In this episode of the Innovation Storytellers Show, I sit down with John Elbing, Business Storytelling Strategist and founder of Standpoint, for a thoughtful conversation on how organizations can tell stronger innovation stories by shifting perspective outward. This interview is the second in The Storytellers Series, where I invite other storytellers I deeply admire, people who bring their own lenses, frameworks, and lived experience to the craft of story.
John introduces his Story Building Method, a three-stage framework built around recognition, perception, and projection. He explains why compelling stories help customers recognize themselves first, understand where a brand fits second, and finally imagine what life looks like after engaging with a product or service. Throughout the discussion, John emphasizes that storytelling works best when it allows customers to see themselves as the hero of the narrative rather than being positioned as an audience to a company’s internal achievements.
The conversation also explores why narrowing focus can actually expand impact. John challenges the overuse of demographic personas and argues for building stories around aspirations and challenges instead. By targeting what people are trying to achieve or overcome, organizations can connect with audiences that may look very different on the surface but share the same underlying motivations. Susan and John unpack real-world examples from consumer brands, B2B software, and even nonprofit work to show how this approach changes clarity, positioning, and engagement.
They also address common storytelling mistakes, from overreliance on clever language to feature-heavy messaging that misses emotional relevance. John makes a strong case for clarity over cleverness and explains why the most effective brand stories are the ones that make customers feel seen, understood, and supported. The episode closes with John sharing how listeners can continue the conversation through his book, Story Building, and offering a complimentary 45-minute pre-call consultation for those looking to sharpen their own innovation story.
Name: John Elbing
Title: Business Storytelling Strategist
Company: Standpoint
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John Elbing is a business storytelling consultant and the creator of the Storybuilding method. He helps organizations flip the script by building their brand story from the customer’s standpoint rather than from inside the organization. He works with leadership and marketing teams to align messaging, sharpen positioning, and make marketing decisions easier. He is the bestselling author of Storybuilding, a practical book that gives teams clear tools to create stories that truly resonate.