The Storytelling Lab

• How a Local Utility Company Became a Storytelling Powerhouse with Krystal Phillips

  “It’s not just about keeping the lights on—it’s about building a relationship with the people at the end of the line.” — Krystal Phillips, JO-EMCStorytelling isn’t just for trendy brands or startups.In this episode, Rain sits down with Krystal Phillips, Communications and Community Relations Manager at Jones-Onslow EMC, to explore how a rural electric co-op built a storytelling culture that would rival any big tech brand.Krystal reveals the behind-the-scenes thinking that led a utility company to invest in heartfelt video stories, internal leadership programs, and community-first content. Together, they unpack how to measure storytelling ROI when you can’t rely on sales, how buy-in from leadership transforms culture, and why authenticity matters more than production value.This episode is a must-listen for anyone working in “unsexy” industries who wants to make storytelling their competitive advantage.In this episode, you will learn to:Harness storytelling as a strategic tool, even in “boring” or highly regulated industriesBuild team buy-in by grounding your strategy in community and trustEstablish internal programs that create a pipeline of storytellers inside your organizationHumanize your brand with stories that foster empathy and emotional connectionMeasure the real ROI of storytelling beyond dollars and metricsFollow Krystal on:LinkedInInstagramor visit the JO-EMC website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel Hosted on Acast. See acast.com/privacy for more information.

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• Storytelling That Builds Trust Across Any Organization with Salvatore Manzi

  “A shared narrative means everyone in the organization is speaking about the story in the same way.” — Salvatore ManziIf every person on your team is telling a different version of your brand story, you don’t have a marketing problem—you have a clarity crisis.In this episode, communication strategist and author Salvatore Manzi joins Rain to break down how to build a shared narrative that aligns everyone in your organization.From CEOs to customer service reps, consistency in storytelling builds trust, clarity, and emotional resonance. Salvatore shares actionable frameworks for clear and compelling communication, how to blend personal and brand narratives, and why metaphors are essential tools for influence.Whether you're leading a nonprofit or a global brand, this episode will sharpen your storytelling and unify your message.In this episode, you will learn to:Align your entire team behind a unified narrative that eliminates confusionUse storytelling frameworks to turn complex data into meaningful messagesBuild trust with audiences by integrating vulnerability into your leadership voiceAvoid common communication pitfalls in both nonprofits and STEM-driven businessesApply the “problem, process, outcome” structure to make your stories more actionableFollow Salvatore on:LinkedInInstagramor visit his website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @chiefstorytellingofficerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel Hosted on Acast. See acast.com/privacy for more information.

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• How to Use Storytelling to Fuel a Content Engine with David Ebner

  “A message map is the most underutilized resource for marketers.” — David EbnerWhat if the reason your marketing isn’t working has nothing to do with the content itself, but everything to do with the foundation it’s built on?In this episode, Rain sits down with David Ebner, founder of Content Workshop and one of the clearest voices in content strategy, to unpack why most brand storytelling falls flat. They explore the concept of the message map, how to build a storytelling system that scales, and why trust is the most important marketing metric you’re probably not tracking.David also opens up about how his background in creative writing fuels his approach to business storytelling, what metrics actually matter, and how emotion creates longevity in brand relationships.Whether you're a solopreneur or scaling a team, this episode will challenge the way you think about content and give you a smarter path forward.In this episode, you will learn to:Apply the power of a message map to bring structure and purpose to your contentUse storytelling as a system, not just a one-off tacticRethink your marketing metrics and focus on what truly builds trustLeverage long-form cornerstone content to fuel your daily outputAvoid burnout by shifting from production obsession to strategic clarityFollow David on:LinkedInor visit the Content Workshop website, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @rainbennett.storyellerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel Hosted on Acast. See acast.com/privacy for more information.

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• How Personal Stories Build Public Trust in Just 7 Minutes with Aaron Calafato

  “The shortest distance between two souls is a story.” — Aaron CalafatoAaron Calafato doesn’t just teach storytelling—he lives it. In this episode, we dive into what it really means to lead with story, both as an artist and a business strategist. Aaron shares how he built an audience (and a business) by showing up authentically and consistently, telling personal stories that are never just about him. We discuss the fine line between self-expression and self-indulgence, how personal narratives can unlock professional growth, and why he refuses to monetize his podcast Seven Minute Stories. This conversation is full of heart, humor, and hard-earned wisdom for anyone trying to build trust through story.In this episode, you will learn to:Identify the differences between storytelling as a gift and storytelling as a performanceUse personal stories to create trust, not just attentionBalance art and business while staying true to your valuesBuild long-term brand equity through consistent storytellingAvoid the trap of trying to be “cool” when what people really want is connectionFollow Aaron on:YouTubeInstagramor listen to his show, Seven Minute Stories, HERE!And for more storytelling tips and tricks,Visit rainbennett.com or thestorytellinglabpodcast.comFollow on TikTok @rainbennett.storyellerFollow on Twitter @rainbennettFollow on Instagram @rainbennettFollow on Facebook @thestorytellinglab Subscribe to the YouTube Channel Hosted on Acast. See acast.com/privacy for more information.

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• Building a Narrative Operating System that Scales Your Business

  “A story is a single arc of transformation. A narrative is the thread that connects them all.” — Rain BennettMost businesses think their biggest challenge is marketing. But what if the real issue is story misalignment?In this solo episode, Rain Bennett introduces the Narrative Operating System—a strategic framework designed to bring your brand's stories into alignment across every department: from vision and mission to product, marketing, advertising, and sales.This isn't just a branding tool. It’s a storytelling system that ensures your internal culture and external messaging work in harmony.Rain breaks down each layer of the system and shows how companies can create a brand people don’t just buy from, but they believe in.You’ll learn why most teams default to their own version of the story, how that causes confusion and erodes trust, and how the Chief Storytelling Officer role solves that. If you’ve ever felt like your message was scattered or your content inconsistent, this episode gives you a clear roadmap to fix it for good!In this episode, you will learn to:Align every department with one cohesive brand narrativeBuild a storytelling system that fuels marketing, product, and salesUnderstand the difference between story and narrative—and why it mattersUse narrative to drive consistency, connection, and long-term loyaltyEmbrace the CSO role as the protector of your brand’s story DNAFor more storytelling tips and tricks,Visit my website rainbennett.com or thestorytellinglabpodcast.comFollow me on TikTok @rainbennett.storyellerFollow me on Twitter @rainbennettFollow me on Instagram @rainbennettFollow me on Facebook @thestorytellinglab Subscribe to my Youtube Channel Hosted on Acast. See acast.com/privacy for more information.

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