Every great business has a backstory that drives and compels the work they do - Interview with Bernadette Jiwa

Every great business has a backstory that drives and compels the work they do - Interview with Bernadette Jiwa, Founder of The Story of Telling and a recognised global authority on the role of story in business, innovation and marketing and the author of a number of best-selling books on marketing and brand storytelling. Bernadette joins me today to talk about her new book: Story Driven: You don't need to compete when you know who you are, why stories and why now, a flavour of some of the stories in the book, why stories are so important and how to find your own story.

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An ongoing series of interviews where I, Adrian Swinscoe, interview leading entrepreneurs, leaders and thought leaders about how to deliver stand out customer experience and service. Essentially, I'm looking for practical clues that will help you build a business that both customers and employees love. Topics covered in the interviews include customer service, experience and engagement, employee experience and engagement, technology, adaptable and responsive organizations, high-performing teams and all such related issues. Note: This podcast series was originally known as the RARE Business podcast but rebranded in late 2019 on the back of the publication of my book: Punk CX.