In this episode of Innovating Education, Dr. Riley Williams talks with Adam Olenn, founder of Rustle and Spark, about how schools can use storytelling not as spin, but as a strategic lever for engagement, culture, and change. Drawing on decades of work in branding, communication, and behavior change, Adam explains what makes a story effective—and why leaders must move beyond updates and announcements to narratives that actually move people.​

The conversation looks at how the right stories can align vision and practice for students, families, faculty, donors, and boards, and how narrative connects directly to trust, enrollment, philanthropy, and internal culture. Adam shares practical guidance on finding the stories that matter, framing them with empathy and clarity, and equipping everyone in the community to tell them well.​

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