The Business of Stories with Susan Payton

If you’ve ever thought, “I don’t have enough interesting stories to share”, you’re not alone.
So many business owners hold back from making storytelling a key part of their marketing strategy because they think their stories need to be dramatic, life-changing or show-stopping.
But what if the problem isn’t that you don’t have enough compelling stories - but that you just don’t know where to find them?
In this episode of The Business of Stories, Susan is joined by journaling coach Sally German, who shares how journaling helped her navigate a major chapter of change, build a thriving business, and uncover the stories, lessons and insights that were hiding in plain sight.
You’ll discover:
• How journaling can help you notice patterns, build self-awareness and create stories that connect
• The powerful exercise Sally uses to better understand her ideal client and the transformation she creates
• Why clarity about your business, messaging and audience comes from looking within, not outside yourself
• How changing the way you tell your stories can attract the people who are truly ready to work with you
• Why throwing out the rule book around journaling can make it easier, more enjoyable and far more sustainable
This warm and inspiring conversation will help you slow down, see your experiences through a different lens and build more confidence in the value you bring.
If you’re ready to uncover the stories that have been there all along and use them with more clarity, compassion and confidence, this episode is a must-listen.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

How do you build a business around one clear message when your brain is constantly bursting with new ideas, opportunities, and directions to explore?
In this episode of The Business of Stories, Susan answers a question so many entrepreneurs struggle with: How do you stay consistent enough to get known for one thing - when you have an ADHD brain that craves variety, creativity, and fresh challenges?
You’ll discover:
Why consistency and sameness are two very different things
How to get known for one thing without feeling trapped or restricted
Why ADHD brains often thrive when they have a clear focus and room for creativity
The power of creating frameworks, methodologies, and resources that strengthen your core message
How to satisfy your need for novelty while building a stronger brand and reputation
The simple mindset shift that helps you stop chasing new business ideas and start building on what already works

This encouraging episode will help you embrace your creativity, honour the way your brain works, and build a business that gives you both freedom and focus.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

Have you ever wondered why some stories capture your heart, resonate deeply, or feel so familiar?
In this episode of The Business of Stories, Susan explores the seven basic story plots that sit behind some of the world's most loved books and films, and shows how they show up in your business too.
From the challenges you've overcome and the milestones you've reached, to the mission you're on and the person you've become along the way, you'll discover how these timeless story patterns can help you uncover more powerful stories, create deeper connection, and share your message with more confidence.
You'll discover:
How the seven basic story plots can help you uncover stories you may have overlooked
How to recognise whether your story is about overcoming a monster, achieving success, pursuing a mission, or becoming someone new
The difference between a Voyage and Return story and a Rebirth story - and why both matter in business
How stories of mistakes, chaos, lessons and transformation can make you more relatable and memorable
The simple question that can completely change the way you tell a story from your business journey

This inspiring episode will help you recognise the power in the stories you're already living, understand why they connect so deeply with others, and see that you don't need dramatic Hollywood movie scripts to make an impact.
If you're ready to find the stories that connect, build trust, and help your audience see themselves in your journey, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

So many business owners know that LinkedIn could be a powerful platform for their business - but they’re not sure how to create the kind of posts that lead to real connection, conversations and opportunities.
In this episode of The Business of Stories, Susan sits down with Niall Ratcliffe, CEO of Noticed, the UK’s number one LinkedIn agency, to explore what’s actually working on LinkedIn right now - and why human stories, vulnerability, and honest conversations matter more than ever in a world of AI-generated content.
You’ll discover:
• The tiny daily habit Niall used to grow his business through LinkedIn conversations
• The one thing that only you can do - that is becoming the biggest advantage in business content today
• How B2B marketing is shifting from corporate messaging to human-to-human connection
• The power of consistency, conversations, and relationship-building
• How vulnerability and “ugly content” can make your content more relatable and memorable
• The simple outreach strategy Niall used to grow his business through genuine conversations
This honest, insightful and funny conversation will help you show up with more confidence, embrace the stories that make you human, and build deeper connections online - without feeling salesy.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:

Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.

There’s nothing more frustrating than knowing you could be making a HUGE difference to the people you help … but feeling invisible.
Watching other people become the go-to expert, while you wonder, “Why isn’t that happening for me?”.
In this episode of The Business of Stories, Susan shares the real reason some people become known for what they do - and why others stay forgettable, even when they’re incredibly talented.
You’ll discover:
• Why you need to decide what you actually want to get known for
• The secret weapon most business owners avoid
• Why you already have a personal brand, whether you know it or not!
• The reason people won’t remember you and how to fix it
• How to use stories to strengthen your positioning
• The simple shift that makes people start recommending you organically
• And what actually helps people feel safe enough to buy
This honest and empowering episode will help you stop blending in, get clear on what you want to be known for and start showing up with more confidence, consistency and intention.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out The Story Source here
Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here

About your host Susan Payton:
When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business - and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here

Connect with Susan:
Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.