This episode is part of Mastering the Business of Storytelling, a Learn-It-All™ Mini-Series exploring how great leaders move people to action through story.

Level up your storytelling—and your leadership—in this must-listen episode of the Learn-It-All™ podcast. Host Damon Lembi welcomes Matthew Dicks, acclaimed storyteller, author, teacher, and nine-time Moth Grand Slam champion, to unpack the “why” and “how” behind memorable stories that win hearts, minds, and deals. From actionable strategies for business leaders to the surprising lessons bad storytellers offer, this episode busts myths about what makes a story “work.” Plus: the secrets to a killer opening, why vulnerability trumps data, and Matthew’s acclaimed “Homework for Life” tool to help you capture story-worthy moments in everyday life. If you want to boost your impact as a business leader, sales pro, or communicator, this conversation is packed with practical wisdom and real-world examples. 

In this episode, you’ll learn: 

• The 3 essential elements every great story needs (and why they matter in business) 
• Strategic ways to open a talk and instantly hook your audience 
• How sharing failures and vulnerability make you memorable—and trustworthy 
• The biggest mistakes boring storytellers make (and how to learn from them) 
• Why personal connection outsells products, and how to “story sell” in every meeting 
• How “Homework for Life” helps capture meaning from everyday moments 
• Smart tips for creating suspense, surprise, and credibility in any setting 
• Why leaders need to stop relying on bios—and start with stories 

Timestamps:

00:00 – The power of leveling up your storytelling skills quickly  

02:06 – Matthew’s aha moment on why leaders need stories  

03:24 – 3 main building blocks of memorable stories  

06:38 – The value of competition, Moth victories, and peer recognition  

09:00 – Learning from bad storytellers: watching, flipping, and avoiding mistakes  

11:35 – Why your opening matters more than your ending  

13:36 – How to instantly “trigger” story mode in your audience’s brain  

17:26 – Why most storytellers start too soon (and how to find the right beginning)  

19:24 – Getting technical people and scientists out of the “how” trap  

22:04 – Why people buy humans, not products: Trevor Devine’s windows story  

26:53 – How to demonstrate empathy and listen deeper than content matching  

27:23 – Matthew’s 100% close rate as a wedding DJ (and the storytelling secret)  

33:25 – Vulnerability in sales: sharing your mistakes builds trust  

35:32 – Domino’s Pizza turnaround—a masterclass in crisis storytelling  

40:17 – The “pickle story”: specificity and context in storytelling  

44:30 – Creating surprise and suspense in everyday presentations  

46:59 – Tips for using information exclusion to hook audiences (the suspense formula)  

50:31 – Storyworthy’s “Homework for Life”: capturing stories from your everyday  

56:23 – The single biggest lesson Matthew learned from decades as a teacher 

About Matthew Dicks  

Matthew Dicks is an award-winning storyteller, novelist, elementary school teacher, and renowned coach to leaders across Fortune 500 companies. He’s the bestselling author of Storyworthy and Story Sell and has won the Moth Grand Slam nine times, making him a legend in the world of competitive storytelling. Matthew teaches storytelling workshops and gives keynotes for clients including Google, Microsoft, and Slack, helping people turn ordinary moments into extraordinary connections and results. Learn more at MatthewDicks.com and connect on LinkedIn. 

Resources Referenced: 

• Matthew Dicks on LinkedIn 
• Storyworthy (Matthew’s book on personal storytelling) 
• Story Sell (Matthew’s book on business storytelling) 
• Homework for Life App 
• TEDx Talk: Homework for Life 
• MatthewDicks.com 
• “Jolt Effect” by Matt Dixon (book link) 

Podcast Contact Information: 

Website: www.learnit.com 

Email: podcast@learnit.com 

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