Insights & Ideas
A collection of thoughts, observations and occasionally inconvenient truths about brand storytelling, marketing, business and what makes people tick. Written to make you think, occasionally make you laugh, and hopefully help you see something a little differently.
If you hate selling, your marketing needs to work harder.
Cold selling isn't the only way to win clients. Discover how clear positioning, useful content and thought leadership build trust before a sales conversation.
Founder Insight: Context Switching Might Be My New Olympic Sport
From juggling clients to running multiple businesses, Emma Flaxman shares the realities of context switching, staying focused and finding balance as a founder.
Your founder brand can be the front door, but it should not be the entire house.
A strong founder profile can attract attention, but your business needs a story of its own. Explore how personal branding and company messaging work together.
You do not owe LinkedIn your entire personality
You don't need to share every detail of your life to build a personal brand. Discover how founders and leaders can be visible, authentic and known for something.
Your Customers Are Always Telling Better Stories Than You Are
Your customers may explain your value better than you do. Learn how reviews, testimonials and client feedback can sharpen your brand story and website copy.
Founder Insight: Being Busy Is a Terrible KPI
Being busy can feel like success, but is it really? Emma Flaxman explores the difference between constant activity, meaningful progress and building a business.
Why do you think your customer cares about your story?
Most businesses start their brand story with themselves. Discover how customer-first storytelling makes your message clearer, more relevant and memorable.
Everyone wants a distinctive brand. Nobody wants to make a distinctive decision.
Every business wants to stand out, but real differentiation takes decisions. Explore how positioning, business choices and customer experience shape a distinctive brand.
Founder Insight: The business you start isn’t always the business you build
Starting a business rarely goes exactly to plan. StoryOne founder Emma Flaxman reflects on adapting your offering, listening to clients and finding your direction.