If you’ve ever listened to “How I Built This” with Guy Raz, you know it’s more than a podcast—it’s a masterclass in storytelling. We were able to sit in on a masterclass during Content Marketing World 2025 and learned that behind every successful business is a story worth telling and retelling. As marketers, it is our job to make those stories sing and leave a lasting impact. Great brands aren’t built on products alone—they’re crafted with unforgettable stories that invite audiences in and inspire loyalty.
In today’s crowded marketplace, the brands that rise above the noise are the ones that lead with authenticity, purpose and a story people genuinely want to be part of. Here are five lessons we learned from Guy Raz.
Every business is a story.
First, the fundamentals:
At its core, every business is a story.
Why did you pursue this idea?
Why does it add value?
Why should people care?
Storytelling isn’t a decorative touch; it’s the foundation for everything, from your brand positioning to your creative strategy. People are naturally drawn to stories—they help us make sense of the world, build connections and, ultimately, guide our decision making.
Don’t just sell—create an experience
The most memorable brands understand that they’re not just selling products or services; they’re delivering experiences. Investing in customer experience isn’t just good practice—it’s good business, with companies seeing an average gain of $700 million within three years. That’s real ROI. When you lead with the experience, you invite your audience into something meaningful, something they’ll remember and return to.
Stand out by selling the story, not the features
In today’s saturated market, it’s easy to get lost in a sea of specs and features. But as competition intensifies, it’s the story you tell that truly sets you apart. Features may win the technical comparisons, but it’s the narrative that wins hearts. Focus on the bigger picture—why you exist, what you stand for and why it matters.
Consistency beats virality every time.
While viral moments can grab attention, it’s consistency that builds lasting trust. Guy reminds us that showing up with authenticity and purpose day after day is what establishes a brand in the minds of consumers. It’s not about fleeting trends; it’s about proving reliability and genuine connection over time.
Failure fuels storytelling.
It’s how audiences see the real you—the human behind the brand. No brand journey is without its challenges. When things go wrong—and they inevitably will—view it not as a setback, but as a plot twist in your story. Honest storytelling about failures and how you overcome them reveals the human side of your brand, inviting your audience to root for you even more.
Ultimately, the brands that endure are built on stories that people believe in. If you want to create a brand that lasts, focus on crafting a narrative that inspires trust, encourages connection and makes your audience feel like a valued part of your journey. Want to craft meaningful brand stories that last? We can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.