In this episode of Beyond Innovation, Justin Sirotin and Lynn Rakowsky continue the conversation on storytelling by digging into what storytelling actually is and why it matters in business. They explore how to shape your message to resonate with each of your company's key personas, and where to share your story so it reaches the right people, whether that's customers, partners, or your broader community. Storytelling becomes a powerful tool when it's intentional, focused, and delivered in the right place.