Explore every episode of the podcast The Business of Stories with Susan Payton

If you've ever felt uncomfortable talking about your achievements, celebrating your clients' successes, or sharing the difference your work makes, you're not alone.

But, holding back in that way may be the very thing that’s stopping the people you want to help from finding you.

In this episode of The Business of Stories, Susan shares some powerful insights from her experience judging the New Earth Business Awards - where she discovered a disconnect between the incredible transformations coaches were creating behind the scenes and the stories they were sharing with the world.

You'll discover:

• The biggest difference between showing off and showing up (and why it changes everything).
• The hidden disconnect in your marketing that could be stopping people from recognising your true value.
• The one thing that needs to be consistent across your website, social media and everything you share.
• How the stories you're telling yourself could be stopping you from sharing the stories other people need to hear.
• The simple action that could change how you see your value and help others see it too.

This heartfelt and thought-provoking episode is a powerful reminder that sharing the difference you make isn't about putting yourself in the spotlight. It's about helping the people who need you recognise what's possible for them.

If you're ready to stop hiding in the shadows, own the value of your work, and shine your light with more clarity, compassion and confidence, this episode is a must-listen.

CHECK OUT:

Light the Way here

Storytelling Mastery here

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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/

What would you think if you made an offer and only 2 or 3% of the people you offered it to, bought it?

Would you think that was a success – or a failure?

In this short Just Saying episode, Susan challenges the idea that once an offer or launch or programme closes - the measure of whether or not it was a success is how many people bought it.

And yes, of course, the whole point of putting an offer out is to make sales ...

But, the story doesn't end there.

There will be people who didn't buy, but are now one step closer to buying from you in the future.

That is a success ...

And an opportunity to build on the connection and trust you've already created.

If you've ever come away from promoting something feeling disappointed by the sales, this episode is a reminder that business is more about consistency than instant results ...

And that a “no” might actually be a “not yet” ...

Just saying …

CHECK OUT:

Light the Way here

Storytelling Mastery here

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories 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/

You know you’re good at what you do. You know you can make a real difference to the people you work with. And you want more clients. But what happens when so much of the marketing advice out there just feels … icky?

In this episode of The Business of Stories, Susan chats with Lizzy Kurtzer about her journey from struggling to talk about her business and attract clients, to finding a way to market herself that feels natural, authentic and aligned with her values.

You'll discover:

• Why so much traditional marketing advice can feel completely wrong for you.
• The hidden connections in your past experiences that could completely change how you see your value.
• How Lizzy went from feeling a full-body 'no' about marketing - to finding an approach that felt completely natural.
• The unexpected discovery that helped Lizzy turn a simple free resource into a successful group programme.
• The powerful shift that changed how Lizzy showed up in her business and started attracting the right clients.
• The one thing you might be dismissing as irrelevant that could actually be what makes you different.

If you're ready to attract more of the right clients, feel more confident talking about what you do and market your business in a way that feels genuinely like you, this episode is a must-listen.

You can find Lizzy Kurtzer at innerconnectioncoach.co.uk or follow her on instagram at lizzie_kurtzer_coaching

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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/

Have you ever looked at other business owners who seem to be making sales on autopilot and wondered what you're doing wrong? Why does it all seem so effortless for them, when you're working so hard to make things happen?

In this episode, Susan shares something she said that nearly brought a client to tears - with relief - and why the stories we don't see behind other people's success can leave us feeling like we're falling behind.

Because there's often a lot more going on behind the scenes than anyone talks about.

This is the first episode of Just Saying, a new fortnightly series of short, bite-sized episodes where Susan shares honest thoughts, observations and behind-the-scenes insights from running her own business.

No big production, no action steps. Just a few minutes of real talk about the things we can all learn from each other.

If you've ever felt frustrated by how long things are taking, or wondered why building your business still feels like such hard work, this short, reassuring episode is for you.

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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/

If you sell to organisations, you might struggle with knowing whose story your content should be speaking to.

The person who benefits from your work? The person inside an organisation looking for someone like you? Or the person who ultimately holds the budget?

And how do you connect with all of them without your content feeling scattered or disconnected?

In this episode of The Business of Stories, Susan chats with June Hogan, founder of Wildwood Coaching, about how she uses storytelling to connect with three very different audiences, build trust - and even ‘sell’ her services, before she’s ever had a conversation.

You'll discover:

• The different people involved in the buying journey - and what each of them needs to hear from your stories
• How one personal story can connect with completely different people without feeling forced or salesy.
• The biggest misconception about sharing personal stories on LinkedIn (and why it might be holding you back).
• The golden thread that connects your different audiences, even when their needs and challenges seem worlds apart.
• How your stories can build relationships and influence buying decisions long before someone contacts you.

This honest and practical conversation will help you see just how many stories you already have to share, and how they can work together to make your content feel more focused, relatable and connected.

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

It can be hard to know what stories to share, when you have more than one ideal client.

Maybe you work with both individuals and organisations. Or the person who pays you isn’t the person you actually work with. Or you have several audiences who all seem to want different things.

If so, this episode of The Business of Stories is going to help you stop focusing on everything that makes your audiences different and uncover the golden thread that connects them.

• The one question that makes finding stories for multiple audiences so much easier.
• The hidden golden thread that can connect clients who seem completely different.
• How one story can speak to individuals and organisations without making your message feel muddled.
• The stories that show an organisation you’re the right fit, so they choose you.
• The simple exercise that can reveal a story capable of doing different jobs for different people.

This episode will help you stop tying yourself in knots trying to create completely different stories for every audience and start seeing the common thread that connects them all.

If you’re ready to simplify your message and share stories that connect with more of the people you’re here to help, this episode is a must-listen.

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

When you think about using storytelling in your business, you probably think about content. A social media post. An email. Maybe a client story on your website.

But what if stories could be doing far more of the heavy lifting in your business - in places you might never have thought to use them?

In this episode of The Business of Stories, Susan explores some of the most underused places to use storytelling, from your website and lead magnets to your courses, presentations, launches and sales conversations.

• The overlooked places in your business where stories could be helping people understand, remember, trust, connect and take action
• How stories can actually help your clients get better results, after they’ve invested.
• The story your website should be telling (which might be very different from the one you’re currently telling).
• The underused storytelling opportunity hiding inside your lead magnets, courses and workshops.
• The surprising role stories can play in sales conversations - so they feel easy and natural, and never ‘salesy’.
• The simple question that could completely change where you look for stories in your business.

If you’re ready to stop thinking of stories as something you simply post - and start seeing all the places they could be working harder in your business - this episode is a must-listen.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

When you’re looking for clarity in your business, it’s easy to assume the answers are somewhere outside of you. In another strategy, course, or expert telling you what your niche, message or offer should be.

But what if the answers you’ve been searching for have been hiding in your stories all along?

In this episode of The Business of Stories, Susan explores one of the most powerful, and underused ways to use storytelling in your business.

• The overlooked storytelling strategy that could completely change the way you build your business.
• Why looking outside yourself for clarity could be keeping your niche, message and offers feeling harder than they need to.
• The hidden clues in your past that can reveal the work you’re really here to do.
• How joining the dots between seemingly unrelated experiences can uncover your unique business sweet spot.
• The reason some marketing advice creates a full-body “no” and what your stories can reveal instead.
• How the golden threads in your journey can become something uniquely yours - and incredibly powerful in your business.

This inspiring episode will help you see storytelling in a completely different way - as a tool for understanding the golden threads that run through your journey, and building strong business foundations that feel completely aligned with who you are.

If you’re ready to stop searching outside yourself for the answers and start uncovering the gold that’s already in your stories, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

What if the things you’ve spent years trying to hide, change or smooth over are actually the very things that could help you stand out?

What if the qualities you dismiss as flaws, quirks or weaknesses are exactly where your greatest strengths are hiding.

In this episode of The Business of Stories, Susan talks to Crazy Successful author John Spencer Williams about why success doesn’t always happen despite the things that make us different - sometimes, it happens because of them.

• The surprising reason your biggest flaw could also be one of your greatest advantages
• Why the instinct to fit in could be holding you back in your business.
• The one place to look when you can’t see what makes you different from everyone else.
• The “Crazy Idea” hiding in your work that could put you in a category of one.
• How something you’d never put on your CV could become a powerful reason people choose you.
• The stories you may be overlooking that could show people exactly what makes you different.

This fascinating conversation will help you look differently at the qualities, experiences and stories that make up your unique blend - including the ones you might have spent years wishing you could change.

If you’re ready to stop smoothing off the edges, lean into what makes you different and let your stories show people why that matters, this episode is a must-listen.

Check out John’s book & profile test at https://crazysuccessfulbook.com/

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

Hands up if you started your business because you wanted more freedom and flexibility?

I’m hazarding a guess you’ve got your hands up right now. I think we all did.

But, have you now got the ‘freedom’ you dreamed of?

In this episode of The Business of Stories, Susan talks to Emma Hine, who built a seven-figure business that looked incredibly successful from the outside, while behind the scenes she was working 90 hours a week - and had created what she describes as a “monster”.

Emma shares the deeply personal journey that forced her to rethink what success really means, why your business should support the life you want rather than consume it, and how doing less could actually be the key to growing more.

You'll discover:

• The hidden story that drove Emma to keep growing a business she knew was making her unhappy.
• Why the version of success that looks impressive from the outside can feel very different on the inside.
• The simple question that could completely change the way you think about your dream business.
• How to spot the “noise” that’s taking over your business - and know what’s worth keeping.
• Why constantly adding another offer, platform or strategy could actually be getting in the way of growth.
• The three questions Emma uses to decide what stays in her business — and what needs to go.

This honest and deeply moving conversation is a powerful reminder to question what you’re building, why you’re building it and what you really want your business to give you - so you can create success on your terms, with more clarity about what truly matters.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

Starting a podcast can feel exciting - until you start thinking about how it’s going to actually work?

What topics will you cover? What do you want people to get from it? And how do you create something that your listeners will want to come back to again and again?

As The Business of Stories celebrates its first birthday, Susan looks back on a year of podcasting and shares what went into creating it, what she’s loved, what she’s struggled with, and why having somewhere people can really immerse themselves in your world can be so powerful for your business.

You'll discover:

• The one thing every podcast, and every piece of content you create, needs for people to remember it.
• The two questions Susan asked herself before recording a single episode - and how they shaped everything that followed.
• The three things that gave Susan clarity on exactly what her podcast should sound and feel like.
• How to create a structure that feels familiar and consistent without boxing yourself in.
• The unexpected side of podcasting Susan wasn’t prepared for.
• And what Susan believes you should put into your podcast if you want listeners to feel like they already know you.

This insightful, behind-the-scenes episode will help you think differently about creating content people can go deep on, while giving you practical ideas for making it focused, consistent and unmistakably yours.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

In this final Summer Rewind episode of The Business of Stories, Susan revisits one of the most important conversations of the series - exploring the stories we tell ourselves and the impact they have on the way we show up in our business.

Through honest personal stories and practical mindset shifts, you'll discover how changing your inner narrative can help you become more visible, more confident, and more focused on the people you're here to help.

You'll discover:

• How the stories you're telling yourself could be holding your business back.
• The simple mindset shift that makes showing up feel lighter and more purposeful.
• How to stop making it about you. The life-changing advice Susan got that changed everything.
• How to recognise the "what if..." stories that are keeping you playing small.
• A powerful way to stop comparing yourself and start believing what's possible for you.
• Why being more you is the greatest advantage you have in business.

This uplifting episode is a powerful reminder that when you rewrite the story in your head, everything else becomes easier. Showing up feels more natural, sharing your stories feels more meaningful, and the people you're here to help are far more likely to find you.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

In this episode of The Business of Stories, Susan revisits one of the podcast's most inspiring episodes, exploring what happens when your business becomes about something bigger than the products or services you sell.

Through powerful real-life stories, you'll discover how the businesses people remember aren't just known for what they do, but for what they believe, the change they're creating, and the future they're inviting others to be part of.

• How to uncover the movement that's already taking shape within your business.
• Why the strongest messages begin with a belief, not a business plan.
• The powerful question that will completely change how you think about your business.
• How your own story could hold the seeds of a movement without you even realising it.
• Why people are drawn to businesses that stand for something bigger than what they sell.
• The simple exercise that helps you uncover the beliefs at the heart of your business.

This inspiring episode will help you find deeper meaning in your message, connect with the people who share your beliefs, and build a business that people don't just buy from, but genuinely want to be part of.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

In this episode of The Business of Stories, Susan revisits one of the podcast's most thought-provoking episodes, exploring why your pricing is about so much more than numbers.

Through powerful stories and real client examples, you'll discover how your prices shape the way people perceive your value, the clients you attract, and the confidence you bring to your business.

• How your pricing could be shaping people's perception of your business before they've even worked with you.
• The surprising story your prices might be telling without you even realising it.
• Why people don't buy based on price alone, and what they're really investing in.
• How to know whether your pricing truly reflects the value you create for your clients.
• The powerful link between pricing, energy, and attracting the right people to your business.
• Why understanding the transformation you create changes everything about how you price your offers.

This thought-provoking episode will help you see your pricing through a completely different lens, so you can communicate your value with more clarity, confidence and purpose.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

In this episode of The Business of Stories Susan revisits one of the most powerful storytelling concepts of all - the Hero and the Guide.

Through stories from Star Wars to a vivid jungle metaphor, you’ll discover why understanding your role in your client’s story can transform not only the way you show up, but also how your audience perceives you.

• How to make it easy for the people who need you, to find you
• How a simple shift in perspective can completely change the way you show up in your business
• Recognising how your clients are really feeling before they find you, and how to make them feel safe, supported and ready to take the next step.
• The jungle metaphor that has helped hundreds of business owners reframe any worries about being “salesy”
• How to overcome the fear of putting your content out there, and what happens when you hold back
• A powerful visualisation that will inspire you to shine your light more brightly.

This inspiring episode will help you show up with more confidence, clarity, and purpose - and step fully into the person your ideal clients are looking for.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

It’s so easy to believe you need more experience, more clients, bigger results or a longer list of testimonials before you have anything worth sharing.

But the truth is, your stories didn’t begin when your business did. They started long before that.

In this episode of The Business of Stories, Susan shares why every stage of your journey is filled with valuable stories, even if you're only just starting out, pivoting in a new direction, or building something completely different.

• The one thing that's far more powerful than having years of experience or a long list of testimonials.
• The biggest mistake people make when starting a business (and why waiting until you feel credible only holds you back).
• The simple shift that helps you stop worrying about what you don't have... and start using what you do.
• Why your business story didn't begin the day you launched - and where your most powerful stories really started.
• The story that builds credibility before you've ever worked with a paying client.
• How to know if you're sitting on stories that could transform your content without even realising it.

This value-packed episode is a powerful reminder that you don't need to wait until you feel more experienced or more successful before you start telling your stories.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

As part of the Summer Rewind series, we're revisiting some of the episodes that have resonated most over the past year - and contain ideas every business owner needs to hear more than once.

This episode is for you if you've ever worried that your stories feel too long, too complicated, or are hard to follow.

Join Susan as she shares one of the most simple structures in storytelling, that sits at the heart of almost every story you already know and love. With stories and examples that bring every step of this simple framework to life, you’ll be putting it to use in no time!

You'll discover:

The simple, five-word structure behind every great movie, book and story - and how to use it in your stories

Why the but in your story is where the emotion and connection lives.

The biggest mistake that causes people to switch off from your stories (and how to avoid it)

How to strip away the waffle without losing the emotion that creates connection.

A quick storytelling exercise that will instantly make your stories more focused, engaging and memorable.

This super practical episode will help you transform lengthy or scattered stories into powerful, memorable narratives.

If you want a simple framework that will help you share stories in your posts, talks and clients stories, so they flow and resonate every time, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

What makes someone choose you - instead of the other 18 tabs they've got open?

If you've ever wondered how to stand out in a world that is getting noisier and noisier, this conversation will reframe the way you think about positioning.

In this episode of The Business of Stories, Susan sits down with entrepreneur Olly Richards to explore how building a "One Person Empire" isn't about working harder - it's about knowing what to leverage and becoming impossible to ignore.

You'll discover:

• Why trying to be ‘better’ than your competitors is often the hardest way to win
• The mindset shift that stops you competing on price, experience or popularity
• Why most business owners are squeezing blood from a stone - and what to build instead
• Why building an audience gives you far more freedom than constantly creating new offers
• The overlooked kind of leverage that can make your business feel lighter, more profitable and far more sustainable
• How to uncover the experience, perspective and stories to create your own Category of One

Whether you're a coach, consultant or creative building a business around your expertise, this conversation will help you think differently about growth, leverage and what makes you the obvious choice.

NOTE: You can find Olly Richards’ blog, courses & contact details at: https://ollyrichards.co/

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

What do you do when you wake up and realise your business bank account doesn't have enough money to cover next month's expenses?

In this episode of The Business of Stories, Susan shares a very honest story about being faced with a frightening cash flow situation. And the simple exercise that helped her stop making decisions from fear, and gave her the clarity to create £20,000 in under 30 days.

Susan takes you behind the scenes of exactly what happened, what she did differently, and why writing one email became the turning point that changed everything.

• Why the story you tell yourself in moments of fear will determine what you do next
• How writing one email from your future self can completely change the decisions you make today
• The surprising strategy that helped Susan make £6,000, before she'd even launched her offer
• The mindset shift that stops you asking "What if this doesn’t work?”
• What to do when sales slow down and doubts creep in
• The simple question that will completely change how you feel about what you can achieve

This honest and inspiring episode is a reminder that the stories you choose to tell yourself shape the actions you take - and those actions create the results you're capable of achieving.

If you're ready to stop letting fear write your story and start becoming the person who creates the future you want, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery here

About your host Susan Payton:

When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015,

You 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.

If you've ever wondered how to tell stories that truly connect with the people you want to help - without overthinking, oversharing, or wondering whether you're doing it ‘right’ - this episode is for you.

For the first time, Susan shares the simple 7-step storytelling process she’s previously only taught inside her live five-day challenges. This practical framework is designed to help you turn everyday moments into powerful stories that do the selling for you.

Think of it as a mini storytelling masterclass, complete with a free workbook you can download at thebusinessofstories.com/blueprint - and keep coming back to whenever you need inspiration or clarity.

• The story you need to rewrite before you can confidently share your own
• The one quick practice that will always make your stories more powerful
• What to do instead of trying to tell your whole story
• The simple shift that makes people feel like they're right there with you
• The secret to creating stories people don't just read, but feel
• How to turn everyday moments into stories that have purpose and impact
• The surprisingly simple way to guide people towards the next step without feeling salesy

This super practical episode walks you, step by step, through a process you can use over and over again, to transform not just one post or one email, but the way you communicate across your entire business.

If you're ready to tell stories that position you as the Guide, and have your content doing more of the selling for you, this episode is a must-listen.

DOWNLOAD THE WORKBOOK

You can download the workbook that goes with this episode at https://thebusinessofstories.com/blueprint/

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

If you’ve ever thought, “I don’t have enough interesting stories to share”, you’re not alone.

So many business owners hold back from making storytelling a key part of their marketing strategy because they think their stories need to be dramatic, life-changing or show-stopping.

But what if the problem isn’t that you don’t have enough compelling stories - but that you just don’t know where to find them?

In this episode of The Business of Stories, Susan is joined by journaling coach Sally German, who shares how journaling helped her navigate a major chapter of change, build a thriving business, and uncover the stories, lessons and insights that were hiding in plain sight.

You’ll discover:

• How journaling can help you notice patterns, build self-awareness and create stories that connect

• The powerful exercise Sally uses to better understand her ideal client and the transformation she creates

• Why clarity about your business, messaging and audience comes from looking within, not outside yourself

• How changing the way you tell your stories can attract the people who are truly ready to work with you

• Why throwing out the rule book around journaling can make it easier, more enjoyable and far more sustainable

This warm and inspiring conversation will help you slow down, see your experiences through a different lens and build more confidence in the value you bring.

If you’re ready to uncover the stories that have been there all along and use them with more clarity, compassion and confidence, this episode is a must-listen.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

How do you build a business around one clear message when your brain is constantly bursting with new ideas, opportunities, and directions to explore?

In this episode of The Business of Stories, Susan answers a question so many entrepreneurs struggle with: How do you stay consistent enough to get known for one thing - when you have an ADHD brain that craves variety, creativity, and fresh challenges?

You’ll discover:

• Why consistency and sameness are two very different things
• How to get known for one thing without feeling trapped or restricted
• Why ADHD brains often thrive when they have a clear focus and room for creativity
• The power of creating frameworks, methodologies, and resources that strengthen your core message
• How to satisfy your need for novelty while building a stronger brand and reputation
• The simple mindset shift that helps you stop chasing new business ideas and start building on what already works

This encouraging episode will help you embrace your creativity, honour the way your brain works, and build a business that gives you both freedom and focus.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

Have you ever wondered why some stories capture your heart, resonate deeply, or feel so familiar?

In this episode of The Business of Stories, Susan explores the seven basic story plots that sit behind some of the world's most loved books and films, and shows how they show up in your business too.

From the challenges you've overcome and the milestones you've reached, to the mission you're on and the person you've become along the way, you'll discover how these timeless story patterns can help you uncover more powerful stories, create deeper connection, and share your message with more confidence.

• How the seven basic story plots can help you uncover stories you may have overlooked
• How to recognise whether your story is about overcoming a monster, achieving success, pursuing a mission, or becoming someone new
• The difference between a Voyage and Return story and a Rebirth story - and why both matter in business
• How stories of mistakes, chaos, lessons and transformation can make you more relatable and memorable
• The simple question that can completely change the way you tell a story from your business journey

This inspiring episode will help you recognise the power in the stories you're already living, understand why they connect so deeply with others, and see that you don't need dramatic Hollywood movie scripts to make an impact.

If you're ready to find the stories that connect, build trust, and help your audience see themselves in your journey, this episode is a must-listen.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

So many business owners know that LinkedIn could be a powerful platform for their business - but they’re not sure how to create the kind of posts that lead to real connection, conversations and opportunities.

In this episode of The Business of Stories, Susan sits down with Niall Ratcliffe, CEO of Noticed, the UK’s number one LinkedIn agency, to explore what’s actually working on LinkedIn right now - and why human stories, vulnerability, and honest conversations matter more than ever in a world of AI-generated content.

• The tiny daily habit Niall used to grow his business through LinkedIn conversations

• The one thing that only you can do - that is becoming the biggest advantage in business content today

• How B2B marketing is shifting from corporate messaging to human-to-human connection

• The power of consistency, conversations, and relationship-building

• How vulnerability and “ugly content” can make your content more relatable and memorable

• The simple outreach strategy Niall used to grow his business through genuine conversations

This honest, insightful and funny conversation will help you show up with more confidence, embrace the stories that make you human, and build deeper connections online - without feeling salesy.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

There’s nothing more frustrating than knowing you could be making a HUGE difference to the people you help … but feeling invisible.

Watching other people become the go-to expert, while you wonder, “Why isn’t that happening for me?”.

In this episode of The Business of Stories, Susan shares the real reason some people become known for what they do - and why others stay forgettable, even when they’re incredibly talented.

• Why you need to decide what you actually want to get known for

• The secret weapon most business owners avoid

• Why you already have a personal brand, whether you know it or not!

• The reason people won’t remember you and how to fix it

• How to use stories to strengthen your positioning

• The simple shift that makes people start recommending you organically

• And what actually helps people feel safe enough to buy

This honest and empowering episode will help you stop blending in, get clear on what you want to be known for and start showing up with more confidence, consistency and intention.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

One thing I’ve noticed, after years of working with business owners on their messaging and storytelling, is that very few people find clarity in a straight line.

Most people don’t wake up one morning with a perfectly polished niche, a crystal-clear message and a business that suddenly makes complete sense.

Often, it’s a messy journey full of pivots, doubts and false starts.

In this honest conversation, Susan sits down with her client Lema Wiffen to explore the twists and turns of refining your niche, understanding your value, raising your prices, and unpacking the stories that reveal who your ideal client really is.

You’ll discover:

• Why clarity in business is often an iterative process - not a lightning-bolt moment
• Why charging based on time instead of transformation can keep you playing small
• The hidden emotional stories many business owners carry around pricing, visibility, and self-worth
• What it feels like when your messaging sounds right on paper - but still feels somehow misaligned
• Why the clients who energise you hold important clues about the work you’re truly meant to do
• How understanding the emotional thread beneath your clients’ struggles can change everything about your content and positioning.

This episode is a powerful reminder that clarity rarely arrives all at once. It’s something you uncover layer by layer, through reflection, honesty, and a willingness to keep listening to yourself.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

If you’ve ever held back from making an offer, avoided talking about your prices, or worried that selling somehow makes you come across as pushy, this episode will deeply resonate.

Susan is joined by Catherine Watkin to explore what really needs to shift if you want to sell in a way that feels natural, aligned, and genuinely good - for you and your clients.

You’ll discover:

• How the story in your head about selling shapes your confidence, energy, and results
• Why so many people associate sales with pressure or manipulation - and how to reframe it
• The difference between traditional sales and selling in a way that feels authentic and values-led
• How to see selling as an act of service - and why nobody wins when you hold back
• The beliefs that need to be there for any sale to happen
• How storytelling builds trust, connection, and desire before you ever make an offer
• The simple shift from ‘making someone say yes’ to guiding them to the right decision

If you’re ready to let go of the pressure around selling, trust the value you bring, and step into your role as the Guide your clients are looking for, this episode is a must-listen.

Check out Susan’s audio trainings on Talks That Captivate, Courses That Connect and Launches That Convert here

FREEBIES:

Download Susan’s storytelling blueprint for free here

Download her most popular masterclass: Be The Guide here

Download a free copy of The Business of Stories here

OFFERS:

Check out The Story Source here

Storytelling Mastery 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.

So many of us have fallen into the trap of trying to sound ‘professional’ when we write … only to end up sounding like everyone else …

And completely disconnected from who we really are.

In this episode of The Business of Stories, Susan shares what she’s been noticing behind the scenes - from AI-written podcast pitches to messaging that has lost its human touch … and why personality is the one thing you can’t afford to edit out.

You’ll discover:

• Simple, practical ways to bring your voice back into your content, so your words feel real, relatable, and deeply resonate with the people you’re here to help.
• Why writing the way you were taught at school might be costing you more than you realise
• How writing like you talk instantly makes your content feel more natural and engaging
• How your quirks, thoughts, and unique way of expressing yourself make your voice memorable
• Why being vague can kill the personality in your stories
• How writing for your people (not everyone) helps you connect with the right audience

This super practical episode will help you reconnect with your voice, trust what feels natural, and start writing in a way that feels true to who you are.

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 The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories 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.

What do 21,537 days of living, learning, stumbling, growing and figuring it out teach you?

In this episode of The Business of Stories, Susan celebrates her birthday by reflecting on three lessons she knows to be true after 59 years on the planet.

Lessons about being seen, judging yourself less harshly, and reframing the stories that hold you back.

You’ll discover:

• Why people aren’t watching, judging or analysing you as much as you think
• The uncomfortable truth about who IS judging you
• The hidden stories running your decisions (especially around money, visibility, and success)
• Why celebrating who you are is the first step to owning your story
• How one simple reframe can change the way your whole story plays out
• The surprisingly simple exercise that will help you see yourself in a completely different light

If you’re ready to stop judging yourself, own what makes you powerful, and reframe your story in a way that helps you win at life, this episode is a must-listen.

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 The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories 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.

Behind every business are the stories of what it took to get there.

In this episode of The Business of Stories, Susan has an honest and unfiltered conversation with Cara Sayer, founder of SnoozeShade, about what scaling really looks like behind the scenes - from product creation and purpose-led growth to overwhelm, setbacks and having her product ripped off by a major supermarket.

You’ll discover:

• The story that kept SnoozeShade at #1 for 16 years
• Why ‘selling more’ is the wrong goal (and what to focus on instead)
• How your values, standards and non-negotiables can become a powerful part of your story
• The uncomfortable truth about building something that lasts
• The difference between a product - and a brand people believe in
• The simple but powerful question to help you uncover the stories you could be telling now

In this honest and thought-provoking episode, Susan reflects on how Cara’s story shows what’s possible when you stay anchored in what matters, and why the stories you share as you grow can become some of your most powerful.

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 The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories 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.

If you’ve ever felt like you’re showing up, doing the posts, writing the emails … and still not seeing the results you want, this episode of The Business of Stories is for you.

Susan walks you through her 90-day roadmap to turn your stories into a powerful, consistent sales system.

From building strong foundations with your core story and ideal client, to refining your message, creating aligned content, and developing a clear sales strategy - this episode shows you how to bring it all together in a way that feels natural, authentic, and effective.

You’ll discover:

• How your story is more than something you share, it’s something that runs through your entire business
• Why knowing your customer’s real story changes everything - and what happens when you don’t
• How the golden threads that link your story to your ideal clients are so much more than your ‘I was where you are now’ story
• How creating a clear, simple message that people instantly understand (and remember) is like writing a song
• The most important story your website should tell
• Why random content could be killing your sales - and how to fix that
• The importance of having a sales strategy behind your stories, content, and visibility

This super practical and empowering episode will help you create clarity in your messaging, confidence in your content, and a strategy that supports consistent, story-led sales.

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 The Story Source here

Storytelling Mastery here

Download my Be The Guide Masterclass here

Download a free copy of The Business of Stories 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.

Need some more inspiration for stories you could share over Easter?

In this light-hearted Easter episode of The Business of Stories, Susan pulls more unexpected questions from the hat - and uses them as a springboard for honest reflection, personal insight, and easy content ideas you can borrow for yourself.

From talking openly about ADHD to the pressure to do business like everyone else, and what people often assume from the outside looking in, this episode is a reminder that simple questions can uncover stories, memories and insights you might never have thought to share

You’ll discover:

1. The powerful ADHD metaphor that helped Susan understand herself in a completely different way
2. The importance of focusing on the ‘marbles’ that matter most - and letting go of the guilt around the ones you drop
3. Why letting go of perfection - at home and in business - can create more ease, energy and self-compassion
4. How to stop measuring yourself against other people’s way of doing business and find what works for you

This honest and uplifting episode will help you see that even the most casual questions can lead to stories that deeply resonate, reveal your unique blend, and help your audience understand you in a more human way.

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

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.

Need some inspiration for stories you could share? Or easy content to post over Easter?

In this episode of The Business of Stories, Susan lets her family choose some topics for her to discuss - unplanned, unscripted, and surprisingly revealing.

Along the way, she shows you just how many stories you already have … and how quickly they appear when you stop overthinking.

1. Why relaxing can feel impossible when your mind never fully switches off (and what that might be trying to tell you)
2. How your environment shapes your nervous system - and why noticing the stars, seasons and cycles matters more than you think
3. The advice Susan would give herself at 15, 30 and 45 - and what it reveals about trusting your own timing
4. Why you never have to stay on a path that no longer feels aligned, even if you’ve invested years in it
5. The surprising days Susan would go back to - from a lost password to a wedding dance nobody filmed
6. How one simple question can unlock a story that makes people feel closer to you

This light, honest episode is a reminder that storytelling isn’t something you ‘create’” out of thin air - it’s something you notice. In the everyday. In the memories. In the moments you laugh about. In the reflections you didn’t realise mattered.

And when you share those with a little intention, people don’t just learn about you … they feel connected to you.

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

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.

An important part of sharing your stories, being visible, and showing up as the Guide for your people … is understanding yourself first.

In this episode of The Business of Stories, Susan is joined by Kelly Vikings, founder of New Earth Business, to explore what changes when you stop trying to run your business like everyone else.

Together, they talk about the cost of fighting your natural rhythm, and how learning your design can help you show up with more ease, self-trust, and confidence.

1. Why running a business is a journey of self-discovery (and why that matters more than you think)
2. How understanding your energy can make visibility, marketing, and storytelling feel safer and more aligned.
3. The hidden cost of forcing yourself to work in ways that don’t fit - and how it can lead to burnout and breakdown.
4. Why there isn’t one ‘right’ way to build a business (even if the online world tries to convince you otherwise).
5. How to recognise when you’re in alignment vs. when you’re stuck in the shadow.
6. The power of listening to your body’s cues - and using them to guide your decisions.
7. How a simple daily practice can help you tune into your inner world and lead from grounded energy.

This episode is a powerful reminder that your business isn’t meant to be a box you squeeze yourself into. It’s meant to be something you build around who you are - your rhythm, your sensitivity, your nervous system and your energy.

If you’re ready to stop forcing what doesn’t fit and start running your business with more clarity, compassion and confidence, this episode is a must-listen.

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

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.

As your business grows, your voice, your confidence, and your leadership evolves - so your storytelling needs to reflect that.

In this episode, Susan explores how your stories need to grow with you.

You’ll discover:

1. Why documenting your milestones, pivots and lessons builds trust and authority
2. The power of sharing ‘what I’ve learned along the way’ stories to deepen connection
3. How to tell client transformation stories without breaking confidentiality
4. Why moving from scrappy founder to Guide requires a shift in storytelling energy
5. How humanising your growth (including the messy parts) builds relatability and belief

This reflective episode will help you honour how far you’ve come, recognise the depth of experience you’ve already gained, and share your journey - in a way that deeply resonates with the people you’re here to help.

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

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.

Writing a business book isn’t just ‘a marketing tactic’ - it can be a turning point. A moment where you stop keeping your work in your head … and start owning it on paper.

In this episode of The Business of Stories, Susan is joined by her publisher, Lucy McCarraher MBE, to explore what really happens when you write the book that builds your business. From credibility and clarity to becoming the Guide in your customer’s story, you’ll hear why a book can shift how people see you … and how you see yourself.

You’ll discover:

1. How writing a book can help you refine your process and turn your expertise into something you can teach, scale, and share
2. How to get clear on who you’re writing for using Lucy’s Person, Pain and Promise positioning framework
3. How to weave storytelling into your business book without making it all about you
4. The emotional ‘messy middle’ of writing - and why self-doubt is completely normal
5. How sharing the journey of writing your book can build trust and attract clients before it’s even published

This episode is a reminder that writing a book isn’t about proving yourself - it’s about being of service, claiming your IP, and creating something that deeply resonates with the people you’re here to help.

If you’ve been thinking about writing the book that could change your business (and your story), this episode is a must-listen.

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

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.

When you’re just starting a new business - or pivoting, niching or changing direction - it can feel like you have no stories to share yet.

No testimonials.

No case studies.

No long list of client wins.

And yet, this is exactly the moment to lean into all the stories you have about everything that has led you here, doing what you now do.

In this episode of The Business of Stories, Susan explores what to share when your business is new, or has changed - and why you don’t need years of experience to start building trust, connection and authority.

You’ll discover:

1. How to share your journey in real time and build connection without pretending you’re further ahead
2. Why documenting the climb can be more relatable than speaking from the summit
3. How to build trust and authority without testimonials, case studies or a long client list
4. The role of values, beliefs and movements in positioning yourself as a guide, even at the beginning
5. How micro wins, insights and lived experiences can become powerful stories that deeply resonate

From documenting your journey, to sharing defining moments, to owning your ‘why’, this episode will help you see that your stories don’t begin when you feel established, they begin the moment you decide to show up.

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

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.

It’s tempting to believe that faster, smarter tools will solve everything. Especially when content feels exhausting and visibility feels harder than ever.

But what happens when there’s a disconnect between the content someone puts out and who they really are?

In this episode of The Business of Stories, Susan explores where storytelling, connection and authenticity fit in a noisy, AI-powered world - and why your real voice, lived experience, and human stories matter more now than ever.

You’ll discover:

1. The hidden costs of outsourcing your storytelling to AI
2. How exploring your stories helps you find your true voice - instead of one that doesn’t quite fit
3. Why reflecting on your journey can bring more ease, alignment and intention to your business
4. How reconnecting with your lived experiences adds depth, meaning and emotional resonance to your message
5. Where AI can support you - without replacing the parts that only you can do

This honest, thought-provoking episode will help you reconnect with your voice, honour your experiences, and remember why your stories - told by you - are the most powerful way to build trust and connection.

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

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.

Running a business can feel lonely, messy, and completely overwhelming - especially when you’ve got a head full of ideas and no clear sense of what to focus on next.

In this episode of The Business of Stories, Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her unique IP.

She shares what she did at each stage, why she made those decisions, and how one foundational process became the catalyst for everything that followed.

You’ll discover:

1. Why creating your own unique process or IP can be a game-changer, even if your work feels bespoke
2. How documenting what you do with clients can reveal clarity, confidence, and direction
3. Why clients need a roadmap, not a rigid framework - and how a process builds trust
4. How to think about your work as a journey from A to B, rather than a collection of disconnected tools
5. What’s possible when you get clear on what you want to be known for, create a process you can trust, and build your business around that

This honest, behind-the-scenes episode will help you stop second-guessing your path, trust the process you already have, and see that the journey you guide your clients through can unlock growth, confidence, and momentum in your business.

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

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.

So many business owners want to share stories in their content - but something keeps stopping them.

And sometimes, that barrier is the act of writing itself.

In this episode of The Business of Stories, Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia.

What changed everything wasn’t learning how to write ‘better’ - it was learning who she was writing for, and how to use simple storytelling frameworks to get her ideas out of her head and onto the page.

You’ll discover:

1. How clarity, structure, and a strong core message can remove resistance and build confidence
2. Why storytelling frameworks matter - especially if writing feels overwhelming or heavy
3. How finding the golden thread that runs through your three key stories makes your content feel focused, intentional, and connected
4. Why stories work best when they meet people exactly where they’re at
5. How your stories can be a powerful bridge between you and the people you’re here to help

This warm, encouraging conversation will help you see that storytelling isn’t about writing flawlessly - it’s about helping one real person feel understood, supported, and less alone.

If you’re ready to stop battling the blank page and start sharing stories with more clarity, compassion and confidence, this episode is a must-listen.

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

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.

In this super practical episode of The Business of Stories, Susan shares why simplicity is what makes stories compelling - and how packing too much into your story is one of the fastest ways to disengage your audience.

She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters.

You’ll discover:

1. How to focus on one moment, one message, one insight - without detours, diversions, or rabbit holes
2. How using a word limit forces clarity and helps you cut out the clutter.
3. How bullet points can be a powerful storytelling tool
4. Why knowing the point of your story before you start makes it easier to know what you need to include
5. How starting in the moment, and ending sooner than you think, can strengthen the impact.
6. The simple perspective shift that helps you experience your story the way your ideal client will.

This clear, actionable episode will help you simplify your stories, sharpen your message, and stop overwhelming your audience - without losing what makes your voice uniquely yours.

If you’re ready to stop cramming everything into one story and start sharing with more clarity, compassion and confidence, this episode is a must-listen.

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

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.

It’s so easy to think that pricing is just a number. Something practical. Logical. Neutral.

But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not.

In this episode of The Business of Stories, Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the clients you attract.

You’ll discover:

1. How undercharging can quietly undermine trust, positioning, and confidence
2. Why fitting in with your competitor’s pricing might be keeping you stuck
3. How to spot a disconnect between how you position yourself and what you charge
4. The role energy plays when you quote a price, and why it matters more than you think
5. Why pricing is never about your self-worth
6. A simple way to make the value of what you do feel tangible, clear, and easy to say yes to

This perspective-shifting episode will help you look at your pricing in a new light, and make intentional choices that feel aligned - for you and the people you’re here to help.

If you’re ready to stop letting fear or old beliefs dictate your prices, and start telling a story of clarity, confidence and value, this episode is a must-listen.

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

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.

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.

1. Why the very thing that turns one person off can be the exact reason someone else feels deeply drawn to you
2. How storytelling creates real connection in the body, not just in the mind
3. Why perceived similarity matters more than being a ‘perfect match on paper’
4. How your stories act as a natural filter - attracting aligned clients and filtering out the rest
5. 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.

In this episode of The Business of Stories, Susan sits down with business mentor Natasha Britton, whose journey from homelessness, teenage motherhood, and financial pressure to building a successful salon business shows what’s possible when vision, resilience, and self-belief lead the way.

Natasha shares her story with honesty and heart - and shows how lived experience, adversity, and hard-earned lessons shape the way we lead, mentor, and serve others.

You’ll hear how Natasha’s story became the foundation of her positioning, her confidence, and the deep trust she builds with clients - and why sharing your story with intention can be one of the most powerful business decisions you ever make.

You’ll discover:

1. How lived experience builds credibility in a way strategies alone never can
2. 
   
3. Why the hardest parts of your journey often shape the mentor, guide, or leader you become
4. 
   
5. Why you don’t need your client’s exact story for them to feel seen, heard and understood
6. 
   
7. The mindset shifts that help you keep going when things feel overwhelming or uncertain
8. 
   
9. The power of staying connected to the chapters you’ve ‘outgrown’ - and why they still matter
10. 
    

This honest conversation will help you see your story differently. Not as something to hide or move on from, but as a source of strength, clarity, and connection for the people you’re here to help.

If you’re ready to stop downplaying where you’ve come from and start using your story with more clarity, compassion and confidence, this episode is a must-listen.

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.

Have you ever realised that you’ve bought into the narrative that success has to be hard, and that nothing worth having comes easily?

Well, this episode is an invitation to look at what happens when you get clear about what you want - and the energy you bring to receiving it.

In this fun, honest, and surprisingly grounding episode of The Business of Stories, Susan shares unforgettable stories about ‘ordering’ from the Universe.

You’ll discover:

1. How being clear and specific about what you want changes what you receive
2. Why the energy you bring to your content, conversations and offers, can impact your results more than you think
3. Why clarity, belief, and openness matter just as much as strategy when it comes to attracting clients, income, and opportunities.
4. How doubt, fear, or bracing for disappointment quietly blocks results
5. How to stay open to receiving - even when life or business feels messy
6. And a simple way to shift your energy before your next launch, offer, or big ask

This uplifting and reassuring episode will help you reconnect with what you really want, show up with more belief and ease, and remember that your business doesn’t have to feel hard to be successful.

If you’re ready to trust what you’re building and bring more clarity, confidence, and openness to how you show up, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.

So much can happen in a year. Not just in your business, but inside you.

In this reflective end-of-year episode, Susan explores the idea that every year creates new versions of you. Versions that didn’t exist twelve months ago. 

You’ll also learn how to look back on your own year through the lens of story - not just what you did, but who you became.

• How moments you barely notice at the time can quietly shape who you become
• A daily exercise to find your stories of strength, insight, connection, rediscovery, letting go, growth, and choosing yourself
• How keeping your stories simple helps people stay engaged - and actually remember your message
• Why looking ahead through the lens of story can be more powerful than traditional goal setting
• The value of focusing on who you want to become, not just what you want to achieve
• How to think about growth, evolution and alignment as you step into 2026

If you’re ready to honour who you’ve become, reflect on the moments that shaped you, and step into 2026 with intention and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.

So many of us move through our days feeling rushed, stretched, or a little bit unseen. And then, every so often, a moment stops us - and reminds us that we matter.

In this reflective festive episode of The Business of Stories, Susan speaks to something every human longs for: to be noticed, understood, and held with kindness, even for a second. And how simple acts of connection can shift everything.

You’ll hear why your stories matter more than you realise, why your impact extends far beyond what you can measure, and why ‘being seen’ is one of the greatest gifts you can give … to others, and to yourself.

You’ll discover:

• Why being seen and acknowledged is a primal need we all share
• How small acts of humanity can change the course of someone’s day
• How your stories help people feel understood, connected, and less alone
• Why your impact is always bigger than what you can see
• How to honour yourself through the imperfect, emotional, beautiful chaos of Christmas
• And a practical action step, to make someone else feel valued and remembered

This gentle, heartfelt episode will help you slow down, breathe, and reconnect with what truly matters – your voice, your impact, and the people you’re here to help feel seen.

If you’re ready to step into the new year with more clarity, compassion and confidence - and to honour the gift your stories really are - this episode is a must-listen. 

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.

What if you’re doing more than building a business? What if you’re building a movement?

So many of us have a chapter or conflict in our story that changed us. A moment we wish had been different, or a belief we couldn’t ignore any longer.

And yet, we rarely see how that tension is often the very thing that reveals what we stand for - and the beginnings of a movement we may already be leading.

In this episode of The Business of Stories, Susan explores how the friction inside your story - the thing that shaped you, stretched you, or woke you up - can become the catalyst for something much bigger than an offer, a programme, or a brand. 

• How your story can become the foundation of the movement you’re quietly building
• Why movements don’t begin with offers or strategies - but with the beliefs you hold most deeply
• The simple sentence that uncovers the ‘injustice’ your work is here to change
• Inspiring stories of those whose hardest seasons and struggles became catalysts for meaningful change
• Listener Q&A: How to use storytelling to shift a cultural narrative
• And a practical action step on sharing what you believe - and stand for

This inspiring and practical episode will help you see your story, and your business, through a wider, more powerful lens.

If you’re ready to uncover what you stand for, honour the movement within your message, and lead with more clarity, compassion and confidence, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.

What happens when the story that shaped you is also the one you’re most afraid to share?

In this episode of The Business of Stories, Susan sits down with Storytelling Mastery member Jen Neil, who spent years hiding - held back by a chapter of her life that carried deep shame, grief, and a sense of failure.

Jen opens up about walking away from everything - her home, her business, her identity - and the long journey back to herself. You’ll hear how she rebuilt from the ground up, found the courage to tell the truth about her past, and slowly turned the very story she wanted to hide from … into the foundations of the thriving coaching practice she runs today.

If you’ve ever felt like a part of your past disqualifies you, makes you question how others will see you, or is safer kept quiet, Jen’s story will show you what’s possible when you stop hiding, and start reclaiming the strength you didn’t know you had.

You’ll discover:

• Why shame-filled or ‘messy’ chapters are often the ones that shape your deepest gifts and purpose
• How Jen rebuilt her identity after losing everything, and why hiding kept her stuck
• The moment she realised the thing she was most afraid to share was the exact thing her clients needed
• What changes when you shift from sharing your story as the hero (or victim!) … to sharing it as the guide
• How to share hard stories safely, intentionally and from the scar, not the wound

This honest, powerful conversation will help you see your story with more compassion, and recognise the strength, wisdom and mission that may already be living inside the chapters you’ve been avoiding.

If you’re ready to rewrite how you see yourself, reclaim the parts of your story that shaped you, and use them to serve others, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

If you’d like to contact today’s guest Jen Neil, you can do so at storystrands.co.uk/contact-us

Or grab her free guide ‘10 Signs It Might Be Time to Refresh Your Story’ at storystrands.co.uk.

*

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.

So many of us have chapters of our story that we feel uncomfortable sharing; moments we wish had gone differently or that we fear people might judge us for.

In this episode of The Business of Stories, Susan shares why those very chapters often hold the most strength, the most connection, and the most gold. 

Through real life stories of celebs and clients, Susan shows how the hardest seasons can shape who you become and why sharing the challenging times (when you're ready) can deeply resonate with the people you want to help.

You’ll discover:

• How to know what to share (and what not to) when a chapter feels raw, painful or vulnerable
• The power of sharing from the scar, not the wound, and why timing matters
• How to tell honest stories without feeling like a victim, or worrying that people will pity you.
• Five simple steps to sharing a difficult story with purpose, clarity, and impact
• Why owning your story builds trust, relatability, and respect even when things didn’t go to plan
• A powerful reminder that your audience doesn’t need the whole story to benefit from the wisdom that came from it

This honest and reassuring episode will help you honour your story, own your growth, and use even the hardest chapters to support the people you’re here to help. 

If you’re ready to stop hiding the parts of your story that shaped you most, this episode is a must-listen.

If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.com

Download my Be The Guide Masterclass here

https://thebusinessofstories.com/betheguide/

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery 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.