#50: The Art and Science of Business Storytelling: Crafting Engaging Stories That Inspire Change with Author, Dennis Geelen

In many ways, the Customer Experience leader has the most difficult job in the organization. Typically serving with a thin staff, a constrained budget, and limited positional authority, they need to get things done through influencing others. But how? Numbers along aren't enough. There's one powerful tool that CX leaders can and should become masters in, that's storytelling. On this episode of the Delighted Customers Podcast, Dennis Geelen, author of The Zero In Formula and The Accidental Solopreneur, joins me to talk about why storytelling wins over stakeholders and he shares a framework on how to tell stories that inspire change. In this episode: - The unique challenges faced by CX leaders in gaining approval and support - How stories can help convey the urgency and consequences of neglecting customer experience - Using powerful illustrations such as "The Kodak Story" to make the business case for change -Avoid the mistake of assuming that data alone will be enough to make an impact on senior leaders Special Note: This episode sets the stage for the next episode which features a filmmaker who breaks down how he crafted his story, currently a Top 10 Amazon Prime documentary. Spoiler - yours truly is in the film sharing a secret of his own : ) Meet Dennis Dennis Geelen, is the Founder and Chief Difference Maker at his solo consulting company, Zero In, that he founded in 2018. Through Zero In, Dennis helps companies ‘solve indifference’ by implementing strategies to build a brand customers love and culture where people are passionate to work. Author of the best-selling book ‘The Zero In Formula’, Geelen has worked with companies in several industries, spoken at countless events, conferences, workshops, webinars, with dozens of guest appearances on international podcasts. And now? Dennis also helps other solopreneurs get started. With his latest book, ‘The Accidental Solopreneur’, providing a playbook for success and told through a riveting and relatable parable that is getting rave reviews from entrepreneurs around the globe. Catch is weekly newsletter, Happy Accidents, for a new story each week about some of the most famous people, products, or companies who found success through serendipity. Timeline Overview: [00:02:52] Solo consultant turned author and coach for solopreneurs. [00:05:09] Fascinating background; inspired to write differently. [00:10:25] Key elements of great stories: relatable characters, clear theme, humor, emotional connection, life lessons, conflict. [00:12:35] Editor assists writer in crafting effective story. [00:15:14] Show, don't tell: Use stories to engage. [00:21:12] Analytical person likes numbers, struggles with storytelling. [00:23:58] Use stories to relate and inspire action. [00:26:11] Balancing CX and security to retain customers. [00:30:58] Start team meetings with customer stories, positive and negative. [00:33:58] Self-publishing saves money and boosts credibility. Subscribe to The Delighted Customer Podcast so you don't miss an episode: https://www.empoweredcx.com/podcast Subscribe to The Delighted Customer Newsletter for practical tips and insights: https://www.empoweredcx.com/delightedcustomersnewsletter