"You're not the hero of the story. Your customer is. And you're just there to help them." — John Elbing

If your marketing leads with what you do, how long you've been doing it, and all the features you've packed in — you're telling the wrong story. John Elbing, business storytelling consultant and creator of the Story Building Method, joins Karl to break down why most companies unknowingly make themselves the hero of a story their customers were never invited into — and what to do instead.

From a Swiss garden shears brand that developed such a cult following customers were getting tattoos of the logo, to B2B SaaS companies drowning in feature dumps, John's framework shows how the moment you tell your customer's story instead of your own, everything — positioning, conversion, loyalty, and product development — changes.