Chief Story Officer

Annette Simmons, author of The Story Factor and Whoever Tells the Best Story Wins, joins the show to challenge the idea that business storytelling is just about heroes and conflict. She reveals why real influence comes from sharing subjective, emotionally resonant stories, and how rituals of story-sharing can repair trust, build collaboration, and shape organisational culture.
In this episode, we dive into the true role of storytelling in organisations, exploring why stories are more than just narratives with conflict and how they're evolution’s way of ensuring collaboration, trust, and survival at work. With business storytelling often reduced to formulas and templates, we challenge what’s been lost, and how leaders can reclaim storytelling’s real strategic power.
Annette Simmons reveals her journey from advertising to storytelling, unpacks the difference between objective and story thinking, and introduces the vital but overlooked concept of repair after betrayal stories. She shares practical rituals to surface tacit knowledge, the six stories that every leader needs, and why rituals, not rules are the key to keeping ethics and values alive in business.
You’ll leave with tangible prompts to spark more vulnerability and collaboration, a new appreciation for restoring trust after setbacks, and concrete steps to make stories a lived ritual in your team, not just a communication tool.
GUEST BIO & LINKS
Annette Simmons is a renowned author, keynote speaker, and storytelling expert whose books The Story Factor and Whoever Tells the Best Story Wins have influenced leaders worldwide. Over three decades, Annette has helped organisations like Microsoft, NASA, and the Brookings Institute use storytelling to resolve conflict, foster trust, and shift mindsets not merely through data, but through powerful shared experience. Drawing on early influences in psychology and marketing, Annette’s approach challenges the dominance of “objective” thinking in business. She advocates for bringing back the lost art of tacit, folk-inspired storytelling and establishing rituals that make subjective wisdom and values central to team culture. Her latest work, Drinking from a Different Well, explores how women’s stories redefine power in collaborative settings.

Connect with Annette Simmons:
Website: https://annettesimmons.com/
LinkedIn: https://www.linkedin.com/in/annettesimmonsstory/
Article: Evolution’s Lessons We've Left Behind
Email: [email protected]

ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.

CONNECT WITH ROB
Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"
→ subscribepage.io/robdwillis

Connect with Rob:
Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis
Subscribe to Chief Story Officer wherever you listen to podcasts.

Simon Lancaster, leading speechwriter and author of Connect! How to Inspire, Influence and Energise Anyone, Anywhere, Anytime, joins the show to break down why most corporate communication fails and what leaders can do to finally make their words stick.
In this episode, we dive into why most corporate communication misses the mark, what truly captures audiences’ attention, and how leaders can transform tired presentations into memorable moments that stick. Simon Lancaster and Rob D. Willis dissect the neuroscience behind effective messaging and the pitfalls of “tin-eared” delivery in boardrooms and beyond.
Simon Lancaster reveals his practical approach honed over decades writing for Tony Blair’s cabinet, CEOs, and global brands. He shares his signature “three keys” metaphor, moral appeal, and story plus his favourite questions for unlocking a leader’s deepest values and most powerful narratives.
You’ll learn how to spot a dead presentation, the one-word speech technique for instant engagement, and why care, empathy, and musicality matter more than flashy slides. Expect tactics you can use straight away to bring your next speech, meeting, or message to life.
KEY TOPICS
Why most corporate presentations fail to connect—and how to pass the coffee break test [00:02:34]
The neuroscience-backed trio for unforgettable communication: metaphors, moral appeals, and stories [00:08:18]
Extracting stories from leaders with one question and a list of 50 moral values [00:12:04]
The EVA formula (Empathy, Values, Action): a speechwriter’s fix for political Q&A and crowd control [00:25:19]
The “Golden Six” rhetorical devices that instantly make any speech sound powerful, breathless sentences, repetition, contrast, metaphor, exaggeration, and rhyme [00:29:12]

GUEST BIO & LINKS
Simon Lancaster is one of the world’s top speechwriters, trusted by CEOs at global giants including HSBC, Unilever, and InterContinental Hotels, and political heavyweights such as Alan Johnson from Tony Blair’s cabinet. Beginning his career in government communications. Simon now specialises in helping business leaders transform strategy into story, drawing from the latest neuroscience to craft messages that truly connect. He is the author of several acclaimed books on influence and communication including Connect! and is widely known for making rhetorical devices accessible through TikTok videos. Simon regularly consults for senior executives, leads masterclasses, and demystifies the art of storytelling for modern leaders.

Connect with Simon Lancaster:
Website: https://bespokeleadershipdevelopment.com/
Website: https://bespokespeeches.com/
LinkedIn: https://www.linkedin.com/in/simon-lancaster-speechwriter/
YouTube: https://www.youtube.com/user/bespokespeeches

ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.

CONNECT WITH ROB
Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"
→ subscribepage.io/robdwillis

Connect with Rob:
Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis
Subscribe to Chief Story Officer wherever you listen to podcasts.

Shawn Callahan, founder of Anecdote International and author of the award-winning book Putting Stories to Work, joins the show to reveal how story listening, not just storytelling can transform corporate culture and strategy, and why the best stories in business aren’t heroic sagas but small, authentic moments that drive change.
In this episode, we dig into how storytelling drives strategy and culture, with practical examples from the boardroom to the frontline. You'll hear why most corporate stories skip the hero’s journey, and how the right conversation can coax stories from even the most reluctant leaders.
Shawn Callahan shares behind-the-scenes insights from decades of helping Fortune 500 companies, including the real reason slide decks and town halls fail, the “Costanza manoeuvre” for sharper strategic choices, and how story listening cannily triggers change from the inside out.
You’ll walk away with actionable ways to spot, craft, and scale stories in your organisation, plus a simple framework for making strategy stick. Discover why authentic, everyday anecdotes beat polished presentations and how to transform your own strategy into something your team not only hears, but owns.
KEY TOPICS
Why story listening, not storytelling, is the foundation for culture change in business [00:01:56]
The genius of group “anecdote circles” for unlocking reluctant stories in teams [00:04:33]
How co-creating the strategy story forces leaders to clarify real choices and avoid business-as-usual clichés [00:09:18]
Scaling strategy through progress stories and “overwhelming the system” with examples at every level [00:17:12]
The pitfalls of story banks and why oral, not written, stories drive authenticity and connection [00:23:01]

GUEST BIO & LINKS
Shawn Callahan is the founder of Anecdote International, author of Putting Stories to Work, and one of the world’s leading experts in story-based communication for business. With over 20 years helping Fortune 500 companies across 22 countries and 11 languages make their strategies stick, Shawn is known for his practical approach, starting with story listening and small, real-world anecdotes. From his days at IBM’s Centre for Organisational Complexity to building Anecdote into a global consultancy, Shawn has worked with executives to co-create strategic narratives, drive culture change, and scale storytelling across entire organisations. His work empowers leaders to move beyond slides and scripts, fostering genuine buy-in with stories people actually remember.

Connect with Shawn Callahan:
Website: https://anecdote.thinkific.com/
LinkedIn: https://www.linkedin.com/in/shawncallahan/
Instagram: https://www.instagram.com/shawndcallahan/?hl=en

ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.

CONNECT WITH ROB
Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"
→ subscribepage.io/robdwillis

Connect with Rob:
Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis
Subscribe to Chief Story Officer wherever you listen to podcasts.

Kendra Valentine, story strategist and author of How to Pitch (Almost) Anything, joins the show to unpack how leading with your value rather than your credentials transforms the way you communicate, pitch, and build confidence in any room.
In this episode, we dig into the real difference between good storytelling and truly strategic storytelling and why most professionals trip up when pitching themselves, their work, or their ideas. Kendra Valentine uncovers the invisible traps of over explaining, jargon, and focusing on deliverables instead of the outcomes audiences really crave.
Kendra Valentine shares her journey from being called a “mercenary” in the boardroom to developing her Strategic Story Design framework. She breaks down the “Pocket Pitch,” explains why confidence is often a structural, not psychological problem, and reveals how leading with “how you help” cuts through complexity, whether you're in a sauna or a boardroom.
You’ll walk away with a simple framework for clarifying your value, a quick exercise to make your message instantly more compelling, and the one communication shift that unlocks better buy-in no matter who’s listening.
KEY TOPICS
How to explain what you do (even to your mum) with story strategy [00:01:15]
The difference between strategic storytelling and just telling stories [00:02:09]
Why most people focus on features, not outcomes and why that’s a problem [00:03:34]
Imposter syndrome versus structural gaps in pitching [00:05:11]
The “mercenary in Stockholm” story and learning to articulate your value [00:08:42]
The Pocket Pitch: a modern, simple framework for introducing yourself [00:13:49]
Why leading with transformation gets more buy-in than describing tasks [00:15:48]
Having multiple “pocket pitches” and why you might need more than one [00:17:38]
The one exercise you can do tomorrow: lead with how you help [00:28:24]

GUEST BIO & LINKS
Kendra Valentine is an internationally renowned story strategist, author, and creator of the Strategic Story Design approach. With nearly 20 years’ experience spanning film production at Warner Brothers and Universal to branding and business communications for clients like Boston Consulting Group, Nickelodeon, and Techstars, Kendra helps businesses and creatives articulate the value they provide clearly and confidently. She’s passionate about making strategic storytelling accessible, whether you’re pitching on stage, at a bar, or in a boardroom. Her framework, Pocket Pitch, turns even the most complex roles into powerful, service-led stories. Kendra is the author of How to Pitch (Almost) Anything, now available worldwide.
Connect with Kendra Valentine:
Website: https://www.kendravalentine.com/
LinkedIn:https://www.linkedin.com/in/kendra-valentine/
Instagram: https://www.instagram.com/misskendrav/
ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.
CONNECT WITH ROB
Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"
→ subscribepage.io/robdwillis
Connect with Rob:
Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis
Subscribe to Chief Story Officer wherever you listen to podcasts.

Matt Armstrong-Barnes, Group AI Practice Director at Servita and keynote speaker, joins the show to uncover why the real challenge of AI transformation isn’t just the technology, it’s the story leaders tell about it.
In this episode, we dive into the art of translating complex technical ideas into clear, actionable strategies, exploring how jargon can alienate teams and how the right story brings everyone onto the same page. Matt Armstrong-Barnes, Group AI Practice Director at Servita, reveals the moments that changed his approach to communication and why leaders must own their message to drive transformation.
Matt shares practical lessons from his 25-year career, from deciphering AI hype to empowering teams to ask “obvious” questions. He unpacks the real reasons people hesitate to speak up, the value of writing things down, and his signature “coffee machine test” for strategy clarity.
You’ll walk away with a toolkit for breaking through jargon, building genuine team alignment, and turning abstract strategy into bite-sized, memorable stories, even if you think you’re “not a storyteller.”
KEY TOPICS
The meeting where only two out of thirty technologists understood the technical problem and what happened next [01:07]
Imposter syndrome and why tech leaders are afraid to ask “obvious” questions in meetings [04:04]
How leadership behaviour around jargon shapes organisational culture and communication habits [05:07]
The hidden ambiguity of terms like “artificial intelligence” across academics, technologists, and business leaders [06:15]
The exercise of having multiple leaders articulate strategy and why it always reveals misalignment [07:37]
Using stories, metaphors, and writing to structure and clarify your message as a leader [08:43]
Why ownership of your message and regularly testing team understanding makes strategies stick [11:08]
The real stories companies tell themselves about AI and how these myths either paralyse or mislead [17:14]
The “coffee machine test”: how to check if your team can explain your vision in 30 seconds or less [27:12]

GUEST BIO & LINKS
Matt Armstrong-Barnes is the Group AI Practice Director at Servita, a published thought leader, keynote speaker, and technical reviewer for the British Computer Society's International Conference on AI. With over 25 years’ experience guiding organisations through complex technology transformations, Matt specialises in making the intricacies of AI accessible and actionable for business leaders. His approach combines deep technical expertise with a passion for clear, jargon-free communication empowering teams to ask better questions, demystify strategy, and unlock AI's real value. Matt is a regular contributor on LinkedIn and a champion for mentorship, helping the next generation navigate the evolving landscape of technology with confidence and clarity.
Connect with Matt Armstrong-Barnes:
Website: https://www.hpe.com/us/en/home.html
LinkedIn: https://www.linkedin.com/in/mattarmstrongbarnes/
ABOUT THE SHOW
Chief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.
Real stories. Real impact. Every two weeks.
CONNECT WITH ROB
Want frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"
→ subscribepage.io/robdwillis
Connect with Rob:
Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillis
Subscribe to Chief Story Officer wherever you listen to podcasts.