What makes you get up and do what you do every day? And why should your clients care?

In this episode of The Business of Stories, host Susan Payton explores the crucial fourth step of her signature storytelling process, uncovering and sharing Your Why. Susan breaks down the difference between your personal why and your big why, and how sharing your own motivations can inspire action, attract like-minded clients, and set your business apart.

You’ll discover how your own journey holds the seeds of inspiration for your audience and why what you’re tempted to hide might actually be your business’s greatest selling point. Susan shares honest stories (including her own), big a-ha moments from clients, and practical advice for turning your why into compelling, client-attracting stories for your brand.

If you’ve ever wrestled with finding (or articulating) your why, or wondered whether it really matters for your marketing, this episode will help you cut through the confusion and use your story to connect on a deeper level.

Here are the highlights:

• The surprising story of a business coach living his dream in Spain, and why he thought he had to hide it from his clients
• How Susan struggled with her own why for years, and the simple shift that finally brought it into focus
• The hidden power of your two whys and how to share them with confidence
• How finding the why that lives inside your stories can give you a deeper sense of clarity and motivation
• How to think of your business as a movement that people want to be part of, not just a service they buy
• How your stories can do the heavy lifting in your business, and get your audience ready to buy
• Listener Q&A: How quickly storytelling can make a difference in your business – and the magic that happens over time
• And a practical action step on sharing your why

👉 Come and join my free 5-day challenge here and see how simple I make it for you to captivate dream clients with compelling stories! We kick off on Monday 6th October 2025.

Download a free copy of The Business of Stories here

Grab The Storyteller’s Starter Pack here

Check out Storytelling Mastery here

About 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 here

Connect with Susan:

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/susanpaytonuk/

Facebook: https://www.facebook.com/SusanPaytonUK/

Instagram: https://www.instagram.com/thebusinessofstories/

Produced by Winter Audio.