The Futur Podcast with Chris Do

Episode 387: The Creator’s Guide to Authentic Storytelling with David J. Ebner
Release Date: October 9, 2025

Overview

In this episode, Chris Do chats with David J. Ebner, founder of Content Workshop, diving deep into the art and practice of authentic storytelling for creators and brands. The conversation traces Ebner’s transition from classically trained storyteller to brand consultant, explores the importance of narrative fundamentals, and breaks down how to stand out through authenticity—especially in an age overwhelmed by commoditized, AI-generated content. Real-world examples of brand missteps and successes round out this practical and philosophical discussion on what it means to be brave, craft meaningful stories, and remain relevant as both an individual and an organization.

Key Discussion Points & Insights

1. David J. Ebner’s Backstory and Philosophy

• Classically Trained Storytelling:
  • Ebner’s team is made up of traditionally trained storytellers with backgrounds in creative writing and the fine arts.
  • The agency’s approach: Use artistic storytelling skills in commercial contexts.
    Quote:

    “We’re really kind of artists in disguise... We say we’re classically trained storytellers. I have a fine arts degree in storytelling, in creative writing.”
    — David J. Ebner [00:27]

• Bridging Art and Commerce:
  • Importance of adapting artistic techniques (character, arc, dialogue) to help brands connect emotionally with their audience.
  • Not everyone wants to “put art in a box for brands,” but commercializing artistic methods can be both viable and powerful.
    Quote:

    “We built this mantra of training artists how to essentially apply their craft commercially, and that’s turned into a company that’s been thriving now for 12 years.”
    — David J. Ebner [00:53]

2. Storytelling Fundamentals: Crafting a Compelling Narrative

• Show, Don’t Tell:
  • The Hemingway-inspired principle encourages demonstrating meaning and emotion through concrete details and outcomes rather than exposition.
    Quote:

    “Hemingway pretty much coined it... Instead of saying the river was 20ft long, he would talk about a squirrel jumping across three logs to get across the span of the river.”
    — David J. Ebner [04:49]

• Emotional Connection & Arc:
  • Every story—brand, personal, or fictional—must foster emotional connection and have a clear beginning, middle, and end.
    Quote:

    “All storytelling is about having an emotional connection... If you can build that emotional connection, that’s the ball game.”
    — David J. Ebner [05:52]

• Framework for a Quick Story (e.g., Instagram Reel):
  • Pitch a core idea, support it with points, and circle back to reinforce it.
  • Human storytelling connects threads; most current AI-generated content cannot.
    Quote:

    “You have to pitch an idea, you have to show points and purpose around the idea and then you have to circle back... Every single point you bring up has to be connected to the idea.”
    — David J. Ebner [08:35]

3. Character Development & Change

• What Does 'Character Development' Really Mean?
  • Change over time is essential—main characters grow, experience epiphanies, and embody transformation.
  • In brands, this means evolution and genuine responsiveness—not just a static persona. Quote:

    “It’s change, man. It’s always about change... Major and main characters are going to have that throughout, right? They’re going to change.”
    — David J. Ebner [12:57]

4. Authenticity & Bravery in Brand Storytelling

• The Brand Lives In the Audience’s Mind:
  • Brand is more about emotion and perception than logos or slogans.
    Quote:

    “You literally have as many brands as you have audience members. They all feel something different about you. And that’s brand.”
    — David J. Ebner [14:24]

• Authenticity as the Ultimate Currency:
  • Audiences can sense when brands (or people) pretend or follow trends disingenuously. Authentic alignment wins trust and loyalty.
    Quote:

    “If something comes off as inauthentic, people get turned off immediately.”
    — David J. Ebner [15:52]

• Corporate Fear and Committee-Driven Content:
  • Watered-down, inoffensive messaging erodes connection and engagement. Quote:

    “It’s a product made by committee... watered down for fear, lack of bravery... least common denominator content.”
    — David J. Ebner [19:25]

• Taking a Stand—Bud Light vs. Nike:
  • Bud Light’s misstep: Inauthentic, reactive, and abandoning values after backlash.
    Quote:

    “They issued an apology, I think, which is crazy.”
    — David J. Ebner [23:00]

  • Nike’s success: Authentic, consistent with brand values, and courageous in the face of criticism.
    Quote:

    “The core thing they did right was sticking to their values and those feeling like they had already built that value system with their audience.”
    — David J. Ebner [26:18] Chris Do’s Reflection:
    “There’s no point to have values if they’re never tested. There’s no courage if you’re not pushed back and failure seems inevitable, but you move towards that despite the outcome, and that’s real courage.” [28:06]

5. Personal Branding & Courage

• Owning Your Point of View:
  • Creating content is about clarity and willingness to take criticism for being genuine. Boring, safe, or crowd-pleasing work fades into noise. Quote:

    “If you don’t take that stance, well, what are you standing for? ...It’s just really boring and safe.”
    — Chris Do [29:35]

  • Be Brave, Not Boring:

    “We talk all, all the time about being a brave brand, be brave, not boring as a brand.”
    — David J. Ebner [29:59]

• Content as Corporate Philanthropy:
  • Make your work and knowledge a public good; give more value than you take. Quote:

    “The responsibility of the able. If you can help people, you have a responsibility to help people.”
    — David J. Ebner [31:16]

6. AI and the Future of Storytelling

• The Threat and Opportunity of AI:
  • Commoditized, AI-generated content will flood the market, but it often lacks coherence, context, and emotional connection.
    Quote:

    “AI just gives you bullets, but all the bullets feel like kind of disconnected... As humans tell stories, we circle back to the main concept and idea constantly.”
    — David J. Ebner [08:35]

  • Human-created, artisan content will become premium and more valued—a “new luxury.”
    Quote:

    “Boutique content, crafted content by humans, will still exist. It’ll be at a premium, and only the brands that can afford it will buy it.”
    — David J. Ebner [38:21]

  • Chris Do’s Reflection:

    “Quality, craftsmanship, crafting and doing things slowly is the new luxury... When anything can be done at the click of a button... the ability to just stand there, do nothing, or to pull out a piece of paper and write with an analog instrument like a pencil or pen will be a sign that you’ve made it in life.” [40:19]

• Standing Out Despite the AI Flood:
  • Being “interruptive” (not just disruptive) and producing true value by answering: who does this help, and does it hurt anyone? Quote:

    “We’ve got to be brave... provide massive value... produce content that is more valuable than what it takes from people, which is their most precious asset, their time and attention.”
    — David J. Ebner [46:12]

Memorable Quotes & Timestamps

• “We’re really kind of artists in disguise... classically trained storytellers.”
  — David J. Ebner [00:27]

• “All storytelling is about having an emotional connection... If you can build that emotional connection, that’s the ball game.”
  — David J. Ebner [05:52]

• “Stories are effective because they circle back to an idea... Humans tell stories, we circle back to the main concept and idea constantly.”
  — David J. Ebner [08:35]

• “The major and main characters are going to... change. Usually, it’s a change of mentality. Sometimes it’s a complete change.”
  — David J. Ebner [12:57]

• “If something comes off as inauthentic, people get turned off immediately.”
  — David J. Ebner [15:52]

• “It’s a product made by committee... least common denominator content, designed to appease as many people as possible, offend absolutely nobody, but also not incite any type of emotion.”
  — David J. Ebner [19:25]

• “There’s no point to have values if they’re never tested.”
  — Chris Do [28:06]

• “Be brave, not boring as a brand.”
  — David J. Ebner [29:59]

• “If you can help people, you have a responsibility to help people... Are they brave enough to do that?”
  — David J. Ebner [31:16]

• “Boutique content, crafted content by humans, will still exist... and those brands will start to stand out because their stuff won’t be so predictive.”
  — David J. Ebner [38:21]

• “If we can produce content that helps, doesn’t hurt, is more valuable than what it takes from people... we’ll be on the right side of history.”
  — David J. Ebner [48:16]

Actionable Takeaways

• For creators and brands:
  • Develop real narrative arcs—beginning, middle, end—even in short-form content.
  • Anchor everything in authenticity: know your values and demonstrate, don’t declare, them.
  • Don’t fear polarizing your audience—be brave. Boring, safe content is invisible.
  • In a world flooded by AI-generated content, human-crafted, value-driven work will endure and stand out.
  • Treat content as a public good; offer more than you extract from your audience.
  • Ask before publishing: “Who does this help? How much? Could it hurt anyone?”

Resources & Connections

• Find David J. Ebner:
  • Content Workshop (chat function goes to David personally)
  • LinkedIn: David J. Ebner (remember: “Include the J!”)
• Quote from the episode:

  “My friendship is free. So if anybody needs a friend, has an idea, needs somebody else to, you know, yell in the void with them, I’m happy to do that.” — David J. Ebner [49:16]

This episode is a blueprint for creators, marketers, and organizations seeking to become more memorable and meaningful in a noisy, algorithmic era—reminding us that the most enduring stories will always be made, and felt, by real people.