Stop Selling, Start Storytelling: How to Make Your Customer the Hero of Your Brand’s Narrative

2025-11-25

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In a typically "off-the-rails" session on The Best Dam Podcast, Jill chats with Alex Raffi, the creative force behind Imagine Communications. Alex, a self-proclaimed impulsive idea hunter, shares his fascinating philosophy on brainstorming, human intuition, communication, and the art of storytelling in business.If you’ve ever wondered why your marketing isn't resonating or how to truly connect with your audience, Alex’s insights—from the power of the subconscious to why humility can sometimes hinde...

In a typically "off-the-rails" session on The Best Dam Podcast, Jill chats with Alex Raffi, the creative force behind Imagine Communications. Alex, a self-proclaimed impulsive idea hunter, shares his fascinating philosophy on brainstorming, human intuition, communication, and the art of storytelling in business.

If you’ve ever wondered why your marketing isn't resonating or how to truly connect with your audience, Alex’s insights—from the power of the subconscious to why humility can sometimes hinder success—offer a masterclass in modern communication.

Discussion

The Newsroom of the Mind: Alex describes the conscious mind as the "newspaper" and the subconscious mind as the"newsroom" where ideas are worked out. Your subconscious is always processing information, even when your conscious mind is asleep.
Curiosity is the Engine: If you are not curious about something, the information gets ignored by your subconscious, meaning you won't have ideas about it. Therefore, to be great at something, you need to surround yourself with what you are curious about.
No Rails in Brainstorming: Alex encourages bringing up even "weird" or abstract ideas during brainstorming, as the subconscious often gives hints (like a bird and a horse leading to a Pegasus) that can inspire others.
The Artist's Release: Once a piece of art or marketing is created, Alex learned from his teacher that it's no longer the creator's. It is only "alive" when the audience interacts with it and interprets it as they choose.
Perception vs. Perspective: It's impossible to change a person's perception (their deeply wired belief). However, you can change their perception by changing their perspective, which is learned, usually through storytelling.
The Hero-Customer Model: In marketing, Alex advises against making your business the hero. Instead, you should speak to the customer in a way that shows them they are the hero, and your business is simply providing the tools they need to save themselves.
The Humility Hurdle: Alex believes that humility often gets in the way of businesses identifying and promoting their most valuable traits. He suggests it's easier to bring in an outsider who can speak plainly and confidently about what makes the business unique.
The Logo Buy-In Trick: When a client is hesitant about a final design, Alex sometimes lets them suggest a small, immediate change (like changing a color or adding a star). This gives them an actual hand in the creation, making it their logo and leading to approval.
The Chamber's Core Purpose: Alex reminds listeners that the Chamber of Commerce is not "just networking". Its original and current purpose is to serve as an advocate for businesses, protecting them and connecting them with the city and necessary resources.
Listen, Don't Wait to Speak: Alex admits he is impulsive and has to work on shutting up and truly listening to his talented team. He notes that Jill is naturally open to listening, not just waiting for her chance to tell her opinion, which is a valuable trait.