In today’s competitive marketplace, it’s not the best ideas that win—it’s the best stories. This week on A New Direction, I sit down with strategist and author Gavin McMahon to discuss his powerful new book, Story Business: Why Stories Rule the World and How They Can Reinvent Your Business. Gavin reveals why every leader, CEO, and sales professional must learn the language of storytelling if they want to inspire, influence, and ignite action.

We’ll explore the 6 essential genres of business storytelling—Value, Product, Brand, Sales, Leadership, and Culture—and how each one can transform the way you communicate and connect. Whether you’re pitching an idea, leading a team, or building a brand, mastering these six stories can elevate your message from informative to unforgettable.

Gavin will share practical insights on turning complexity into clarity, data into drama, and strategy into stories that stick. You’ll learn why simplicity is a competitive edge, how to make your message “retellable,” and what separates a leader who speaks from one who truly connects. By the end of this episode, you’ll understand how storytelling drives alignment, motivation, and measurable results—because when people believe the story, they believe in the mission.

Join Gavin McMahon and me, Coach Jay on A New Direction. Discover how these six stories can help you inspire your team, elevate your influence, and lead your business in a whole new direction.

Gavin McMahon’s book, Story Business: Why Stories Rule the World and How They Can Reinvent Your Business” is a mind bender of a book.  Hold on to your brains folks, because this book is going to challenge the way you think about every presentation, every intereaction, and every piece of marketing you do in your business.

The fact is…the stories matter!  Here is the big fact: Our brains are wired for stories.  Just think about it for a second.  What is your favorite movie?  Got it?  Why is it your favorite?  There is something about the story, right?  Well what if we apply the same principles to every avenue of your business?  And that is exactly what Gavin McMahon does in “Story Business“.  He pulls the elements of great storytelling and makes it applicable to you regardless of size of business or budget.

Many powerful things in the book, but the first one that stands out is the Motive Triangle:  Hope, Fear, and Reason.  The fact is we don’t make our decisions rationally.  Here is the key: Emotions create action. Reason creates rationalization.  If you want people to move you have to connect to emotion…and when you can oppose hope and fear…you have a recipe for success!

Secondly, The Six Genres of Storytelling are extremely powerful: Value Storytelling, Brand Storytelling, Product Story Telling, Sales Storytelling, Leader Storytelling, and Culture Storytelling opens up our minds to worlds and possibilities that I certainly had not thought of before until I read the book.

I think Story Business is a must read for everyone.  Check it out by clicking: Story Business

Please reach out and thank the financial sponsors of A New Direction:

If you’re an author or narrator looking to produce high-quality audiobooks with ease, Zoundy is the ultimate tool you need. Designed specifically for audiobook creation, Zoundy delivers crystal-clear sound, seamless editing capabilities, and professional-grade production tools—all in one intuitive platform. Whether you’re recording your own book or refining your narration, Zoundy ensures every word is heard with perfection.

And here’s the best part: As a listener of A New Direction, you get an exclusive deal! Head over to zoundy.com/jay and use the code JAY25 at checkout to unlock special savings on your audiobook production. Don’t settle for anything less than studio-quality sound—power up your audiobook journey today with Zoundy!

Linda Craft Team, REALTORS®, for more than 40 years they have created relationships that last a life time.

That is why when it comes to real estate they are known as the “legends of customer service”.

They know that your home is personal.  It’s part of a life transition and it is part of your legacy of life.

And over the years they have been perfecting their service and skills to help reduce the stress out of buying and selling your home as well as helping thousands of others.

The Linda Craft Team would love to get to know you so that they can help you sell your home in the way it should be sold, and help you buy the home to start your next chapter of life.  Click on over to www.LindaCraft.com

You’ve built a solid career. You’ve hit the numbers, earned the title, and checked every box that was supposed to mean success. But lately, something feels… off. You’re performing, but not progressing. Winning, but not fulfilled. That voice in the back of your mind keeps saying, “There’s another level.” It’s not dissatisfaction — it’s awareness. The best leaders I know don’t settle; they evolve. And the moment you start asking, “What’s next?”—that’s where real growth begins.

The truth? High achievers hit ceilings not because they lack skill or drive, but because mindset quietly becomes the limiter. We get trapped by our own patterns, logic, and success stories. It’s easy to mistake momentum for mastery. But the world is shifting faster than your old playbook can handle, and staying where you are—mentally or professionally—is the most dangerous risk you’ll ever take. The uncomfortable question isn’t “Can you do more?” It’s “Will you?”

That’s where I come in. At Coaching Mavericks, I work with leaders and sales pros who have already proven they can perform—but are ready to think, lead, and live on a different level. Together, we uncover blind spots, reframe obstacles, and build the clarity, confidence, and consistency that separate the good from the extraordinary. You won’t get motivational fluff. You’ll get straight talk, real psychology, and results that move the needle.

If you’ve achieved what others admire but still feel there’s more inside you—there is. Don’t let comfort become your ceiling. Reach out to me directly at [email protected] or visit CoachingMavericks.com. The next level of your leadership, your performance, and your life is waiting. Let’s get to work.

Hey book lovers!  Would you rather read or listen to a book?  Well, here is your chance to listen to books and a FREE 30-day trial.

I use Audible and I love it!  I believe you will too.

Now you can get your FREE 30-day trial and other discounts by using going to www.audibletrial.com/AND