Interview Transcript Highlights: Paul Furiga

Host: Audrey "Tech Diva" Wiggins

Guest: Paul Furiga, President and Founder of WordWrite

The Importance of Storytelling in Business

Audrey Wiggins introduces Paul Furiga, emphasizing his role in B2B marketing across industries such as law, healthcare, manufacturing, finance, and AEC (architecture, engineering, and construction).
Paul believes in leveraging the 'capital S' story, which answers why clients should buy, work, partner, or invest in a business.

Introduction and Paul's Podcast

Paul introduces his podcast, "Storylines Live", which focuses on business storytelling. The podcast is available on major platforms with 17 episodes already released.

Fun Facts and Achievements

Paul shares his journey as a musician. He plays in a band called the Altered Egos and mentions having played 35 gigs in the previous year.
Balancing music and work, Paul speaks about the energy and time commitment of performing live shows while maintaining his professional career.

Journey into Storytelling

Paul's background in journalism: He spent two decades covering various stories, which provided insights into storytelling's impact on hearts, minds, and actions.
Transition to the agency business: Paul highlights his work at Ketchum Public Relations, leading to the founding of his own firm, WordWrite, with a focus on storytelling.

The Role of Stories in Business

Complexity in business stories: Paul discusses how businesses, especially those with complex products, often struggle to tell their stories effectively. His company specializes in simplifying and clarifying these stories.
The challenge of technical solutions: Businesses need to explain their technical solutions in a way that their audience can understand and connect with.

The Process of Uncovering Stories

The 5 Burning Questions: Paul uses this tool to help clients articulate their stories by focusing on essential questions that drive business success.
Archetypal stories: Paul emphasizes using universal story structures (like the underdog story) to make complex business narratives memorable and relatable.

Personal and Business Stories Intertwined

Relationship between personal and organizational stories: Paul explains that while the focus is on the organizational story, there is a significant overlap with the leaders' personal stories. These personal stories help humanize and give depth to the business narrative.

Conclusion

Paul’s expertise in storytelling helps businesses communicate their value effectively, driving engagement and success. His approach blends deep industry knowledge with a passion for compelling narratives.

Paul Furiga’s insights underscore the power of storytelling in business, especially for complex or technical industries, and highlight how personal and organizational stories work together to create a compelling brand narrative.

Get a free chapter of Paul’s book:

wordwriteagency.com/find-your-capital-s-story

Contact and connect

paul.furiga@wordwriteagency.com

wordwriteagency.com

storytelling

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