What if the most valuable data in your company isn't in a dashboard — it's buried in stories no one is asking for?

In this episode, Jeff Mains sits down with James Warren, founder and CEO of Share More Stories and creator of the SEEK platform — a human experience insights tool that helps organizations uncover the emotional drivers behind employee and customer behavior through narrative-driven research.

James shares his journey from a 20-year corporate career to building a company born at the intersection of storytelling, AI, and organizational insight. He explains why traditional surveys and NPS scores only answer what is happening, while stories reveal why — and why that distinction is everything when it comes to retention, culture, and growth.

The conversation explores how SEEK evolved from in-person workshops to a scalable digital platform, how AI is being used to analyze emotional themes in thousands of stories simultaneously, and where the line sits between AI-assisted and AI-generated content.

Key Takeaways

4:02 — **From corporate to founder:** James explains what was missing in his 20-year career and why the pull to create and build led him to start Share More Stories.

4:57 — **The pivot to insights:** How attending the "Future of Storytelling" conference crystallized the vision of combining narrative with organizational research.

6:45 — **What "insights meet storytelling" means in practice:** Stories have lessons baked in — SEEK aggregates them, analyzes themes, and applies emotional AI to produce insights traditional surveys can't deliver.

8:39 — **The "why" gap in research:** Surveys tell you who, what, when, and where. Stories tell you *why* — and that's where the gold is.

11:40 — **Why organizations are bad at measuring feelings:** The research industry was built to count, not to understand. And leaders have their own fear of vulnerability baked in.

14:18 — **Generational leadership shift:** Older leaders were taught to have all the answers. Emerging leaders are asking *how* to listen better — and that changes everything.

18:30 — **The manufacturing plant story:** A worker James almost dismissed wrote 1,800 words about his job, his company, and his hopes. The lesson: give people space to share what they've been holding in.

20:04 — **From workshop to platform:** How the pandemic forced Share More Stories to go digital — and accidentally unlocked scale they couldn't have achieved in a room.

23:01 — **When a customer says "let's figure it out together":** Why that moment signals genuine investment — and how it fueled SEEK's virtual pivot.

25:35 — **The platform-vs-services transition:** How to honestly assess where you are today vs. where you want to be — and why the capital plan for that shift is non-negotiable.

29:02 — **AI done right:** Real value isn't "we've AI'd our business." It's solving a specific problem with the right AI application — at 95% accuracy, not 70%.

30:33 — **The Learning Roadmap inside SEEK:** Helping leaders get past confirming what they already know — by asking bigger questions they don't have answers to yet.

34:27 — **Adding audio to SEEK:** When audio reflections were added, engagement jumped to another level — and the platform now transcribes and emotionally scores audio the same as written stories.

36:07 — **AI's impact on human connection:** Most people don't fully know how they feel about AI — and that's worth sitting with. James shares his sobering ChatGPT experiment.

40:02 — **Our emotional DNA:** Our feelings may be as unique as our physical DNA — and that's worth preserving.

40:36 — **Where to draw the AI line:** When AI assists your human knowledge and experience — generally acceptable. When it replaces your knowledge, recollection, or lived experience — that crosses the line.

45:39 — **Scaling without losing humanity:** Start offline. Watch real humans interact with your product. Interrupt development before you interrupt the real experience.

50:01 — **Community as the last moat in SaaS:** If you understand what belonging means to your customers, you can build a community they'll never want to leave — and solve churn in the process.

Tweetable Quotes

"Surveys are good at telling you who, what, when, and where. But they sometimes miss the why — and that's what we're trying to get at with stories." — James Warren

"Just because you're doing your surveys and you've got your NPS — even if it's good — you're missing the depth. If it's not good, you're missing the why." — James Warren

"When a customer tells you they want to figure it out with you, that's a golden moment — because that means they're invested in what you've built together." — James Warren

"Real value isn't 'we've AI'd our business.' It's identifying a very specific problem and figuring out how to leverage AI technologies to solve it — and doing it at a level of precision that people can make large decisions from." — James Warren

"Our emotional DNA might be as unique, if not more unique, than our physical DNA. And that's worth preserving." — James Warren

"If you want to ensure your digital product scales the human experience side of things — start offline. Watch people. Listen to them. Interrupt them in development so you don't have to interrupt them in the real experience." — James Warren

"Community is one of the few moats left in technology. If you understand what belonging means to your customers, you've solved the churn problem." — Jeff Mains

SaaS Leadership Lessons

1. The "Why" Gap Is Your Biggest Competitive Advantage Every company collects data. Few understand the emotional motivation behind it. If you can uncover why customers stay, leave, or behave the way they do, you have a structural advantage your competitors' dashboards will never reveal.

2. Vulnerability Is a Leadership Capability, Not a Weakness Leaders who model openness — who ask questions they don't know the answers to — create organizations where employees and customers feel safe enough to share the truth. That truth is what actually drives better decisions.

3. Be Emotionally Honest About What Kind of Company You Are Today Before you can build what you want to become, you have to be honest about where you are. Are you a services company pretending to be a platform? Know the gap, plan the capital to close it, and make the transition intentional — not reactive.

4. Crises Are Forcing Functions for Innovation Share More Stories was nearly shut down by the pandemic. Instead, the forced shift to digital unlocked a scale of reach no workshop model could achieve. The lesson: when your market collapses, ask what the constraint is removing, not just what it's taking away.

5. Build for the Depth the Next Question Will Require Most companies ask the questions they already know the answer to. The real value — and the real competitive positioning — comes from building systems, prompts, and cultures that surface the questions you don't know you need to ask yet.

6. Start Offline Before You Scale Digitally If you want your digital product to preserve humanity at scale, watch real humans interact with it before you automate the experience. The most human-centered digital experiences are built by founders who spent time in the physical world first.