Have you wondered how connection works in business?
Why some people lean in, and feel excited to work with you – while others walk away?
In this episode of The Business of Stories, Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing – and why that’s actually good news for your business.
She explores the science behind connection, from brain chemistry to mirror neurons, and shares a powerful reminder that connection isn’t something you manufacture.
It’s something that happens when you stop trying to be for everyone.
You’ll discover:
- Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to you
- How storytelling creates real connection in the body, not just in the mind
- Why perceived similarity matters more than being a ‘perfect match on paper’
- How your stories act as a natural filter – attracting aligned clients and filtering out the rest
- How sharing what you stand for helps the right people buy into you, before they buy from you
This reassuring episode will help you stop second-guessing why not everyone connects with your message, and start trusting that your way of showing up is doing exactly what it’s meant to do.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Check out Storytelling Mastery here
Download my Be The Guide Masterclass here
Download a free copy of The Business of Stories here
Grab The Storyteller’s Starter Pack here
About your host Susan Payton:
When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!
In fact, that moment completely changed her business – and her life.
Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.
Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.
Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.
In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.
See my bio here
And my speaker page here
Connect with Susan:
Email: susan@thebusinessofstories.com
LinkedIn: https://www.linkedin.com/in/susanpaytonuk/
Facebook: https://www.facebook.com/SusanPaytonUK/
Instagram: https://www.instagram.com/thebusinessofstories/
Produced by Winter Audio.