In this week’s episode, Mark Pinsent goes behind the scenes of the creation of the periodic table for business storytelling with his creator, Lou Hoffman CEO of The Hoffman Agency.

If you want to understand why some elements in this periodic table for business storytelling have strange names such as sausage-making, failure, atomised content or drama, and if you’re eager to know the best way to approach The Wall Street Journal, grab your headphones and give it a listen!