In this episode of Getting to Aha!, host Darshan Mehta sits down with Joseph Lapin, founder of Campbell Learn, to explore how storytelling, especially the hero’s journey, can transform higher education marketing. Lapin reveals why 95% of decisions are made subconsciously and how tapping into emotional narratives can boost enrollment, engagement, and brand recall. From avoiding common storytelling mistakes to blending performance marketing with immersive tech like VR/AR, Lapin shares practical strategies for connecting with prospective students. Whether you’re in education or another sector, this episode will show you how to create narratives that sell not just products, but transformation.

Joseph Lapin is the founder of Campbell Learn, where he helps higher education institutions and edtech organizations drive scalable growth through strategic marketing, storytelling, and enrollment journey design. A seasoned marketing leader, he previously served as head of marketing at Bisk and co-founded Circa Interactive, leading both to industry recognition and acquisition. With deep expertise in enrollment growth, content strategy, and digital innovation, Joseph partners with universities to create transformative student experiences that drive engagement, differentiation, and long-term success.

KEY TAKEAWAYS
👉 Joseph explains the three pillars of effective storytelling: clear individual desires, customer-centric narratives, and measurable outcomes. For Northwestern Law, this approach shifted focus from lawyers to STEM professionals needing legal skills, boosting engagement and lowering acquisition costs, by aligning messaging with real career goals.
👉 Joseph breaks down how conflict in storytelling doesn’t require “slaying dragons.” Instead, it’s about showing real people overcoming everyday challenges. He shares the story of a mother driven into education policy by her child’s struggles, highlighting how relatable tension drives deeper audience connection.
👉 Joseph reveals why emotional connection matters more than what audiences say they want. He cites Henry Ford and Apple as examples, explaining how tapping into subconscious motivations through testing and emotion-first messaging leads to more compelling, high-converting campaigns.
👉 Joseph shows how a San Diego brewery stood out in a crowded IPA market by highlighting the founders’ shipbuilding roots. Instead of focusing on product specs, they leaned into brand heritage, proving that authentic founder stories linked to universal themes can powerfully differentiate in saturated markets.

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And connect with the host and guests here:
Darshan Mehta on LinkedIn - https://www.linkedin.com/in/darshan--mehta
iResearch Website - https://iresearch.com
Joseph Lapin on LinkedIn - https://www.linkedin.com/in/joseph-lapin/
Campbell Learn on LinkedIn - https://www.linkedin.com/company/campbell-learn/ 

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Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

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