelling can make it easier to connect with people, communicate what matters, and drive results. 00:00 Introduction 01:07 What Makes a Great Story in the Age of AI 03:21 How to Get the Real Story From Anyone 05:11 How to Research Anyone Before an Interview 07:30 Why Storytelling Is a Business Superpower 10:26 The Universal Truths of Great Storytelling 14:55 Why Personal Stories Build Stronger Connections 16:55 3 Stories Every Business Needs to Tell 19: