The Business of Storytelling

How Business Storytelling Builds Trust and Drives Results

The Duct Tape Marketing Podcast, 10 September 2026. The book comes up at 30 sec in.

Don Yeager appears as a guest to discuss his book. He explains its framework of four universal truths and ten story-building elements, stressing the difference between elements and formula. He argues storytelling is a fundamental human imperative that outperforms data and credentials, that AI cannot tell a personal story, and that businesses need core stories — origin, customer, and employee. He emphasises that the best stories are human, personal, and true.

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