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The Business of Stories with Susan Payton

The Business of Stories with Susan Payton

By: Susan Payton
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 In 2015, I shared my ‘very ordinary’ story with 1500 business owners and it totally changed my business - and my life. I went from struggling to be seen and heard, to having dream clients signing up to work with me. It blew my mind. I saw first-hand how sharing stories in business is not just essential; it’s a superpower! Since then, thousands of business owners have bought my book, The Business of Stories, and used my simple storytelling frameworks in their content and marketing - to cut through the noise, communicate their value, build authority and create connection. If you struggle to get across who you are, what you help your clients do and why they should work with you – this podcast is for you. No matter what your life has looked like or what stage of business you are at, your stories are your greatest asset and, every week, I’ll show you how to find and share the ones that will do the ‘selling’ for you in your business, so you don’t have to! Connect with Susan: Email: susan@thebusinessofstories.com LinkedIn: https://www.linkedin.com/in/susanpaytonuk/ Facebook: https://www.facebook.com/SusanPaytonUK/ Instagram: https://www.instagram.com/thebusinessofstories/ Download a free copy of The Business of Stories here: https://thebusinessofstories.com/freebook/ Grab The Storyteller’s Starter Pack here: https://thebusinessofstories.com/pack/Copyright 2026 Susan Payton Art Economics Literary History & Criticism Marketing Marketing & Sales
Episodes
  • Episode 36: 3 things I know to be true from 59 years on this planet

    Episode 36: 3 things I know to be true from 59 years on this planet
    Apr 29 2026
    What do 21,537 days of living, learning, stumbling, growing and figuring it out teach you?In this episode of The Business of Stories, Susan celebrates her birthday by reflecting on three lessons she knows to be true after 59 years on the planet.Lessons about being seen, judging yourself less harshly, and reframing the stories that hold you back.You’ll discover:Why people aren’t watching, judging or analysing you as much as you thinkThe uncomfortable truth about who IS judging youThe hidden stories running your decisions (especially around money, visibility, and success)Why celebrating who you are is the first step to owning your storyHow one simple reframe can change the way your whole story plays outThe surprisingly simple exercise that will help you see yourself in a completely different lightIf you’re ready to stop judging yourself, own what makes you powerful, and reframe your story in a way that helps you win at life, this episode is a must-listen.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out The Story Source here Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here And my speaker page hereConnect with Susan:Email: susan@thebusinessofstories.comLinkedIn: https://www.linkedin.com/in/susanpaytonuk/Facebook: https://www.facebook.com/SusanPaytonUK/Instagram: https://www.instagram.com/thebusinessofstories/Produced by Winter Audio.Mentioned in this episode:The Story Source
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    20 mins
  • Episode 35: Meltdowns and milestones - the stories behind SnoozeShade with Cara Sayer

    Episode 35: Meltdowns and milestones - the stories behind SnoozeShade with Cara Sayer
    Apr 22 2026
    Behind every business are the stories of what it took to get there.In this episode of The Business of Stories, Susan has an honest and unfiltered conversation with Cara Sayer, founder of SnoozeShade, about what scaling really looks like behind the scenes - from product creation and purpose-led growth to overwhelm, setbacks and having her product ripped off by a major supermarket.You’ll discover:The story that kept SnoozeShade at #1 for 16 yearsWhy ‘selling more’ is the wrong goal (and what to focus on instead)How your values, standards and non-negotiables can become a powerful part of your storyThe uncomfortable truth about building something that lastsThe difference between a product - and a brand people believe inThe simple but powerful question to help you uncover the stories you could be telling nowIn this honest and thought-provoking episode, Susan reflects on how Cara’s story shows what’s possible when you stay anchored in what matters, and why the stories you share as you grow can become some of your most powerful.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out The Story Source here Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here And my speaker page hereConnect with Susan:Email: susan@thebusinessofstories.comLinkedIn: https://www.linkedin.com/in/susanpaytonuk/Facebook: https://www.facebook.com/SusanPaytonUK/Instagram: https://www.instagram.com/thebusinessofstories/Produced by Winter Audio.Mentioned in this episode:The Story Source
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    29 mins
  • Episode 34: A 90-Day Plan to Turn Your Stories Into Sales

    Episode 34: A 90-Day Plan to Turn Your Stories Into Sales
    Apr 15 2026
    If you’ve ever felt like you’re showing up, doing the posts, writing the emails … and still not seeing the results you want, this episode of The Business of Stories is for you.Susan walks you through her 90-day roadmap to turn your stories into a powerful, consistent sales system.From building strong foundations with your core story and ideal client, to refining your message, creating aligned content, and developing a clear sales strategy - this episode shows you how to bring it all together in a way that feels natural, authentic, and effective.You’ll discover:How your story is more than something you share, it’s something that runs through your entire businessWhy knowing your customer’s real story changes everything - and what happens when you don’tHow the golden threads that link your story to your ideal clients are so much more than your ‘I was where you are now’ storyHow creating a clear, simple message that people instantly understand (and remember) is like writing a songThe most important story your website should tellWhy random content could be killing your sales - and how to fix thatThe importance of having a sales strategy behind your stories, content, and visibilityThis super practical and empowering episode will help you create clarity in your messaging, confidence in your content, and a strategy that supports consistent, story-led sales.If you have a question you would love Susan to answer on the show, please email it (in writing) to susan@thebusinessofstories.comCheck out The Story Source here Storytelling Mastery here Download my Be The Guide Masterclass hereDownload a free copy of The Business of Stories hereAbout your host Susan Payton:When Susan told her ‘ordinary’ story to 1,500 business owners back in 2015, the response from people who resonated with it and felt connected to her as a result of hearing it, blew her away!In fact, that moment completely changed her business - and her life.Susan has since worked with entrepreneurs all over the world, written the international bestselling book, The Business of Stories, hosted the podcast of the same name, and become a leading authority on how to use storytelling to stand out in your industry.Thousands have used her simple framework to share their message with impact, attract ideal clients and grow their business.Susan has also spoken on stages from Brighton to Barcelona, guested on panels and podcasts and run numerous masterclasses, guest expert sessions and workshops, both online and in person.In a world where it’s getting harder and harder to be heard above the noise, Susan is passionate about showing business owners how to clearly articulate their value and speak to the right people, at the right time, with a simple message and a great story.See my bio here And my speaker page hereConnect with Susan:Email: susan@thebusinessofstories.comLinkedIn: https://www.linkedin.com/in/susanpaytonuk/Facebook: https://www.facebook.com/SusanPaytonUK/Instagram: https://www.instagram.com/thebusinessofstories/Produced by Winter Audio.Mentioned in this episode:The Story Source
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    32 mins
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