Best Story Wins – Details, episodes & analysis

When the stakes are high, will your brand rise to the challenge—or collapse under the weight of public scrutiny?

In today’s episode of Best Story Wins, we’re going global—literally. Our guest, John Onoda of IQ 360, shares how the strongest brands aren’t just built in boardrooms but forged in the heat of crises and opportunities. With a career spanning iconic companies like Levi Strauss and General Motors, John taps into why communication, adaptability, and brand experience are more critical than ever in businesses.

We also explore IQ 360’s impactful work, from guiding Hawaii through the pandemic to supporting organizations in the aftermath of the Maui fires. Plus, John unpacks how today’s leaders can stay ahead by embracing influencer-driven narratives, workforce challenges, and the AI revolution.

Join us as we discuss:

• How to harness the power of influencers to amplify your brand’s story.
• Keeping your workforce inspired and aligned during turbulent times.
• Why AI and predictive analytics are the ultimate tools for staying ahead.

Great content doesn’t just inform—it inspires, builds, and connects with an audience on a deeper level. In today’s episode, we’re excited to chat with Drue Stinnett, Senior Content Strategist at HubSpot! Drue walks us through her journey, from navigating the post-college job market to landing her dream role at HubSpot during some challenging times. She shares her approach to content strategy, the unique hurdles of B2B marketing, and how she strikes the perfect balance between quality and quantity in content creation.

We’ll also explore how Drue and her team are using data to take creative risks and launch innovative projects, all while proving that small, agile teams can make a huge impact in marketing.

Join us as we discuss:

• HubSpot’s ability to use data to drive content decisions, balancing quality and quantity.
• The guidance HubSpot offers to help users effectively implement technologies like AI.
• How small, resourceful marketing teams can achieve big impact with innovative strategies.

Great companies don’t just sell products—they leverage their brand to create connections that resonate. 

In this episode, we’re thrilled to welcome Kira Klaas, VP of Corporate Marketing at Later, to share her expert insights on how to make those connections truly count. Kira walks us through her strategic approach to aligning content with audience interests, the pivotal role a full-time copywriter plays in creating cohesive messaging, and how embracing diverse perspectives can help leaders overcome personal biases.

Join us as we discuss:

• How to align your content with audience interests—authentic connections beat fleeting trends every time! 
• Kira’s concept of Brand Market Fit
• How to create seamless customer experiences at every touchpoint through design.

If you want to dive deeper: 

• Subscribe to Kira's Substack, On Brand for ongoing expert advice on building a compelling brand narrative.
• Explore her course, Brand for Growth-Stage Leaders, to learn how to elevate your brand strategy as your company scales.

“Sales enablement is the bridge between marketing and closing deals."

For this episode of Best Story Wins, we’re joined by  Travis Keith, VP of Strategic Client Content at JP Morgan, to explore the essential balance between sales and marketing integration. Travis shares a fresh perspective on uniting sales and marketing through authentic, help-first strategies. 

Tune in to hear Travis’ insights on the evolving role of social media in shaping purchasing decisions and how aligning sales and marketing can foster a more cohesive approach, driving meaningful business results.

We also breakdown:

•  The importance of integrating marketing and sales to ensure teams have the right messaging and assets, bridging historical gaps.
• How regular leadership meetings align campaigns and foster teamwork, driving scalable content programs.
• Strategies for rethinking workflows and improving resource management to enhance efficiency for large sales teams.

The world of content is constantly changing, and only the best marketers can adapt to these evolving trends. 

In today’s episode, we’re joined by Alan Roll, Head of Brand Creative at Airtable. Alan’s journey from crafting narratives to leading innovation at Airtable is nothing short of inspiring. In a fast-paced market, he drives brand strategy through experiential content while leading a small but fiercely creative team. Alan reveals how Airtable has evolved in customer perception, gained a competitive edge in collaboration and operations, and shares real-world examples of its impact—along with how customer feedback continually shapes their messaging.We also discuss:

• How a lean, multifunctional team structure can drive collaboration and deliver impactful content 
• The AI benefits for productivity and accuracy, but the value of human creativity is irreplaceable
• How shifting to a holistic brand approach can create a cohesive brand experience

The differentiation of the brand and the owning of the brand comes by making sure everything is aligned.

In this episode, we are joined by Radu Ranga, Senior Director, Brand Creative at C1. He discusses how his creative journey—from agency life to his pivotal role in branding for UFC and C1—has shaped his approach to branding and marketing. Radu shares insights on how to align visual identity with core messaging, the importance of understanding the emotional and rational sides of brand decisions, and the risks that paid off in his career.

Listeners will learn: 

• How to align brand messaging across product, marketing, and sales teams
• Effective risk-taking in creative projects and how to mitigate failure
• Practical tips for bridging the gap between design and strategy in branding

Is your brand talking at people, or with them?

In this episode, we dive deep into the mind of Christopher “Toph” Clarke, Executive Creative Director at Intuit, the brand behind TurboTax. From his journey in creative leadership to teaching the next generation of advertising talent at ONE School, Toph shares insights into how brands can stay relevant by connecting with real people.
We will explore how personal stories, cultural immersion, and the power of authenticity can transform a business—and a career.

Listeners will learn:

• How brands can go beyond traditional advertising by embedding themselves in local communities.
• Why teaching not only empowers others but also sharpens your own skills as a leader and creative professional.
• The impact of leveraging personal narratives in creating emotional connections with audiences.

What does being rich mean to you? Is it just hitting a number? 

In this episode we are joined by Gretchen Leslie, President at I Will Teach You To Be Rich, as she shares how she and her team are empowering people to become rich, whatever that means to each individual. Gretchen talks about her hands-on approach to brand storytelling, the challenges of SEO in a volatile market, and the evolution from meticulous content creation to streamlined success.

We also discuss: 

• How overcoming apathy by promoting confidence and joy instead of guilt and shame can lead to more successful brands.
• The importance of finding a balance between financial management and personal fulfillment to become truly rich.
• How developing brand and style guides enhances efficiency in content production.

Branding isn’t about your appearance to your audience — it’s about the experience you cultivate for your audience.

This week, we’re joined by Dorian Stewart, Director of Demand Generation at Federato, to discuss his philosophy on fusing empathy for the end user with smart data to create impactful content that not only communicates, but resonates.

We also discuss:

• How to balance maintaining a unified brand with the constant need for speed and experimentation.
• Emerging trends in influencer marketing and in-person experiences in the B2B space.
• Why focusing on customer stories and solutions is often more effective than discussing product features.

Great innovations come from great teams working together, doing more than they could individually. 

And, to achieve this, companies first need to understand the problem they are trying to solve.

In this episode, we are joined by Joe Lazer, the fractional Head of Marketing at A.Team, a company revolutionizing how organizations build teams by leveraging AI. Joe shares insights into the tools developed at A.Team (Team Formation AI), the importance of brand storytelling in B2B marketing, and the emerging trend of internal evangelists as key drivers of brand and performance.

Listeners will learn:

• The critical role of brand storytelling in building meaningful connections with audiences, even in the face of increasing AI-driven content production.
• Why cultivating strong internal voices within a company can deliver outsized impacts on both brand recognition and sales.
• The future of B2B marketing, with a shift toward more personalized, creator-led engagement strategies.

Check out Joe’s book The Storytelling Edge: How to Transform Your Business, Stop Screaming into the Void, and Make People Love You, his newsletter on LinkedIn, and make sure to follow him for more B2B content.