The Business of Stories with Susan Payton

As your business grows, your voice, your confidence, and your leadership evolves - so your storytelling needs to reflect that.

In this episode, Susan explores how your stories need to grow with you.

You’ll discover:

1. Why documenting your milestones, pivots and lessons builds trust and authority
2. The power of sharing ‘what I’ve learned along the way’ stories to deepen connection
3. How to tell client transformation stories without breaking confidentiality
4. Why moving from scrappy founder to Guide requires a shift in storytelling energy
5. How humanising your growth (including the messy parts) builds relatability and belief

This reflective episode will help you honour how far you’ve come, recognise the depth of experience you’ve already gained, and share your journey - in a way that deeply resonates with the people you’re here to help.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Writing a business book isn’t just ‘a marketing tactic’ - it can be a turning point. A moment where you stop keeping your work in your head … and start owning it on paper.

In this episode of The Business of Stories, Susan is joined by her publisher, Lucy McCarraher MBE, to explore what really happens when you write the book that builds your business. From credibility and clarity to becoming the Guide in your customer’s story, you’ll hear why a book can shift how people see you … and how you see yourself.

You’ll discover:

1. How writing a book can help you refine your process and turn your expertise into something you can teach, scale, and share
2. How to get clear on who you’re writing for using Lucy’s Person, Pain and Promise positioning framework
3. How to weave storytelling into your business book without making it all about you
4. The emotional ‘messy middle’ of writing - and why self-doubt is completely normal
5. How sharing the journey of writing your book can build trust and attract clients before it’s even published

This episode is a reminder that writing a book isn’t about proving yourself - it’s about being of service, claiming your IP, and creating something that deeply resonates with the people you’re here to help.

If you’ve been thinking about writing the book that could change your business (and your story), this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

When you’re just starting a new business - or pivoting, niching or changing direction - it can feel like you have no stories to share yet.

No testimonials.

No case studies.

No long list of client wins.

And yet, this is exactly the moment to lean into all the stories you have about everything that has led you here, doing what you now do.

In this episode of The Business of Stories, Susan explores what to share when your business is new, or has changed - and why you don’t need years of experience to start building trust, connection and authority.

You’ll discover:

1. How to share your journey in real time and build connection without pretending you’re further ahead
2. Why documenting the climb can be more relatable than speaking from the summit
3. How to build trust and authority without testimonials, case studies or a long client list
4. The role of values, beliefs and movements in positioning yourself as a guide, even at the beginning
5. How micro wins, insights and lived experiences can become powerful stories that deeply resonate

From documenting your journey, to sharing defining moments, to owning your ‘why’, this episode will help you see that your stories don’t begin when you feel established, they begin the moment you decide to show up.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

It’s tempting to believe that faster, smarter tools will solve everything. Especially when content feels exhausting and visibility feels harder than ever.

But what happens when there’s a disconnect between the content someone puts out and who they really are?

In this episode of The Business of Stories, Susan explores where storytelling, connection and authenticity fit in a noisy, AI-powered world - and why your real voice, lived experience, and human stories matter more now than ever.

You’ll discover:

1. The hidden costs of outsourcing your storytelling to AI
2. How exploring your stories helps you find your true voice - instead of one that doesn’t quite fit
3. Why reflecting on your journey can bring more ease, alignment and intention to your business
4. How reconnecting with your lived experiences adds depth, meaning and emotional resonance to your message
5. Where AI can support you - without replacing the parts that only you can do

This honest, thought-provoking episode will help you reconnect with your voice, honour your experiences, and remember why your stories - told by you - are the most powerful way to build trust and connection.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Running a business can feel lonely, messy, and completely overwhelming - especially when you’ve got a head full of ideas and no clear sense of what to focus on next.

In this episode of The Business of Stories, Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her unique IP.

She shares what she did at each stage, why she made those decisions, and how one foundational process became the catalyst for everything that followed.

You’ll discover:

1. Why creating your own unique process or IP can be a game-changer, even if your work feels bespoke
2. How documenting what you do with clients can reveal clarity, confidence, and direction
3. Why clients need a roadmap, not a rigid framework - and how a process builds trust
4. How to think about your work as a journey from A to B, rather than a collection of disconnected tools
5. What’s possible when you get clear on what you want to be known for, create a process you can trust, and build your business around that

This honest, behind-the-scenes episode will help you stop second-guessing your path, trust the process you already have, and see that the journey you guide your clients through can unlock growth, confidence, and momentum in your business.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

So many business owners want to share stories in their content - but something keeps stopping them.

And sometimes, that barrier is the act of writing itself.

In this episode of The Business of Stories, Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia.

What changed everything wasn’t learning how to write ‘better’ - it was learning who she was writing for, and how to use simple storytelling frameworks to get her ideas out of her head and onto the page.

You’ll discover:

1. How clarity, structure, and a strong core message can remove resistance and build confidence
2. Why storytelling frameworks matter - especially if writing feels overwhelming or heavy
3. How finding the golden thread that runs through your three key stories makes your content feel focused, intentional, and connected
4. Why stories work best when they meet people exactly where they’re at
5. How your stories can be a powerful bridge between you and the people you’re here to help

This warm, encouraging conversation will help you see that storytelling isn’t about writing flawlessly - it’s about helping one real person feel understood, supported, and less alone.

If you’re ready to stop battling the blank page and start sharing stories with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

In this super practical episode of The Business of Stories, Susan shares why simplicity is what makes stories compelling - and how packing too much into your story is one of the fastest ways to disengage your audience.

She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters.

You’ll discover:

1. How to focus on one moment, one message, one insight - without detours, diversions, or rabbit holes
2. How using a word limit forces clarity and helps you cut out the clutter.
3. How bullet points can be a powerful storytelling tool
4. Why knowing the point of your story before you start makes it easier to know what you need to include
5. How starting in the moment, and ending sooner than you think, can strengthen the impact.
6. The simple perspective shift that helps you experience your story the way your ideal client will.

This clear, actionable episode will help you simplify your stories, sharpen your message, and stop overwhelming your audience - without losing what makes your voice uniquely yours.

If you’re ready to stop cramming everything into one story and start sharing with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

It’s so easy to think that pricing is just a number. Something practical. Logical. Neutral.

But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not.

In this episode of The Business of Stories, Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the clients you attract.

You’ll discover:

1. How undercharging can quietly undermine trust, positioning, and confidence
2. Why fitting in with your competitor’s pricing might be keeping you stuck
3. How to spot a disconnect between how you position yourself and what you charge
4. The role energy plays when you quote a price, and why it matters more than you think
5. Why pricing is never about your self-worth
6. A simple way to make the value of what you do feel tangible, clear, and easy to say yes to

This perspective-shifting episode will help you look at your pricing in a new light, and make intentional choices that feel aligned - for you and the people you’re here to help.

If you’re ready to stop letting fear or old beliefs dictate your prices, and start telling a story of clarity, confidence and value, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Have you wondered how connection works in business?

Why some people lean in, and feel excited to work with you - while others walk away?

In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business.

She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture.

It’s something that happens when you stop trying to be for everyone.

1. Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to you
2. How storytelling creates real connection in the body, not just in the mind
3. Why perceived similarity matters more than being a ‘perfect match on paper’
4. How your stories act as a natural filter - attracting aligned clients and filtering out the rest
5. How sharing what you stand for helps the right people buy into you, before they buy from you

This reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

In this episode of The Business of Stories, Susan sits down with business mentor Natasha Britton, whose journey from homelessness, teenage motherhood, and financial pressure to building a successful salon business shows what’s possible when vision, resilience, and self-belief lead the way.

Natasha shares her story with honesty and heart - and shows how lived experience, adversity, and hard-earned lessons shape the way we lead, mentor, and serve others.

You’ll hear how Natasha’s story became the foundation of her positioning, her confidence, and the deep trust she builds with clients - and why sharing your story with intention can be one of the most powerful business decisions you ever make.

You’ll discover:

1. How lived experience builds credibility in a way strategies alone never can
2. 
   
3. Why the hardest parts of your journey often shape the mentor, guide, or leader you become
4. 
   
5. Why you don’t need your client’s exact story for them to feel seen, heard and understood
6. 
   
7. The mindset shifts that help you keep going when things feel overwhelming or uncertain
8. 
   
9. The power of staying connected to the chapters you’ve ‘outgrown’ - and why they still matter
10. 
    

This honest conversation will help you see your story differently. Not as something to hide or move on from, but as a source of strength, clarity, and connection for the people you’re here to help.

If you’re ready to stop downplaying where you’ve come from and start using your story with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to [email protected]

Check out Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!

In fact, that moment completely changed her business - and her life.

Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.

Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.

Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.

In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.

See my bio here

And my speaker page here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.