Tommy Walker was the first marketing hire at Shopify Plus & Global Editor-in-Chief at QuickBooks. Now he runs The Content Studio, a content consultancy for Fortune 1000s & B2B startups.

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Guest Resource

Tommy Walker LinkedIn – Connect with Tommy on LinkedIn and stay tuned for his narrative design course.

3 Value Bombs

1. Narrative design is more than storytelling—it’s the strategic evolution of a brand’s voice over time.

2. Understanding wants vs. needs is crucial—what your audience thinks they want isn’t always what they truly need.

3. Businesses fail to resonate when they forget the human conflicts and cast of characters shaping their customers’ decisions.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: How to Create Category Defining Brand Narratives

[1:11] – Tommy shares something that he believes about becoming successful that most people disagree with.

You must go through failure before truly appreciating success.

[2:21] – Tommy talks about the difference between storytelling and narrative design.

Storytelling involves isolated anecdotes (e.g. keynotes, blog posts).
Narrative design is an ongoing evolution, aligning all content channels around a central, progressing message.

[5:17] – Tommy talks about how TV and film narrative principles can translate to brand strategy.

Think of content planning like a four-act structure across quarters.
Identify your customer’s “super objective” and “central conflict” to map meaningful messaging throughout the year.

[6:43] – Tommy talks about the wants vs. needs dynamic in content.

Wants are visible goals (e.g., build a landing page).
Needs are intrinsic lessons (e.g., dealing with team conflict or job pressure).
Real resonance comes from uncovering the why behind each need.

[12:03] – A timeout to thank our sponsors!

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[14:27] – Tommy reveals two powerful narrative design principles.

Three Levels of Conflict: extra-personal (environmental), personal (people), and internal (self- Design: how doubt).
Cast mentors, antagonists, skeptics, and sidekicks around your customer influence their decisions and character arc.

[20:58] – Tommy talks about why so many marketers fall into the “good story = good writing” trap.

Storytelling is not a divine gift; it’s a trainable skill with clear principles like any creative discipline.
When teams understand narrative design, collaboration becomes easier and messaging more aligned.

[22:18] – Tommy gives his final takeaway.

Learn narrative principles to transform how you speak to customers—and how your team communicates.

[23:40] – Call to action.

Tommy Walker LinkedIn – Connect with Tommy on LinkedIn and stay tuned for his narrative design course.

[25:52] – Thank you to our Sponsors!

HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
Thrivetime Show: Attend the world’s highest rated business growth workshop taught personally by Clay Clark and featuring Football Star & Entrepreneur, Tim Tebow & President Trump’s Son Eric Trump at ThrivetimeShow.com/eofire!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!