Just like every superhero has an origin, every business owner has a why - the (true, enlightening, often embarrassing) experience that transformed you from a mere mortal into a Soul-Sourced™ Entrepreneur. Your why story has the power to connect with your audience on a deep level. So, let’s uncover where your why story comes into play, and go over some do’s and don’ts of using it for your marketing.

There once lived a cockroach in New York City that played a huge role in my success as an entrepreneur, and in my belief of the power of storytelling. 

Listen in as I share a bit from my why story of the day I met that little bastard, the way he changed the trajectory of my career, and how sharing the horrifying tale at shows helped sell as many CDs as my music. 

You’ll also meet Gwen (not her real name), a client who followed her gut to share her ‘why’ story in a meeting (great idea!), and hear the tough lessons she learned when she unleashed it without a plan (less great idea). 

Using Gwen’s story as an example, we’ll walk through key elements of crafting a good why story, and take a look at where and when to share it. We’ll identify the fine line between vulnerability and oversharing, and I’ll introduce you to the concept of turning your why story into a signature story. 

We’ll go over exactly what a signature story is and I’ll explain the importance of using it in your marketing. Plus, I’ll teach you how your own ‘why’ story can help you connect more to your business and yourself.