How to Become a More Effective Storyteller | Jay Acunzo CEX Keynote
•September 11, 2024
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Why It Matters
In saturated media markets, mastering resonance is a premium skill that drives audience action and business results; storytellers who translate narrative into meaning will win attention that converts. Building this capability helps brands and creators create deeper loyalty and more measurable impact than chasing raw reach alone.
Summary
Jay Acunzo argues that creators must focus on resonance—not just reach—by shifting from producing content to creating connection that sparks action. He distinguishes good storytellers, who provide clear, tension-driven narratives, from effective storytellers, who additionally bridge to audience meaning and prompt reflection or behavior change. Using Kazuo Ishiguro’s definition of story and Ira Glass’s subway anecdote, Acunzo shows how moving from plot to explicit takeaway transforms a gripping tale into one that resonates. He offers the simple framing “that’s the thing about…” as a tool to guide stories toward clarity and connection.
Original Description
There's a difference between being a good storyteller and effective storyteller. Today's business leaders, experts, and creators can't afford to produce commodity work any longer. It's time to become masterful storytellers—but a specific kind.
To book Jay to speak, visit https://jayacunzo.com/keynotes
To learn about Jay's consulting services, membership, podcast, and newsletter, visit https://jayacunzo.com
LISTEN TO JAY'S PODCAST, HOW STORIES HAPPEN:
ABOUT JAY ACUNZO:
Hi, I'm Jay Acunzo. I'm a business storyteller who serves experts and entrepreneurs as an advisor and a kind of director of differentiation, helping you craft differentiated messages and more influential IP, so you can grow your business through stronger substance and storytelling, not those grimy tactics we all dislike. In addition to my client work, I run the membership program, the Creator Kitchen (edu + coaching) and host the popular podcast, How Stories Happen.
After starting my career in marketing for brands like Google, HubSpot, ESPN, a tiny startup, and a VC firm, I've visited 25 states and 3 countries as a professional keynote speaker. I've also partnered with brands like Mailchimp, Salesforce, GoDaddy, Wistia, and more, to produce and host original series about creativity in business.
Remember: The goal isn't to market more. The goal is to matter more. When your work matters more, you can hustle for attention less.
Keep making what matters!
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