The Business of Stories with Susan Payton

What do you do when you wake up and realise your business bank account doesn't have enough money to cover next month's expenses? In this episode of The Business of Stories , Susan shares a very honest story about being faced with a frightening cash flow situation. And the simple exercise that helped her stop making decisions from fear, and gave her the clarity to create £20,000 in under 30 days. S...

If you've ever wondered how to tell stories that truly connect with the people you want to help - without overthinking, oversharing, or wondering whether you're doing it ‘right’ - this episode is for you. For the first time, Susan shares the simple 7-step storytelling process she’s previously only taught inside her live five-day challenges. This practical framework is designed to help you turn eve...

If you’ve ever thought, “I don’t have enough interesting stories to share”, you’re not alone. So many business owners hold back from making storytelling a key part of their marketing strategy because they think their stories need to be dramatic, life-changing or show-stopping. But what if the problem isn’t that you don’t have enough compelling stories - but that you just don’t know where to find t...

How do you build a business around one clear message when your brain is constantly bursting with new ideas, opportunities, and directions to explore? In this episode of The Business of Stories , Susan answers a question so many entrepreneurs struggle with: How do you stay consistent enough to get known for one thing - when you have an ADHD brain that craves variety, creativity, and fresh challenge...

Have you ever wondered why some stories capture your heart, resonate deeply, or feel so familiar? In this episode of The Business of Stories , Susan explores the seven basic story plots that sit behind some of the world's most loved books and films, and shows how they show up in your business too. From the challenges you've overcome and the milestones you've reached, to the mission you're on and t...

So many business owners know that LinkedIn could be a powerful platform for their business - but they’re not sure how to create the kind of posts that lead to real connection, conversations and opportunities. In this episode of The Business of Stories, Susan sits down with Niall Ratcliffe, CEO of Noticed, the UK’s number one LinkedIn agency, to explore what’s actually working on LinkedIn right now...

There’s nothing more frustrating than knowing you could be making a HUGE difference to the people you help … but feeling invisible. Watching other people become the go-to expert, while you wonder, “Why isn’t that happening for me?”. In this episode of The Business of Stories , Susan shares the real reason some people become known for what they do - and why others stay forgettable, even when they’r...

One thing I’ve noticed, after years of working with business owners on their messaging and storytelling, is that very few people find clarity in a straight line. Most people don’t wake up one morning with a perfectly polished niche, a crystal-clear message and a business that suddenly makes complete sense. Often, it’s a messy journey full of pivots, doubts and false starts. In this honest conversa...

If you’ve ever held back from making an offer, avoided talking about your prices, or worried that selling somehow makes you come across as pushy, this episode will deeply resonate. Susan is joined by Catherine Watkin to explore what really needs to shift if you want to sell in a way that feels natural, aligned, and genuinely good - for you and your clients. You’ll discover: How the story in your h...

So many of us have fallen into the trap of trying to sound ‘professional’ when we write … only to end up sounding like everyone else … And completely disconnected from who we really are. In this episode of The Business of Stories , Susan shares what she’s been noticing behind the scenes - from AI-written podcast pitches to messaging that has lost its human touch … and why personality is the one th...

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, judg...

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...

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 co...

Need some more inspiration for stories you could share over Easter? In this light-hearted Easter episode of The Business of Stories, Susan pulls more unexpected questions from the hat - and uses them as a springboard for honest reflection, personal insight, and easy content ideas you can borrow for yourself. From talking openly about ADHD to the pressure to do business like everyone else, and what...

Need some inspiration for stories you could share? Or easy content to post over Easter? In this episode of The Business of Stories , Susan lets her family choose some topics for her to discuss - unplanned, unscripted, and surprisingly revealing. Along the way, she shows you just how many stories you already have … and how quickly they appear when you stop overthinking. You’ll discover: Why relaxin...

An important part of sharing your stories, being visible, and showing up as the Guide for your people … is understanding yourself first. In this episode of The Business of Stories , Susan is joined by Kelly Vikings, founder of New Earth Business, to explore what changes when you stop trying to run your business like everyone else. Together, they talk about the cost of fighting your natural rhythm,...

As your business grows, your voice, your confidence, and your leadership evolves - so your storytelling needs to reflect that. In this episode, Susan explores how your stories need to grow with you. You’ll discover: Why documenting your milestones, pivots and lessons builds trust and authority The power of sharing ‘what I’ve learned along the way’ stories to deepen connection How to tell client tr...

Writing a business book isn’t just ‘a marketing tactic’ - it can be a turning point. A moment where you stop keeping your work in your head … and start owning it on paper. In this episode of The Business of Stories , Susan is joined by her publisher, Lucy McCarraher MBE, to explore what really happens when you write the book that builds your business. From credibility and clarity to becoming the G...

When you’re just starting a new business - or pivoting, niching or changing direction - it can feel like you have no stories to share yet. No testimonials. No case studies. No long list of client wins. And yet, this is exactly the moment to lean into all the stories you have about everything that has led you here, doing what you now do. In this episode of The Business of Stories , Susan explores w...

It’s tempting to believe that faster, smarter tools will solve everything. Especially when content feels exhausting and visibility feels harder than ever. But what happens when there’s a disconnect between the content someone puts out and who they really are? In this episode of The Business of Stories , Susan explores where storytelling, connection and authenticity fit in a noisy, AI-powered world...

Running a business can feel lonely, messy, and completely overwhelming - especially when you’ve got a head full of ideas and no clear sense of what to focus on next. In this episode of The Business of Stories , Susan opens up about her own very organic business journey - from years of offering 1:1 Done For You work, to creating a book, a process, and eventually a scalable business rooted in her un...

So many business owners want to share stories in their content - but something keeps stopping them. And sometimes, that barrier is the act of writing itself. In this episode of The Business of Stories , Susan sits down with long-time Storytelling Mastery member Sue Hall - whose relationship with writing was shaped by years of red pen corrections, criticism, and an undiagnosed dyslexia. What change...

In this super practical episode of The Business of Stories , Susan shares why simplicity is what makes stories compelling - and how packing too much into your story is one of the fastest ways to disengage your audience. She walks you through six clear, easy ways to shorten your stories without losing the meaning, emotion, or message that matters. You’ll discover: How to focus on one moment, one me...

It’s so easy to think that pricing is just a number. Something practical. Logical. Neutral. But what if the prices you charge for your products and services are actually telling a story about you - whether you realise it or not. In this episode of The Business of Stories , Susan explores why pricing is never just about money, and how what you charge shapes perception, energy, confidence, and the c...

Have you wondered how connection works in business? Why some people lean in, and feel excited to work with you - while others walk away? In this episode of The Business of Stories , Susan unpacks a real moment from a recent launch that perfectly illustrates why connection isn’t about being polished, perfect, or universally appealing - and why that’s actually good news for your business. She explor...