What makes someone stop, listen, and ultimately buy from you? Is it the specs, the price, or is it the story behind the product? In this episode, marketing leader Michael Cheek dives into why storytelling is the key to emotional buying decisions, even in technical, B2B industries. 

From flooring and flame-resistant fabrics to firefighter breathing technology, he’s mastered the art of transforming complex products into compelling narratives that resonate with buyers and end users alike.

With over 20 years of experience, Michael Cheek is a visionary marketing executive who has turned strategy into execution and storytelling into market leadership. Known for his ability to translate market intelligence into revenue-driving plans and award-winning omnichannel campaigns, he has built immersive brand experiences that inspire loyal and measurable growth. 

Passionate about brand clarity, sales enablement, and strategic agility, Michael continues to shape B2B marketing across safety equipment, technical fabrics, and industrial manufacturing. 

In this conversation, Michael shares how bold, outside-the-box campaigns, like building immersive trade show “towns” and qualifying leaders' thorough hands-on experiences, shifted brand perspective and elevated Dräger from a quiet player to a market leader. 

He also hones in on the importance of aligning internal teams, instilling trust, and pacing change in a way that keeps sales engaged while also laying the groundwork for long-term growth. His “varsity level marketing” approach challenges leaders to balance the dual mindset of driving results today while preparing the brand for further growth. 

CHAPTERS:

00:00 Introduction to Storytelling in Marketing

01:04 Michael Cheek's Career Journey

02:22 Transition to Marketing and First Major Role

03:33 Innovative Marketing Strategies in the Flooring Industry

07:25 Disruptive Campaigns and Wild Ideas

09:05 Marketing Flame Resistant Fabrics

11:04 Challenges and Strategies at Dräger

16:41 Creating Impactful Trade Show Experiences

28:55 Working with Pennebaker for Marketing Outside of the Box

36:00 Advice for Navigating Change in Marketing

37:00 Finding Space to Create an Environment of Trust

39:20 Getting Alignment with Throughout Your Organization

43:41 Conclusion and Final Thoughts

Topics Discussed: 

• Why storytelling drives emotional buying decisions 
• Creating marketing experiences that qualify leads, not just attract them
• Qualities of a successful agency and how they help future-proof your marketing
• Instilling trust within your team and building a strong coalition alignment 
• Thinking outside of the box and leading with bold, innovative moves 
• Varsity-Level Marketing: Why marketers need to balance the Now and the Next

Connect with Michael Cheek: 

• LinkedIn: https://www.linkedin.com/in/michaelcheek/ 

About Rethink Change:

When growth is stagnant, culture’s a mess, the brand’s adrift, and the board wants miracles by Monday, Pennebaker’s podcast, Rethink Change, is where innovators and disruptors go for clarity.

Hosted by Founder Ward Pennebaker and President Matt Pennebaker, this podcast delivers sharp insights from battle-tested leaders who’ve navigated chaos and turned challenge into momentum. You’ll hear from executives from startups to global behemoths, from a wide range of industries. No fluff. All results. These conversations reveal what actually works, enabling you to think differently and act smarter.

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• Website: https://www.pennebaker.com/podcast
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