In this episode, Shireen talks with Susan Payton who helps business owners tell three stories - their personal story, their business story and their customer story.

• How a career writing and researching in TV and radio led to starting a business that revolved around stories and how businesses should use stories
• Susan Payton from The Business of Stories 
• Susan has trained in Nashville with Donald Miller - the author of Story Brand and is a certified story brand guide
• Why your customer’s story is the most important story of all, the one you need to focus on
• Susan works with a variety of companies from charities to ecommerce as well as coaches, consultants and professional services companies.
• Showcasing what your customer needs will show you care about their problems
• A good example of business storytelling in action is TOMS shoes who donate a pair of shoes for every pair they sell.
• Susan can be found at https://thebusinessofstories.com/

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