In 2015, I shared my ‘very ordinary’ story with 1500 business owners and it totally changed my business - and my life.
I went from struggling to be seen and heard, to having dream clients signing up to work with me.
It blew my mind.
I saw first-hand how sharing stories in business is not just essential; it’s a superpower!
Since then, thousands of business owners have bought my book, The Business of Stories, and used my simple storytelling frameworks in their content and marketing - to cut through the noise, communicate their value, build authority and create connection.
If you struggle to get across who you are, what you help your clients do and why they should work with you – this podcast is for you.
No matter what your life has looked like or what stage of business you are at, your stories are your greatest asset and, every week, I’ll show you how to find and share the ones that will do the ‘selling’ for you in your business, so you don’t have to!
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/
Download a free copy of The Business of Stories here: https://thebusinessofstories.com/freebook/
Grab The Storyteller’s Starter Pack here:
https://thebusinessofstories.com/pack/
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In 2015, Susan Payton shared her ‘ordinary’ story with 1,500 women in business and the response blew her away. So many people resonated, connected, and reached out. That moment completely changed her business … and her life.
Since then, Susan has worked with entrepreneurs all over the world, written the international bestselling book The Business of Stories, spoken on stages from Brighton to Barcelona, 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 their ideal clients and grow their business.
Now, she’s bringing that same insight to The Business of Stories podcast, sharing simple tips, real-life examples, and stories that do the selling for you, so you don’t have to.
Every Wednesday, you’ll learn how to cut through the noise, become THE expert your dream clients want to work with, and build the business you want … one story at a time.
Click, follow and subscribe now to get the first 3 episodes when they drop!
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.
Ep 03: Step #1 Your Personal Story - Ordinary moments, extraordinary impact
Épisode 3
mardi 9 septembre 2025 • Durée 21:36
What if the part of your story you’re hiding is the part that connects most?
In this episode of The Business of Stories, Susan Payton shares a personal moment watching her daughter run the London Marathon, and how it revealed something powerful about storytelling in business.
It’s a reminder that the moments which move people most aren’t always the loudest or most dramatic - and that the right story, told well, can spark connection in ways you’d never expect.
Susan reflects on why your own experiences, even the quiet or messy ones, are worth sharing. She also answers a thoughtful listener question about what to do with the parts of your story that feel too personal to put out there.
If you’ve ever wondered whether your story is too ordinary (or too much) this one’s for you.
Here are the highlights:
The surprising truth about the London Marathon and what it can teach us about storytelling.
The three biggest myths about sharing your story - and why none of them need to hold you back.
How to start your story so it grabs attention and keeps people engaged.
How to share your story without oversharing, and keep it simple, relatable and powerful.
How to use your story as fuel for your mission, even if you’re not ready to share every detail.
Ep 02: Where to find the stories that make your clients feel instantly connected to you
Épisode 2
mardi 9 septembre 2025 • Durée 20:10
What actually makes people stop, listen and buy?
In this second episode of The Business of Stories, Susan Payton shares a simple moment at a local craft market that shifted how she sees storytelling in business.
It’s the kind of story you’d easily overlook, until you realise how deeply it speaks to what customers really care about: connection, meaning and truth.
Susan also walks us through her seven-step storytelling framework, built to help you find and share the stories that matter, from your personal journey, to the purpose behind your work, to the experiences of the people you help.
If you’re tired of feeling like your message isn’t landing, this episode will help you bring clarity to your story and confidence to how you tell it.
Here are the highlights:
The heartfelt story behind a table of gift boxes that turned Susan into a loyal customer and raving fan.
Why your brain is hard-wired to connect through stories - and how to use that to your advantage in business.
The simple 7-step storytelling framework that helps you find, unpack and share the stories that build real connection.
How one client discovered her true niche, and the stories that would resonate most, by unpacking her personal journey.
The Sweetspot where the right story, told to the right person at the right time, creates magic - and does the selling for you.
Listener Q&A: The biggest mistake people make when they try to turn their story into a business tool
And a practical action step on sharing a leap of faith story
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Ep 01: How sharing my story changed my business - and life!
Épisode 1
mardi 9 septembre 2025 • Durée 17:25
What if the thing holding your business back isn’t your offer but the way you talk about what you do – and why?
In this first episode of The Business of Stories, host Susan Payton takes us back to where it all began, her kitchen table in 2015. She had ideas, ambition, and a group of people who believed in what she was doing. But something wasn’t clicking.
Susan shares what it really felt like to build a business from scratch, the frustration of blending into the noise, and the moment she realised she wasn’t running a business at all, just managing a group with no clear message.
That all changed when she started sharing real stories. Not polished, perfect ones but honest ones that people deeply connected with.
Tune in to hear how weaving stories into her content and marketing shifted everything for her - and why storytelling has become the heart of her work.
Highlights:
The honest story about Susan‘s journey that brought her more clients than the previous 12 months combined.
How storytelling became the superpower that transformed her business and her confidence.
The one key, foundational piece that so many business owners are missing - and why their content isn’t connecting.
How your stories can do the heavy lifting in your business, so you never have to feel salesy!
How to stand out in a world of AI-generated content, with the real, raw, relatable stories that are your most valuable asset.
Ep 04: Step #2 Your Business Story - How to stand out with the story only you can tell
Épisode 4
mercredi 17 septembre 2025 • Durée 22:03
How do you choose between businesses that look the same on paper?
In this episode of The Business of Stories, Susan Payton reveals why your business journey and the stories only you can tell are the secret to standing out, building connection, and winning trust.
Susan opens up about her own experience searching for a care agency for her mum, and how a simple story was the deciding factor. She explains why facts and figures matter, but stories are what move people to act.
You’ll get practical advice on how to unpack and share the moments, beliefs, and milestones that shape your business and why they resonate with your ideal clients.
If you’ve ever felt like your business is ‘just another option’ or wondered how to share your journey in a relatable way, this episode is for you.
Here are the highlights:
The real reason people choose one business over another (and it’s not the price!)
Why every business has a story, and why sharing it matters
How to identify and communicate your business’s core beliefs and unique perspective
The surprising way unpacking your business story, and joining the dots, can reveal your unique perspective and value
Why (and how) storytelling works for every business, including creatives and those who sell to corporate
Listener Q&A: Why storytelling works just as powerfully for B2B as it does for B2C - and how one client doubled his business using it
Ep 05: Step #3 Your Customer Story - What you need to know about them
Épisode 5
mercredi 24 septembre 2025 • Durée 22:01
How do you make sure your stories are actually speaking to the people you want to reach?
In this episode of The Business of Stories, host Susan Payton reveals the crucial third step of her process: deeply understanding your customer’s story, so your content can finally land, connect, and sell without ever feeling pushy or salesy.
You’ll learn Susan’s Three Ps of Content (personality, positioning and purpose) and why each one relies on real insight into your audience’s lived experiences, desires, and frustrations. Susan shares practical, actionable ways to uncover your ideal client’s story and explains why using their words can transform your offers, content, and marketing.
If you’ve ever wondered how to make your stories feel more relevant, relatable, and powerful to attract clients you love working with, this episode is your step-by-step guide.
Here are the highlights:
The cautionary tale of the sofa salesman and what he missed
Why you probably don’t know your ideal client’s story as well as you think (and how to fix that)
The Three Ps of Content: personality, positioning and purpose - and how they link back to your customer’s story
Why guessing what your audience wants isn’t enough; you need to *hear* their words and understand their challenges
Real-life examples of using customer interviews and surveys to shape messaging that truly hits home
How to take action even if you don’t have many clients yet (including ideas for market research and audience-testing)
Ep 06: Step #4 Your Why - The story behind your why, and why your clients need to hear it
Épisode 6
mercredi 1 octobre 2025 • Durée 22:33
What makes you get up and do what you do every day? And why should your clients care?
In this episode of The Business of Stories, host Susan Payton explores the crucial fourth step of her signature storytelling process, uncovering and sharing Your Why. Susan breaks down the difference between your personal why and your big why, and how sharing your own motivations can inspire action, attract like-minded clients, and set your business apart.
You’ll discover how your own journey holds the seeds of inspiration for your audience and why what you’re tempted to hide might actually be your business’s greatest selling point. Susan shares honest stories (including her own), big a-ha moments from clients, and practical advice for turning your why into compelling, client-attracting stories for your brand.
If you’ve ever wrestled with finding (or articulating) your why, or wondered whether it really matters for your marketing, this episode will help you cut through the confusion and use your story to connect on a deeper level.
Here are the highlights:
The surprising story of a business coach living his dream in Spain, and why he thought he had to hide it from his clients
How Susan struggled with her own why for years, and the simple shift that finally brought it into focus
The hidden power of your two whys and how to share them with confidence
How finding the why that lives inside your stories can give you a deeper sense of clarity and motivation
How to think of your business as a movement that people want to be part of, not just a service they buy
How your stories can do the heavy lifting in your business, and get your audience ready to buy
Listener Q&A: How quickly storytelling can make a difference in your business – and the magic that happens over time
And a practical action step on sharing your why
If you have a question you would love Susan to answer on the show, please email it (in writing) to
Ep 08: Step #6 Your Value - If you don’t get this one right, no-one will buy!
Épisode 8
mercredi 15 octobre 2025 • Durée 25:05
If you’ve ever struggled to sell your services, felt stuck in the ‘time for money’ trap or found yourself competing on price, this episode of The Business of Stories is a must-listen. Host Susan Payton lifts the lid on Step Six of her signature storytelling framework: Your Value. She reveals how powerful transformations happen when you shift your focus from promoting your process to celebrating the outcomes you help your clients achieve.
Using vivid examples from a personal trainer who ditched hourly rates for a high-ticket, high-impact health concierge for CEOs, to financial planners and business coaches transforming their messaging. Susan shows the magic that happens when you communicate the value of what you make possible. Discover why people don’t really want your time, expertise or process, they want the results and the Happy Ever After you can deliver.
This episode will inspire you to see (and own!) your true value, communicate it with confidence, and use stories to create a business that stands out, attracts your ideal clients, and commands higher fees.
Here are the highlights:
Why talking about hours, sessions or packages is confusing for clients and could be holding your business back
The game-changing reframe from ‘what you do’ to ‘what you help your clients do’
Real stories of business owners who increased their income and impact by connecting with the true value they provide
The one thing that is missing for a lot of business owners when they try to promote their stuff and talk about what they do
How to identify your ideal client’s ‘happy ending’ and craft your messaging around what they actually want
Ep 07: Step #5 Your People - How getting specific can transform your story and your success
Épisode 7
mercredi 8 octobre 2025 • Durée 22:27
Are you struggling to cut through the noise and truly connect with your ideal clients? In this episode of The Business of Stories, host Susan Payton dives deep into Step Five of her signature storytelling process: Your People. Susan shares why narrowing your focus and getting crystal clear on who you serve isn’t just good for business, it’s a game-changer for your messaging, your marketing, and your sense of purpose.
Drawing on real stories from her own book launch to client breakthroughs, Susan illustrates the power of specialist positioning. She reveals how documenting your own journey and tuning in to past experiences can light the way to ‘your people’, and why the more specific you get, the more magnetic your message becomes.
If you’ve ever hesitated to niche down, this episode will help you get clear and guide you toward stories that ‘do the selling in your business’, so you don’t have to.
Here are the Highlights:
How a book launch strategist showed exactly what strong positioning looks like, and why it’s the key to connection
The magic that happens when you stop trying to be ‘everything to everyone’
The surprising way unpacking your own stories reveals exactly who you’re meant to help
How being clear and specific about your ideal client actually increases your perceived value
Why your stories become more powerful (and profitable) when you know exactly who you’re telling them to
The simple storytelling shift that helps your ideal clients instantly recognise themselves in your content
Listener Q&A: How to use stories when every client is different
And a practical action step on sharing a client win (and why those simple stories are your most effective sales tool).
If you want your messaging to land with the right people, or you’re ready to stand out as a true expert in your field, don’t miss this episode.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Ep 10: The Story You’re Telling Yourself - Is it serving you and your clients?
Épisode 10
mercredi 29 octobre 2025 • Durée 30:09
If you’ve ever felt held back in your business by self-doubt, fear of visibility, or those relentless “what ifs,” this episode of The Business of Stories is for you. Join Susan Payton as she shares her own powerful journey of overcoming a debilitating fear of public speaking, and learn how YOU can change the inner story that’s keeping you stuck.
From sweating hands and panic attacks to speaking calmly on big stages, Susan reveals the pivotal moments (including an unexpected public challenge from Daniel Priestley and a career-making five-day launch) that helped her rewrite her ‘inner narrative.’
Discover the mindset shifts and storytelling strategies that allowed her and hundreds of her clients to show up with confidence, connect with ideal clients, and build a business that feels authentic and inspired.
Here are the highlights:
Why worrying about judgment, rejection, or failure stems from stories you picked up as a child and how to notice and rewrite them.
How to stop making it about you. The life-changing advice that showed Susan how to shift focus from self-consciousness to serving her audience.
Embracing your unique self. Why being fully, unapologetically YOU is your greatest superpower in business and how to use your personality, gifts, and life experiences to attract perfect-fit clients.
The power (and honesty) of sharing self-doubt.Why talking about moments when you felt ‘not good enough’ can create deep resonance and connection with your audience and clients.
The power of mastermind communities. How surrounding yourself with people who are ahead of you can fuel your growth, and how to use comparison as inspiration not discouragement.
Listener Q&A: Doing things that feel scary, and the importance of recognising how far you’ve come and how capable you are.
And a practical action step on sharing a time you doubted yourself, but found the strength to keep going.
Susan’s honest reflections and actionable advice in this episode will help you identify the stories holding you back, rewrite them, and start showing up for the people who need you most. If you want to stop hiding and holding back, and instead feel excited about your business again, this is a must-listen.
Why even the most ordinary moments in your life can be the stories that connect most deeply with your audience.
Listener Q&A: How to avoid oversharing and use your stories as fuel for your mission
And a practical action step on sharing a defining moment story
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Download a free copy of The Business of Stories here
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.
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.
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.
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.
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.
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.
Simple ways to gather client feedback to clarify and communicate the results you make possible
Listener Q&A: How to use storytelling in your coaching sessions so clients can start living a new version of their story
And a practical action step on sharing stories that show how you help your clients get better results
If you’re ready to step confidently into your value, escape the price competition trap, and start telling stories that do the selling for you, don’t miss this episode.
If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com
Download a free copy of The Business of Stories here
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.
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.
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.
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