In this episode, the team explores one of the hardest—but most effective—principles of business storytelling: leaving your product out of the story entirely.

They explain why the most persuasive stories make the customer the hero and focus on their frustrations, attempts, and breakthroughs—without ever naming a product. The discussion highlights how this approach builds trust and curiosity, why it strengthens both strategy and sales alignment, and how testing stories with AI or live audiences makes them even stronger.

What You Will Learn

• Why leaving your product out makes your story more credible and engaging
• How to build stories that create curiosity instead of resistance
• How to test and refine your story for real-world impact

Key Quotes

• “When you stop selling and start telling, the customer starts listening.”
• “The moment you mention your product, it stops being a story and starts being a commercial.”
• “Leave your product out—and you may find your audience asking for it anyway.”