241: Mastering The Business of Storytelling: Connect, Don’t Convince | Dr. J.J. Peterson

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Written By damon lembi

Dr. J.J. Peterson, founder of Conscious Brand Agency and former Head of StoryBrand, joins Damon Lembi for an animated, insight-packed conversation on how storytelling transforms leadership, communication, and team alignment. Drawing on decades of experience in brand strategy and narrative theory, J.J. reveals how to move people to action through empathy, clarity, and purpose. He unpacks StoryBrand’s seven-part framework, explains why leaders must stop being the hero and start being the guide, and shares how “narrative transportation” rewires our brains for trust and motivation.

Read the full breakdown of Dr. J.J. Peterson’s episode on Learnit.

Key Leadership Lessons from Dr. J.J. Peterson’s Journey:

  • Make your team the hero: Great leaders guide; they don’t dominate the story.

  • Clarity drives action: Simplify complex messages using the “rule of threes.”

  • Lead with empathy and authority: Trust grows when people feel understood and guided.

  • Start with the problem: Hook attention by defining the challenge before offering solutions.

  • Use storytelling science: “Narrative transportation” helps your message resonate and stick.

Connect with Dr. J.J. Peterson:

Dr. J.J. is a storytelling expert, leadership coach, and founder of the Conscious Brand Agency. Formerly Head of StoryBrand, he’s helped thousands of leaders and companies turn complex ideas into powerful, audience-centered narratives that inspire action and lasting engagement.

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