Season 1 · Episode 4
Building Real Stories from the Ground Up – with Joan Cetera
October 30, 202433m 50s
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Show Notes
In this episode, Joan shares with John Kiker, president of Medium Giant:
- How she parlayed her experience from highly palatable food at Frito-Lay to heavy-duty machinery at Caterpillar
- How Caterpillar’s brand story has built a name for itself in our culture — right down to actor Ryan Gosling’s cap in The Fall Guy
- Why a compelling “story arc” is essential for good brand storytelling
- Why it’s important to get employees excited about their company’s story — and how to do it
- Why homing in on humor and moments of joy can be a game changer in storytelling
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