Storytelling is easy to talk about—and hard to do well. On this episode of On Brand, I’m joined by John Elbing, Chief Storybuilder Officer at Standpoint, to unpack how his Storybuilding approach helps startups and brands clarify their value, sharpen their pitch, and actually connect—with a framework so effective it’s now a #1 international bestselling book.

What You’ll Learn in This Episode

Why most brands jump to storytelling tactics before they understand the story they should be telling

How recognition, perception, and projection shape whether people connect with your brand

Why customer standpoint matters more than founder backstory

How structure can unlock creativity instead of killing it

A simple way leaders can improve their story starting this week

Episode Chapters

(00:00) Intro

(01:15) Why storytelling became a buzzword

(02:50) Storytelling vs storybuilding

(04:00) Coaching startups to find focus and alignment

(07:30) Why the customer—not the founder—is the hero

(08:05) Recognition, perception, and projection explained

(16:00) Aspirations, problems, and emotional contrast

(21:30) One practical fix leaders can make today

(24:00) A brand that made John smile

About John Elbing

John Elbing is the Chief Storybuilder Officer at Standpoint and a leading authority on Business Storytelling for startups and growth-focused organizations. With a background spanning computer science, finance, digital marketing, and entrepreneurship, John has coached more than 150 startups and companies, helping them clarify their value, sharpen their positioning, and win with purpose. He is the creator of Storybuilding, a practical, canvas-based methodology that turns strategy into compelling customer-centered narratives, and the author of Storybuilding, a #1 international bestselling book. John also teaches entrepreneurship and digital transformation and works with incubators, accelerators, and social-impact initiatives worldwide—proving that when story is built right, it drives both growth and good.

What Brand Has Made John Smile Recently?

John shared the story of Felco, a Swiss company known worldwide for its professional-grade garden shears. What began as a durable tool brand for field workers uncovered a passionate fan base of everyday gardeners—some so devoted they’d tattoo the logo. By recognizing different customer aspirations and building distinct story worlds around them, Felco expanded into new audiences, including children, proving that even the most practical products can build emotional connection when the story is built from the user’s standpoint.

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