Storytelling shapes decisions. We’ve all been affected by stories in one way or another because they carry emotion and move us to action. It makes sense that using narratives in business can provide the same deep connection with our customers.

Today I am joined by Gavin McMahon, CEO and cofounder of fassforward, who has learned the power of storytelling. In our discussion, we cover the various storytelling genres and how they address different business needs—from motivating teams to building trust with customers. Stories create a deeper, more impactful communication that moves beyond mere facts, and as neurological evidence shows, the engagement they foster leads to motivation.

Gavin McMahon helps companies shape strategy, leadership, and culture through storytelling. A former engineer who once built submarines, sports cars, and steel plants, Gavin discovered that even the best plans fail without the power of story. After earning an MBA in innovation, strategy, and information technology from the Institute Theseus in France, he shifted his focus from engineering to business transformation. He is the author of Story Business: Why Stories Rule the World and How They Can Reinvent Your Business.

If you are interested in growing your business in a profound and impactful way, this insightful episode is for you.

Get to know Gavin:

Book recommendations:

A Gentleman in Moscow: A Novel, by Amor Towles
Gates of Fire: An Epic Novel of the Battle of Thermopylae, by Steven Pressfield

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248. How to use storytelling to lead better and grow your business