Tom discusses the crucial goal of every business: making sales. He emphasizes the need to bridge the gap between the business and its target market to achieve this goal. Tom acknowledges that people often don't make purchasing decisions upon their first encounter with a product or service, emphasizing the 'know/like/trust/try/buy' process.

To close this gap, Tom suggests using storytelling, which is increasingly used in advertising. He highlights the power of stories in capturing attention, influencing, and transforming audiences. Tom mentions Kindra Hall's book 'Stories That Stick' and focuses on one type of story in this episode: the Founder's Story.

Before delving into the Founder's Story, Tom discusses the components of a great story, including an identifiable character, authentic emotion, a significant moment, and specific human details. In the context of selling products and services, the Founder's Story is used to establish credibility without coming across as bragging.

As an example, Tom shares the long version of his Founder's Story in the episode.

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