Some businesses do exceptional work and still struggle to stand out.

In this conversation, Dr. J.J. Peterson sits down with Julie Firth and Sonya Whittam, founders of Story22, to explore the hidden gap between the value a business delivers and the way customers actually experience it.

They talk about why so many growing companies accidentally start blending into the market, how businesses outgrow their messaging without realizing it, and why thoughtful customer experience has become one of the strongest competitive advantages a leader can build.

The conversation also explores the connection between StoryBrand and Unreasonable Hospitality—and why clear messaging means very little if the experience behind it doesn’t make people feel seen.

Because customers rarely remember perfect transactions. They remember how your business made them feel.

Join us on June 10th and 11th in London for our two-day intensive workshop - Become the Obvious Choice! - https://www.story22.co.uk/storybrand-unreasonable-hospitality-workshop-in-london-2026/

• Why great businesses still get overlooked
• When your business outgrows its messaging
• Why customers don’t always feel what makes you different
• The gap between marketing promises and customer experience
• How thoughtful service turns customers into advocates
• Why people remember businesses that make them feel seen

If these ideas resonate, Dr. J.J. Peterson has explored both of these frameworks more deeply in previous conversations:

• If You Confuse, You Lose Why clarity is one of the most overlooked forms of service in business.
• Why Good Service Isn’t Enough Anymore (and What To Do Instead) A deeper look at why memorable customer experience creates loyalty long after the transaction ends.

Story22 Building a StoryBrand by Donald Miller Unreasonable Hospitality by Will Guidara

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