The Business of Stories with Susan Payton

Running a business can feel lonely, messy, and completely overwhelming - especially when you’ve got a head full of ideas and no clear sense of what to focus on next.In this episode of The Business of Stories, Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her unique IP.She shares what she did at each stage, why she made those decisions, and how one foundational process became the catalyst for everything that followed.You’ll discover:Why creating your own unique process or IP can be a game-changer, even if your work feels bespokeHow documenting what you do with clients can reveal clarity, confidence, and directionWhy clients need a roadmap, not a rigid framework - and how a process builds trustHow to think about your work as a journey from A to B, rather than a collection of disconnected toolsWhat’s possible when you get clear on what you want to be known for, create a process you can trust, and build your business around thatThis honest, behind-the-scenes episode will help you stop second-guessing your path, trust the process you already have, and see that the journey you guide your clients through can unlock growth, confidence, and momentum in your business.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here...

So many business owners want to share stories in their content - but something keeps stopping them.And sometimes, that barrier is the act of writing itself.In this episode of The Business of Stories, Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia.What changed everything wasn’t learning how to write ‘better’ - it was learning who she was writing for, and how to use simple storytelling frameworks to get her ideas out of her head and onto the page.You’ll discover:How clarity, structure, and a strong core message can remove resistance and build confidenceWhy storytelling frameworks matter - especially if writing feels overwhelming or heavyHow finding the golden thread that runs through your three key stories makes your content feel focused, intentional, and connectedWhy stories work best when they meet people exactly where they’re atHow your stories can be a powerful bridge between you and the people you’re here to helpThis warm, encouraging conversation will help you see that storytelling isn’t about writing flawlessly - it’s about helping one real person feel understood, supported, and less alone.If you’re ready to stop battling the blank page and start sharing stories with more clarity, compassion and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio a...

In this super practical episode of The Business of Stories, Susan shares why simplicity is what makes stories compelling - and how packing too much into your story is one of the fastest ways to disengage your audience.She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters.You’ll discover:How to focus on one moment, one message, one insight - without detours, diversions, or rabbit holesHow using a word limit forces clarity and helps you cut out the clutter.How bullet points can be a powerful storytelling toolWhy knowing the point of your story before you start makes it easier to know what you need to includeHow starting in the moment, and ending sooner than you think, can strengthen the impact.The simple perspective shift that helps you experience your story the way your ideal client will.This clear, actionable episode will help you simplify your stories, sharpen your message, and stop overwhelming your audience - without losing what makes your voice uniquely yours.If you’re ready to stop cramming everything into one story and start sharing with more clarity, compassion and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here...

It’s so easy to think that pricing is just a number. Something practical. Logical. Neutral.But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not.In this episode of The Business of Stories, Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the clients you attract.You’ll discover:How undercharging can quietly undermine trust, positioning, and confidenceWhy fitting in with your competitor’s pricing might be keeping you stuckHow to spot a disconnect between how you position yourself and what you chargeThe role energy plays when you quote a price, and why it matters more than you thinkWhy pricing is never about your self-worthA simple way to make the value of what you do feel tangible, clear, and easy to say yes toThis perspective-shifting episode will help you look at your pricing in a new light, and make intentional choices that feel aligned - for you and the people you’re here to help.If you’re ready to stop letting fear or old beliefs dictate your prices, and start telling a story of clarity, confidence and value, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here And my...

Have you wondered how connection works in business?Why some people lean in, and feel excited to work with you - while others walk away?In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business.She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture.It’s something that happens when you stop trying to be for everyone.You’ll discover:Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to youHow storytelling creates real connection in the body, not just in the mindWhy perceived similarity matters more than being a ‘perfect match on paper’How your stories act as a natural filter - attracting aligned clients and filtering out the restHow sharing what you stand for helps the right people buy into you, before they buy from youThis reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my...

In this episode of The Business of Stories, Susan sits down with business mentor Natasha Britton, whose journey from homelessness, teenage motherhood, and financial pressure to building a successful salon business shows what’s possible when vision, resilience, and self-belief lead the way.Natasha shares her story with honesty and heart - and shows how lived experience, adversity, and hard-earned lessons shape the way we lead, mentor, and serve others.You’ll hear how Natasha’s story became the foundation of her positioning, her confidence, and the deep trust she builds with clients - and why sharing your story with intention can be one of the most powerful business decisions you ever make.You’ll discover:How lived experience builds credibility in a way strategies alone never canWhy the hardest parts of your journey often shape the mentor, guide, or leader you becomeWhy you don’t need your client’s exact story for them to feel seen, heard and understoodThe mindset shifts that help you keep going when things feel overwhelming or uncertainThe power of staying connected to the chapters you’ve ‘outgrown’ - and why they still matterThis honest conversation will help you see your story differently. Not as something to hide or move on from, but as a source of strength, clarity, and connection for the people you’re here to help.If you’re ready to stop downplaying where you’ve come from and start using your story with more clarity, compassion and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use...

Have you ever realised that you’ve bought into the narrative that success has to be hard, and that nothing worth having comes easily?Well, this episode is an invitation to look at what happens when you get clear about what you want - and the energy you bring to receiving it.In this fun, honest, and surprisingly grounding episode of The Business of Stories, Susan shares unforgettable stories about ‘ordering’ from the Universe.You’ll discover:How being clear and specific about what you want changes what you receiveWhy the energy you bring to your content, conversations and offers, can impact your results more than you thinkWhy clarity, belief, and openness matter just as much as strategy when it comes to attracting clients, income, and opportunities.How doubt, fear, or bracing for disappointment quietly blocks resultsHow to stay open to receiving - even when life or business feels messyAnd a simple way to shift your energy before your next launch, offer, or big askThis uplifting and reassuring episode will help you reconnect with what you really want, show up with more belief and ease, and remember that your business doesn’t have to feel hard to be successful.If you’re ready to trust what you’re building and bring more clarity, confidence, and openness to how you show up, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s...

So much can happen in a year. Not just in your business, but inside you.In this reflective end-of-year episode, Susan explores the idea that every year creates new versions of you. Versions that didn’t exist twelve months ago. You’ll also learn how to look back on your own year through the lens of story - not just what you did, but who you became.You’ll discover:How moments you barely notice at the time can quietly shape who you becomeA daily exercise to find your stories of strength, insight, connection, rediscovery, letting go, growth, and choosing yourselfHow keeping your stories simple helps people stay engaged - and actually remember your messageWhy looking ahead through the lens of story can be more powerful than traditional goal settingThe value of focusing on who you want to become, not just what you want to achieveHow to think about growth, evolution and alignment as you step into 2026If you’re ready to honour who you’ve become, reflect on the moments that shaped you, and step into 2026 with intention and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here And my speaker page hereConnect with Susan:Email: susan@thebusinessofstories.comLinkedIn: a...

So many of us move through our days feeling rushed, stretched, or a little bit unseen. And then, every so often, a moment stops us - and reminds us that we matter.In this reflective festive episode of The Business of Stories, Susan speaks to something every human longs for: to be noticed, understood, and held with kindness, even for a second. And how simple acts of connection can shift everything.You’ll hear why your stories matter more than you realise, why your impact extends far beyond what you can measure, and why ‘being seen’ is one of the greatest gifts you can give … to others, and to yourself.You’ll discover:Why being seen and acknowledged is a primal need we all shareHow small acts of humanity can change the course of someone’s dayHow your stories help people feel understood, connected, and less aloneWhy your impact is always bigger than what you can seeHow to honour yourself through the imperfect, emotional, beautiful chaos of ChristmasAnd a practical action step, to make someone else feel valued and rememberedThis gentle, heartfelt episode will help you slow down, breathe, and reconnect with what truly matters – your voice, your impact, and the people you’re here to help feel seen.If you’re ready to step into the new year with more clarity, compassion and confidence - and to honour the gift your stories really are - this episode is a must-listen. If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio

What if you’re doing more than building a business? What if you’re building a movement?So many of us have a chapter or conflict in our story that changed us. A moment we wish had been different, or a belief we couldn’t ignore any longer.And yet, we rarely see how that tension is often the very thing that reveals what we stand for - and the beginnings of a movement we may already be leading.In this episode of The Business of Stories, Susan explores how the friction inside your story - the thing that shaped you, stretched you, or woke you up - can become the catalyst for something much bigger than an offer, a programme, or a brand. You’ll discover:How your story can become the foundation of the movement you’re quietly buildingWhy movements don’t begin with offers or strategies - but with the beliefs you hold most deeplyThe simple sentence that uncovers the ‘injustice’ your work is here to changeInspiring stories of those whose hardest seasons and struggles became catalysts for meaningful changeListener Q&A: How to use storytelling to shift a cultural narrativeAnd a practical action step on sharing what you believe - and stand forThis inspiring and practical episode will help you see your story, and your business, through a wider, more powerful lens.If you’re ready to uncover what you stand for, honour the movement within your message, and lead with more clarity, compassion and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio a...

What happens when the story that shaped you is also the one you’re most afraid to share?In this episode of The Business of Stories, Susan sits down with Storytelling Mastery member Jen Neil, who spent years hiding - held back by a chapter of her life that carried deep shame, grief, and a sense of failure.Jen opens up about walking away from everything - her home, her business, her identity - and the long journey back to herself. You’ll hear how she rebuilt from the ground up, found the courage to tell the truth about her past, and slowly turned the very story she wanted to hide from … into the foundations of the thriving coaching practice she runs today.If you’ve ever felt like a part of your past disqualifies you, makes you question how others will see you, or is safer kept quiet, Jen’s story will show you what’s possible when you stop hiding, and start reclaiming the strength you didn’t know you had.You’ll discover:Why shame-filled or ‘messy’ chapters are often the ones that shape your deepest gifts and purposeHow Jen rebuilt her identity after losing everything, and why hiding kept her stuckThe moment she realised the thing she was most afraid to share was the exact thing her clients neededWhat changes when you shift from sharing your story as the hero (or victim!) … to sharing it as the guideHow to share hard stories safely, intentionally and from the scar, not the woundThis honest, powerful conversation will help you see your story with more compassion, and recognise the strength, wisdom and mission that may already be living inside the chapters you’ve been avoiding.If you’re ready to rewrite how you see yourself, reclaim the parts of your story that shaped you, and use them to serve others, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comIf you’d like to contact today’s guest Jen Neil, you can do so at storystrands.co.uk/contact-usOr grab her free guide ‘10 Signs It Might Be Time to Refresh Your Story’ at storystrands.co.uk.*Download my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple...

So many of us have chapters of our story that we feel uncomfortable sharing; moments we wish had gone differently or that we fear people might judge us for.In this episode of The Business of Stories, Susan shares why those very chapters often hold the most strength, the most connection, and the most gold. Through real life stories of celebs and clients, Susan shows how the hardest seasons can shape who you become and why sharing the challenging times (when you're ready) can deeply resonate with the people you want to help.You’ll discover:How to know what to share (and what not to) when a chapter feels raw, painful or vulnerableThe power of sharing from the scar, not the wound, and why timing mattersHow to tell honest stories without feeling like a victim, or worrying that people will pity you.Five simple steps to sharing a difficult story with purpose, clarity, and impactWhy owning your story builds trust, relatability, and respect even when things didn’t go to planA powerful reminder that your audience doesn’t need the whole story to benefit from the wisdom that came from itThis honest and reassuring episode will help you honour your story, own your growth, and use even the hardest chapters to support the people you’re here to help. If you’re ready to stop hiding the parts of your story that shaped you most, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio

What do you do when your offer gets crickets, your posts fall flat, or people say they’re interested - and then disappear?!In this episode of The Business of Stories, Susan shares the honest truth about what these moments mean, and why they’re rarely a reflection of your ability or the value you bring. She also opens up about her own journey of experimenting, refining, and slowly building a business that feels aligned, sustainable, and right for her.You’ll learn how to take the emotion out of ‘things not working’, how to read feedback the right way, and how to keep moving forward with clarity and confidence, even on the messy days.If you’ve ever wondered, “Is this normal?” or questioned your direction when something didn’t land, this episode will help you feel less alone … and far more empowered.You’ll discover:The one simple question that helps you stay aligned and in love with your businessWhy business is an experiment and how to use feedback without spiralling into self-doubtWhy consistency, repetition, and showing up more than once are essential for salesThe motto that keeps Susan grounded in every launchThe simple (but powerful) mindset shift that keeps you going when things feel uncomfortableHow to remove the emotion from your business results (and keep it for your stories instead)This motivating episode will help you reset, reconnect with your path, and see your business with more clarity and compassion.If you’re ready to build a business that feels aligned and work through the dips with confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time,...

What truly sets you apart when others are offering the same?In this episode of The Business of Stories, Susan shares why everything from your background, values and quirks to your lessons and lived experiences create a unique blend no one else can replicate. And, how you can use that to make sure your positioning feels aligned, your messaging gets easier, and clients see the real value you bring.Susan also shares practical places to look for your uniqueness and how to thread what’s different about you into your offers, content, and conversations - without feeling like you’re bragging. If you’ve ever wondered “what makes me different?” this episode will help you see it, own it, and share it.Here are the highlights:How your unique blend of stories, skills, and life experiences set you apart in a world of lookalike businessesWhy embracing who you are matters just as much as what you do.How to uncover the hidden gifts, superpowers or magic touches that make your work one of a kind (even if you don’t realise it)How your challenges, hobbies, and even random interests can become part of your business magic.How leaning into what you bring to your work will help you say no to things (and people) that aren’t aligned and build a business that makes you happy And a simple way to start weaving your unique blend into how you show up today.This inspiring episode will help you stand in your value, attract the right clients, and build a business that feels fully aligned with who you are. If you’re ready to stop downplaying what makes you different and start showing up with clarity and confidence, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide Masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing

If keeping your stories simple, concise and compelling is a challenge for you, and you struggle to know what to cut out, what to keep in, and how to make sure you don’t lose the emotion in your posts or emails, then this episode of The Business of Stories is for you.Join Susan Payton as she shares one of the most simple structures in storytelling, that sits at the heart of almost every story you already know and love. With stories and examples that bring every step of this simple framework to life, you’ll be putting it to use in no time! Here are the highlights:How two broke designers turned three mattresses into a billion-dollar brandWhy packing too much into your story will confuse your audience, and the easy fix that keeps them hooked from start to finish.The simple, five-word structure behind every great movie, book and story - and how to use it in your stories Why the ‘but’ in your story is where the emotion and connection lives.Listener Q&A: Making your stories concise and compelling without losing their emotion or impact And a practical action step on taking your audience on a journey in five simple steps.This super practical episode will help you transform lengthy or scattered stories into powerful, memorable narratives. If you want a simple framework that will help you share stories in your posts, talks and clients stories, so they flow and resonate every time, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio

If you’ve ever felt awkward about showing up online, uncomfortable promoting your work, or worried about coming across as ‘salesy’, this episode of The Business of Stories is for you.Join Susan Payton as she shares one of the most powerful storytelling concepts of all - the Hero and the Guide. Through stories from Star Wars to a vivid jungle metaphor, you’ll discover why your clients don’t need another hero in their story - they need you, as their guide.Susan reveals how understanding your role in your client’s story can transform not only the way you show up, but also how your audience perceives you. You’ll see why showing up as the guide is what creates trust, connection, and the feeling of relief your ideal clients are longing for.Here are the highlights:Understanding the role you play in your client’s journey and how they need you to show up for themBeing a light for your ideal clients, and how to make it easy for the people who need you to find you.Recognising how your clients are really feeling before they find you, and how to make them feel safe and relieved to work with youThe simple shift in your positioning that changes everything, and allows you to show up as the person your ideal client is looking forThe power of meeting them with empathy, showing them the path they need to take and helping them navigate uncertainty and fearHow showing up more - not less - is serving your clients and making it easy for them to find you, and get what they want.Listener Q&A: Overcoming the fear of putting your content out there and what happens when you hold back And a practical action step on sharing a story about who has guided you and helped you become who you are todayThis inspiring episode will help you step fully into the person your ideal clients are looking for. If you’re ready to stop worrying about being too visible and start showing up with confidence, clarity, and purpose - so you can serve - this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload my Be The Guide masterclass herehttps://thebusinessofstories.com/betheguide/Download a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has...

If you’ve ever felt held back in your business by self-doubt, fear of visibility, or those relentless “what ifs,” this episode of The Business of Stories is for you. Join Susan Payton as she shares her own powerful journey of overcoming a debilitating fear of public speaking, and learn how YOU can change the inner story that’s keeping you stuck.From sweating hands and panic attacks to speaking calmly on big stages, Susan reveals the pivotal moments (including an unexpected public challenge from Daniel Priestley and a career-making five-day launch) that helped her rewrite her ‘inner narrative.’ Discover the mindset shifts and storytelling strategies that allowed her and hundreds of her clients to show up with confidence, connect with ideal clients, and build a business that feels authentic and inspired.Here are the highlights:Why worrying about judgment, rejection, or failure stems from stories you picked up as a child and how to notice and rewrite them.How to stop making it about you. The life-changing advice that showed Susan how to shift focus from self-consciousness to serving her audience.Embracing your unique self. Why being fully, unapologetically YOU is your greatest superpower in business and how to use your personality, gifts, and life experiences to attract perfect-fit clients.The power (and honesty) of sharing self-doubt.Why talking about moments when you felt ‘not good enough’ can create deep resonance and connection with your audience and clients.The power of mastermind communities. How surrounding yourself with people who are ahead of you can fuel your growth, and how to use comparison as inspiration not discouragement.Listener Q&A: Doing things that feel scary, and the importance of recognising how far you’ve come and how capable you are.And a practical action step on sharing a time you doubted yourself, but found the strength to keep going.Susan’s honest reflections and actionable advice in this episode will help you identify the stories holding you back, rewrite them, and start showing up for the people who need you most. If you want to stop hiding and holding back, and instead feel excited about your business again, this is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and

You’ve made it to the last step of Susan Payton’s transformative storytelling process and it might just be the most powerful yet. In this must-listen episode of The Business of Stories, Susan guides you through Step 7: Your Sweet Spot - where your personal journey and your client’s story connect, align, and unlock marketing magic.Discover how sharing your real, lived experiences can set you apart, create deep resonance, and show your clients exactly why YOU are the guide they’ve been searching for. Susan shares the story of a brand photographer who thought her personal life had nothing to do with her business, and how finding the connection between her brave move to a new country and her clients’ leap into entrepreneurship led to a major breakthrough.You’ll also hear the fascinating example of Dr. Anna, a clinical psychologist whose diverse clients (from barristers to actors, athletes to CEOs) all share one critical golden thread. Susan explains how to uncover this ‘core story’, so you can create messaging and content that speaks to everyone you help, without splintering your brand or losing clarity.Here are the highlights:The power of telling personal stories even when you think they ‘don’t relate’ to your workWhy both your journey and your client’s journey matter, and how to weave them together for true connectionHow to discover your ‘golden thread’ and use it to create simple, effective messaging (no need for multiple websites or confusing offers!)The real reason your stories might not be resonating, and how to bring clarity, confidence, and connection back into your storytellingThe moment Susan realised storytelling was her true calling, and how that  single ‘aha’ changed everything.Listener Q&A: Finding your unique selling proposition (USP) through your life and work experiencesAnd a practical action step on sharing a story about the moment your business was born.If you’ve ever wondered how to stand out, show up, and sell your services in a way that feels fully authentic (and never salesy), this episode is your guide to finding the stories only you can tell.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops,...

If you’ve ever struggled to sell your services, felt stuck in the ‘time for money’ trap or found yourself competing on price, this episode of The Business of Stories is a must-listen. Host Susan Payton lifts the lid on Step Six of her signature storytelling framework: Your Value. She reveals how powerful transformations happen when you shift your focus from promoting your process to celebrating the outcomes you help your clients achieve.Using vivid examples from a personal trainer who ditched hourly rates for a high-ticket, high-impact health concierge for CEOs, to financial planners and business coaches transforming their messaging. Susan shows the magic that happens when you communicate the value of what you make possible. Discover why people don’t really want your time, expertise or process, they want the results and the Happy Ever After you can deliver.This episode will inspire you to see (and own!) your true value, communicate it with confidence, and use stories to create a business that stands out, attracts your ideal clients, and commands higher fees.Here are the highlights:Why talking about hours, sessions or packages is confusing for clients and could be holding your business backThe game-changing reframe from ‘what you do’ to ‘what you help your clients do’Real stories of business owners who increased their income and impact by connecting with the true value they provideThe one thing that is missing for a lot of business owners when they try to promote their stuff and talk about what they do How to identify your ideal client’s ‘happy ending’ and craft your messaging around what they actually wantSimple ways to gather client feedback to clarify and communicate the results you make possibleListener Q&A: How to use storytelling in your coaching sessions so clients can start living a new version of their storyAnd a practical action step on sharing stories that show how you help your clients get better resultsIf you’re ready to step confidently into your value, escape the price competition trap, and start telling stories that do the selling for you, don’t miss this episode.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery here About your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract

Are you struggling to cut through the noise and truly connect with your ideal clients? In this episode of The Business of Stories, host Susan Payton dives deep into Step Five of her signature storytelling process: Your People. Susan shares why narrowing your focus and getting crystal clear on who you serve isn’t just good for business, it’s a game-changer for your messaging, your marketing, and your sense of purpose.Drawing on real stories from her own book launch to client breakthroughs, Susan illustrates the power of specialist positioning. She reveals how documenting your own journey and tuning in to past experiences can light the way to ‘your people’, and why the more specific you get, the more magnetic your message becomes.If you’ve ever hesitated to niche down, this episode will help you get clear and guide you toward stories that ‘do the selling in your business’, so you don’t have to.Here are the Highlights:How a book launch strategist showed exactly what strong positioning looks like, and why it’s the key to connectionThe magic that happens when you stop trying to be ‘everything to everyone’ The surprising way unpacking your own stories reveals exactly who you’re meant to help How being clear and specific about your ideal client actually increases your perceived value Why your stories become more powerful (and profitable) when you know exactly who you’re telling them toThe simple storytelling shift that helps your ideal clients instantly recognise themselves in your contentListener Q&A: How to use stories when every client is differentAnd a practical action step on sharing a client win (and why those simple stories are your most effective sales tool).If you want your messaging to land with the right people, or you’re ready to stand out as a true expert in your field, don’t miss this episode.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comDownload a free copy of The Business of Stories hereGrab The Storyteller’s Starter Pack hereCheck out Storytelling Mastery hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great...