Shifting Views with Willis · 2026-03-23 · 48 min
Most businesses think they’re telling a strong story. In reality, they’re talking about themselves, and their customers have already switched off. In this episode of Shifting Views with Willis, Wayne Willis sits down with John Elbing, founder of Standpoint and author of the number one international best-selling book Storybuilding. The conversation explores a simple but often overlooked truth. Customers don’t care about what you do. They care about what it does for them. John shares why so many organisations struggle to
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