In this episode of Digital Marketing Stories Jim interviews John Elbing, founder of Standpoint in Switzerland, about his “Story Building” methodology for helping companies tell the right story from the customer’s point of view rather than focusing on themselves.
John explains how his varied background led him to refine existing storytelling frameworks into his own process and why companies often need outside perspective to see gaps in their messaging.
He discusses auditing a brand’s full online presence - website, social channels, and even how AI describes the company - to ensure consistent narrative and avoid being driven by vanity metrics.
John outlines a three-step model:
recognition (customers see it’s for them)
perception (they understand differentiation)
projection (they can imagine the steps and positive future)
plus how podcast guesting and his book (with AI prompts) support credibility and practice.
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🧰 Resources mentioned or used making this episode 🧰
➡️ Competitor Analysis - https://geni.us/similarweb
➡️ Market Analysis - https://geni.us/builtwith
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➡️ Teleprompter App - https://geni.us/promptsmart_jimbanks
➡️ Competitor Ad Analysis - https://geni.us/pipiads
➡️ Track Winning Products - https://geni.us/ppspy
➡️ Targeting for YouTube Ads - https://geni.us/tubesift
➡️ YouTube Ad Spy Tool - https://geni.us/videoadvault
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➡️ Media Buying Community - https://geni.us/unik360
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➡️ Project Management Suite - https://geni.us/teamwork
➡️ Content Workflow Automation with AI - https://geni.us/castmagic_jimbanks
➡️ AI Video Clipping Tool - https://geni.us/opusclip_jimbanks
⏰ Time Stamps ⏰
00:00 Meet John from Standpoint
00:07 Story Building Method
01:06 Origin Story Catalyst
02:48 Finding Clients Channels
04:13 Narrative Audit And AI
05:32 Tough Feedback Framing
08:02 Social Metrics Trap
11:36 Three Step Framework
14:40 Selling The Future
16:13 Why Podcast Guesting
19:16 Writing The Book
22:29 Speaking And Improv
24:37 AI Prompts In Practice
27:11 Where To Find John
28:48 Ideal Clients And Moments
32:02 Wrap Up And Thanks
