Some businesses do exceptional work and still struggle to stand out.

In this conversation, Dr. J.J. Peterson sits down with Julie Firth and Sonya Whittam, founders of Story22, to explore the hidden gap between the value a business delivers and the way customers actually experience it.

They talk about why so many growing companies accidentally start blending into the market, how businesses outgrow their messaging without realizing it, and why thoughtful customer experience has become one of the strongest competitive advantages a leader can build.

The conversation also explores the connection between StoryBrand and Unreasonable Hospitality—and why clear messaging means very little if the experience behind it doesn’t make people feel seen.

Because customers rarely remember perfect transactions.

Join us on June 10th and 11th in London for our two-day intensive workshop - Become the Obvious Choice! - https://www.story22.co.uk/storybrand-unreasonable-hospitality-workshop-in-london-2026/

If these ideas resonate, Dr. J.J. Peterson has explored both of these frameworks more deeply in previous conversations:

Story22 

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