In this podcast episode, Lori Lyons interviews guest Francesca Beate about the power of storytelling in business. They discuss techniques for uncovering and sharing personal stories, such as journaling prompts and focusing on specific details. Francesca emphasizes the importance of humor and relatability in storytelling, as well as the need to make stories relevant and engaging for the audience. They also touch on the process of brainstorming story ideas, incorporating callbacks, and finding the right time to write. Francesca offers additional resources for listeners, including a free download on her website. Overall, the episode highlights the value of storytelling in connecting with an audience and growing a business.