Episode 52: SUMMER REWIND - How to turn your message into a movement

00:53 You're listening to The Business of Stories with Susan Peyton, showing you how to share stories that do the selling in your business so you don't have to. This summer, instead of bringing you brand new episodes I'm taking the opportunity to revisit six of the episodes that have resonated the most sparked the biggest conversations had the biggest impact or contain ideas i think every business owner should hear more than once. Whether you miss them the first time around are they're exactly what you need to hear again right now

01:32 These are six of the stories, conversations and lessons well worth another listen. And today I want to invite you to think bigger. Bigger than your offers. Bigger than your services. Even bigger than your business because the businesses people remember aren't just known for what they do – they're known for what they stand for The beliefs they have. The change they're trying to create, the future they're inviting people to be a part of. Whether you've consciously thought about it or not every business is telling a story about the world it wants to create and when you become clear on what that story is for you your message becomes so much more compelling because people aren't just buying what you do they're buying into what you stand for

02:23 So here is how to turn your message into a movement. Before I dive into today's story at the start of this episode, I want to let you know that it does include a brief reference to suicidal thoughts if that feels difficult for you to hear right now please feel free to skip ahead five minutes to the end of that story In 2003, after years of feeling lost and unfulfilled James Boardman joined the Royal Marines and found something he'd been looking for all his life. A purpose that excited him a place where he belonged a challenge that helped him discover his true potential He became a Royal Marine Commando a physical training instructor And then a corporal

03:20 But, he had a wife and baby daughter at home. And having to say goodbye to them every time he went away not knowing if he'd ever see them again was one of the hardest things he'd ever done He even wrote letters to them and put them on the end of his bed whenever he left the safety of the military base To pass onto them if he didn't return Including a letter to his daughter, to be given her on her wedding day if he wasn't there. And when he and his wife had their second daughter He hated that he was missing so much of both his girls growing up The long absences took their toll and years of missed school performances and sports days were creating a massive hole that even a dream job in the military couldn't fill

04:15 So when an opportunity came up to teach outdoor education at a local authority establishment, he took it and said goodbye to an eight-year military career. It wasn't an easy decision but it was one that was about to have a huge impact on his life Within weeks he realised he hated life as a civilian really hated it He had no idea who he was outside of the Royal Marines and he quickly spiralled into a mess. He was anxious, aggressive and started drinking because he felt helpless and ashamed that he wasn't being the father or husband he'd left the military to be By the end of 2012 he was divorced, an empty shell and too embarrassed to ask for help

05:14 Leaving the Marines had broken him in a way he never expected. He was broke, alone, trapped in a life he hated and ready to give up One night he sat on the edge of his bed wanting it all to be over. He considered taking his life but instead, in that moment, he made another life-changing decision. He put on his trainers and went for a run even though it was the middle of the night He ran and ran for three-and-a-half hours. And by the time he got back home, he'd made another decision to become the man his children needed Not the man he had been not the man he lost but the man he knew he was inside Those decisions that night saved his life in so many ways! He started to rebuild...He stopped drinking.... He stopped beating himself up

06:21 He got help and slowly he got his life back together, and started showing up the way he wanted to. Today he has two best-selling books a podcast and a successful business that has helped hundreds of men show up the way they want in their business and at home James' story is so powerful it's his why its driver its mission And I feel emotional every time he talks about it. Because this isn't just about selling a program or coaching, it's about showing men that building a successful business does not have to mean sacrificing home life or personal relationships In fact James believes that you can only be truly successful if you are showing up for yourself and your family first

07:21 He's changing the narrative around hustle and burnout, and toxic masculinity. And the high performance at any cost culture. And showing men how to lead themselves so they can be the father, husband, son, partner, co-worker, colleague boss or entrepreneur they want to be! He shows men how to be successful in every aspect of their lives James isn't just running a business, he's building a movement. If your business was a movement what would that movement be? That question is in my book and I love asking it because it always gets people thinking about what they do in a new and different way Your movement is not your offer It's not your services It's not the work you do

08:17 It's much bigger than all of those things. It's bigger than you, it's bigger than your business. It is a rally cry! It is about the impact that you want to make – the difference you want to see in the world. It is a vision for what should exist and when shared in the right way, it is a story people will want to be part of If people connect with a movement, they're connecting with the purpose or cause behind it. They're connecting with the values and beliefs behind it. They're connecting with the emotion and energy behind it And they'll want to be part of it because its something bigger than they could ever achieve on their own Think about some of the movements in history Animal rights Women's rights Free love Black Lives Matter Anti-bullying

09:14 Body positivity. None of those started with a business plan, they started with a belief and they spread through stories. None of them are about selling things – they're about believing something deeply and inspiring others to believe it too! And they all generated an energy that picked up momentum and inspired people to create the world they want to see So what if you're building more than a business? What if, without even realising it you're actually building a movement? Something bigger than a programme or offer or brand. Something people feel compelled to join because it aligns with the world they want to live in. Vicky Pratley was a practising solicitor who burnt out! She set up a boutique employment law firm within a top 20 accountancy practice

10:14 But the long hours and mental strain took their toll. She loved her work, but the environment, the culture and expectations made it hard for her to keep healthy boundaries – over time she became ill. She described it as a thousand cuts – a combination of years of stress that affected her sleep, cognitive ability and mental health. Vicky took three months off But when she came back to work, she realised that she could have more of a positive impact in the profession she loved by creating a wellbeing programme for law firms so they can protect their people and performance in a way that is healthy and sustainable. Vicky knows that exhausted lawyers don't bring their best selves to work – so she's creating a movement to help bring about the change she wants to see

11:17 Every business has the seeds of a movement and those seeds are in your stories. Think about the steps of my framework that I shared in episode 2, your personal stories, your beliefs, your truth, your convictions, your business stories, your purpose, your values, your mission, you're why? Your customer stories what they want to see, the change you're helping create for them Somewhere in there is the movement you're quietly creating, even if you've never named it. So here's a few prompts to get you thinking about your business as a movement. Movements often start from a place of friction – something you want to change, something you're rebelling against, something you can no longer ignore. For me it's bro marketing – marketing that feels manipulative

12:21 That pushy, high-pressure style of selling. Playing on people's fears and making them feel not enough so they buy. I've always hated it – it never sat right with me and didn't want anything to do with it so looked for another way. Something that felt good and aligned And when I realised that I could get all the clients I wanted and build the business I dreamed of using storytelling, which is the opposite of bro marketing right? Because it's not about being pushy at all. It's about having people come to you saying, I really want to work with you! That's how I wanted to build my business one story at a time and that's what i wanted to help other people do

13:11 Use storytelling to create real, genuine meaningful human-to-human connection so that clients who are a really good fit show up ready sold. So my movement is all about creating a world of human first storytellers where business is done by people who feel connected to each other Maybe your movement is about wanting to help other people avoid what you went through. That's very much what James' is about! He doesn't want to see other men suffer the way he did, to the point where their marriage ends or their kids don't want to see them. So it's all about helping men before they get to that point. Help them prioritise what matters. Help them build success from home first. Help them be the man they know they can be

14:09 Because he knows only too well what it feels like to lose yourself and what it takes to rebuild yourself again. Same with Vicky, she doesn't want to see the industry she once was excited to be a part of fall apart because legal professionals are burnt out and running on empty that doesn't serve anyone so she works with law firms to help them put things in place so that doesn't have to happen to anyone else Another way to identify your movement is to look at the conflict in your own story. What shouldn't have happened? What shouldn't have had to be that way? Maybe you struggled for years to make a living because you're creative and you bought into the narrative that it's hard for creatives to make money

15:06 But you believe creatives shouldn't have to choose between their artistry and passion, and financial security. And your movement is all about empowering creatives to thrive financially! Here's a simple way to see if your movement is about injustice or conflict Does it fit into this sentence? It's wrong that... so I'm here too For instance, it's wrong that people are pushed to fit themselves into business models that don't fit them. So I'm here to help them create a business aligned with who they truly are! Or maybe your movement is about what you want to see more of in the world? Movements can be fuelled by desire not just frustration Maybe you want to see more women using their voice confidently

16:06 Sarah Page works with women executives in the music industry and believes they shouldn't have to shrink themselves to succeed. Her movement is all about helping women take up space, own their voice back themselves and lead powerfully A movement starts with a belief that things can be different And a willingness to lead people towards that new possibility Your movement could be about the future you're helping people step into. A future with more confidence, more clarity, more ease... a future where people trust themselves again after years of doubting and overthinking or a future where success doesn't cost your well-being! A future where leaders lead with empathy not ego. A future when nobody feels ashamed of their past

17:08 A future where success looks like freedom, not exhaustion. A future where introverts thrive without having to pretend to be extroverts. A future where experts stop undercharging and start owning their brilliance. A future where being human beats being polished! Or maybe your movement is about something you see happening in your industry that you want to help people navigate? Lynne Hilton helps singers become singing teachers and build a business that supports them, and helps them to stay in an industry they love. She saw that talented experienced artists were leaving the industry once their performing career was over because they didn't believe there was place for them in it anymore so she created BASST

18:06 Lin is helping singers belong, give back and create their next chapter. She's changing the narrative in her industry, one singer at a time. Your movement might be your why – the thing you care about so deeply that it shapes the way you show up and it always comes from your story It might be there in the thing you struggled with The thing that made you feel uncomfortable, frustrated, stuck or out of alignment The thing you eventually said no to

19:08 Movements are always rooted in emotion. They make people feel something. Movements are about energy, they have a ripple effect that reaches way beyond you or your business. Movements are about change – changing how we show up, lead and live And here's what happens when you start thinking about your business as a movement You feel energised and anchored by your purpose Your content becomes richer. Your stories become more meaningful, your message goes deeper the right people see you You attract clients who want to be a part of that movement and you become known for more than just what you do...you become known for what you stand for! So here's some questions to help you think about what you stand for and what your movement might be

20:11 When you think about your own journey, what did you need most that you didn't have? Or what do you know now that you wish you'd known then. What frustrates or breaks your heart? What fires up? What change do YOU want to see? And if 10,000 people gathered to follow YOUR message – what would they be chanting? Movements start with one voice brave enough to speak One person willing to do the work to change the narrative. So whatever changes you want to see, whatever story is that YOU want to change, become a storyteller of a new one! Live it! Share it! Help other people see themselves in it. That's how movements happen – one story at a time

21:15 So, as always before I go let me give you a quick action step that you can go away and do. Here's your action step for today Write I believe at the top of a piece of paper And then just start writing whatever comes to mind What do you believe? As it relates to what you do and what you help your clients do Just let your thoughts flow See what comes up What are the beliefs that underpin everything you do? I often ask clients that, but they've rarely thought about it before. But your beliefs sit at the heart of why your business exists. Tom's Shoes believe they can improve people's lives through business Lego believes creative play builds better futures for children

22:15 Nike believes anyone can be an athlete. Although they obviously haven't seen me run! I worked with an estate agent a couple of years ago and did this exercise with him, he took what he came up with and created a short video that really set him apart from other estate agents In it he talked about how he believes a home is more than just location layout or price That it's a place for creating special moments and lifelong memories. And how he believes your home should enhance everyone's emotional, spiritual and physical well-being You don't hear many estate agents talking about that! So that's your action step for today Do the I Believe exercise and then share it Share what the beliefs are that sit at the heart of what you do

23:14 Let people know what you stand for. Show people why you do what you do, because then people will feel it and if it resonates they'll follow it and once people start following it...it becomes a movement! And I'll see you next time for more stories that DO the selling FOR YOU so you don't have to Thank you so much for being here. I love that we get to do this together! Would you do me a huge favour and please rate, review and follow this podcast in Apple Spotify or wherever you listen to your podcasts? And i'll see you next time for more honest conversations meaningful connections and of course stories