The guest speaker, Dr. JJ Peterson, shares his expertise in branding and marketing and highlights how leaders can use storytelling to build trust, foster effective team building, and get buy-in from their teams. He emphasizes that storytelling is a critical skill that leaders in the 21st century need to develop if they want to achieve long-term success. Dr. Peterson discusses the four main characters in a story - hero, villain, victim, and guide - and how they relate to our lives. He explains that everyone wants to be the hero of their own life, and as leaders, we need to position ourselves as guides to help others achieve their goals. To do this, we need to understand what the hero wants and identify the problems that are getting in the way of them achieving their goals. By offering empathy and authority, we can position ourselves as the guide and help others win. The discussion also touches on the importance of giving meaning and context to everything we do, as this helps people connect with our message and gives them a sense of purpose. The guest speaker also talks about how to use digital media to tell stories ethically and encourages listeners to become heroes in their own lives and guides for others. Overall, this podcast episode provides valuable insights into the power of storytelling in leadership and business and offers practical tips for leaders to position themselves as guides and help others achieve their goals. It emphasizes the importance of understanding the wants and needs of others and using empathy and authority to build trust and foster effective communication. Links to connect with Storybrand Storybrand: https://storybrand.com/  Dr. Peterson: https://www.linkedin.com/in/j-j-peterson-1b4011a2/