Why They Resonate

The other day, my cousin shared a quick but scary story about a friend. It's become my favorite example of how experts so often want to help others but only end up hurting their cause. If we want to create real change, we can't make this mistake ourselves.

EPISODE CREDITS:

This episode sponsored by Wistia.

Hosted and produced by me, Jay Acunzo.

Music from Embleton.

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There's a big difference between asking for audience engagement and ensuring a crowd feels engaged. The first usually annoys people, but the second is mandatory to succeed as a speaker.

In this episode, I analyze one of the most engaging keynote openers I've had the pleasure of watching in awhile. It brings people on a short journey, removes objections from their minds, and takes them outside their jobs just long enough to ensure they're open to something really confronting which challenges the conventional wisdom of how to achieve greater influence.

The opener is from Chloé N...

It's a metaphor, calm down. But this is the missing link between someone with expertise and ideas, and someone who actually develops, owns, and grows a business around an ownable, bookable idea.

EPISODE CREDITS:

This episode sponsored by Wistia.

Hosted and produced by me, Jay Acunzo.

Music from Embleton.

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Subscribe to my newsletter to turn inspiration into action.

Subscribe to my YouTube channel for regular insights into idea development, signature talk development, and growing a speaking business.

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Amanda Natividad joins the show to rework the opener of her keynote with Jay. It's extremely data-heavy and leads to a lot of "throat-clearing" by Amanda, which she notices rewatching it.

Making things harder, she was introduced onto the stage in a strange way, presenting her with a tricky decision: acknowledge it or push ahead?

Amanda is the author of the book, Zero Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web, which she coauthored with Rand Fishkin.

WATCH THE KEYNOTE PUNCH-UP:
https://youtu.be/cBRIKNYnFx4?is=X9...

This conversation blew my mind, and I found so much clarity talking my friend Jeremy Enns (founder of the Podcast Marketing Academy) as he helped rework my show's strategy so it better serves others and my business at the same time.

You’ll hear a BIG realization about 30 or so minutes into our chat, plus get an inside look at the strategy, my creative execution, and how the show connects to other content and my revenue-generating offerings.

EPISODE CREDITS:

Learn more about Jeremy Enns and the Podcast Marketing Academy

...

I'm writing my next book! In this episode, I lay out all the details for why I'm taking a risk, where the book fits in the market, and just how much of a delusional project this might be.

Then, listen to the empathy statement—a kind of prologue or "starter dough" writing which sets the tone and answers the question, "Why should I care?"

Be sure to subscribe to my newsletter for book updates, exclusives, and behind-the-scenes, as well as the chance to submit your stories for inclusion!

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Written an...

In this episode, Seth Godin takes us into how he thinks about storytelling and the intersection of strategy and story, and then we hear him dissect one of his go-to stories. 

Plus, Seth and I trade stories in the back half of the episode—business storytelling nerdery on full display.

Seth is a world-renowned author, speaker, and thought leader who has written more than 20 bestsellers, including Purple Cow, The Practice, and This Is Marketing. At the time of this recording, Seth was focused on promoting This is Strategy.

Together, Seth and...

The man, the myth, and the legend Andrew Davis appeared in the first-ever episode of the show. We're running it back today, so you can hear how a master operates and thinks.

Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content fo...

Here's how to turn Why They Resonate into Why YOU Resonate. Plus, a rant in two parts about the troubled relationship between thought leaders with big followings and AI. You see, they've all taken unpaid jobs working for other people. They just don't seem to notice yet.

EPISODE CREDITS:

Written and produced by me, Jay Acunzo. For more, subscribe to my newsletter→

Music by Embleton (Instagram - Facebook).

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ABOUT ME, JAY ACUNZO

I'm a public speaking and storytelling advisor trusted by bestselling authors, TED speakers, seven-figure co...

How Stories Happen is now Why They Resonate. Here's why and what to expect next. Plus, learn the single Italian word which says so much about our creative work — and why it's the driving force behind the show's rebrand and revival.

EPISODE CREDITS:

Written and produced by me, Jay Acunzo. For more, subscribe to my newsletter→

Music by Embleton (Instagram - Facebook).

***

ABOUT ME, JAY ACUNZO

I'm a public speaking and storytelling advisor trusted by bestselling authors, TED speakers, seven-figure coaches, and brands like Mailchimp, Wistia, and...

I've been through the ringer these past few years and come out the other side with something special. It's time for a transparent look inside my business. 

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To get regular advice, frameworks, and stories helping you communicate with greater clarity and resonance, subscribe to my newsletter→

PS: As mentioned in previous episodes, please expect a name change and cover art change for the show soon. Can't wait for things to come!

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ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from com...

I can't believe people can do THAT.
I can't believe people can DO that.
I can't believe PEOPLE can do that.

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To get regular advice, frameworks, and stories helping you communicate with greater clarity and resonance, subscribe to my newsletter→

PS: As mentioned in previous episodes, please expect a name change and cover art change for the show soon. Can't wait for things to come!

***

ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from competent to resonant. To do...

I'm sharing the full story in this episode. It's time to take stuff like this more seriously.

To get regular advice, frameworks, and stories helping you communicate with greater clarity and resonance, subscribe to my newsletter→

PS: As mentioned in the episode, please expect a name change and cover art change for the show soon. Can't wait for things to come!

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ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from competent to resonant. To do that, I help transform your thinking into cl...

When you want to make speaking a real revenue engine, the temptation is to invest in a couple of incorrect things.

In this episode, I set the record straight for what actually works to drive results as a keynote speaker, so you can focus on the right things, in the right order, for the right results.

This is Part 2, to be paired with my last episode, "The last great advantage."

To get more ideas like this, subscribe to my newsletter→

PS: As mentioned in the episode, please expect a name change an...

Thanks to the ubiquity of AI, this is the last great advantage.

To get more ideas like this, subscribe to my newsletter→

PS: As mentioned in the episode, please expect a name change and cover art change for the show soon. Can't wait for things to come!

***

ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from competent to resonant. To do that, I help transform your thinking into clear, captivating ideas, speeches, and IP. Stop chasing attention. Become the one others seek.

The way we write pitches is broken compared to what actually works, all because of one nuanced but critical reality:

We're good at describing our talks. We're bad at describing why they'd BOOK US TO SPEAK.

But isn't that the point?

In this short episode, you'll learn how to re-think your pitches and write better session descriptions to pitch event planners. It'll also be useful for pitching podcast hosts, editors, and any gatekeeper who might platform you.

To get more ideas like this, subscribe to my newsletter→

PS: As men...

There is a very big difference between having a good idea and actually owning it publicly. In this episode, a means to re-think your approach to crafting and publishing your content, no matter the channel or medium. The goal is to both clarify your thinking to yourself and build an audience of passionate fans along the way.

Subscribe to my newsletter→

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ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from competent to resonant. To do that, I help transform your thinking into clear, captivating id...

It's been a good long while since I've had a good long rant. 

*Cracks knuckles.* 

Let us begin.

Join the next cohort of Design My Signature Talk (starts Feb. 23, 2026)→

Subscribe to my newsletter→

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ABOUT ME, JAY ACUNZO

I work with entrepreneurs, execs, and teams on the journey from competent to resonant. To do that, I help transform your thinking into clear, captivating ideas, speeches, and IP. Stop chasing attention. Become the one others seek.

I’m a former marketing leader a...

When you give a presentation of any kind, you don't actually have a captive audience. YOU need to captivate. This is a story structure that can both captivate your audience AND deliver the message or lesson they most need (and you need to distribute to do your job).

As mentioned, there are just a few spaces left in the next cohort of my public speaking accelerator. Grab yours here:

Join the next cohort of Design My Signature Talk (starts Feb. 23, 2026)→

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ABOUT ME, JAY ACUNZO

I work with entrepreneurs, ex...

Go inside inside my public speaking accelerator, Design My Signature Talk, with this clip from our final group call.

Watch the full video of this episode→

Join the next cohort of Design My Signature Talk (starts Feb. 23, 2026)→

In this episode, hear Brian Piper deliver his brand new signature story as a reliable opener of his brand new signature talk that we developed in the cohort. He used this material to get 3 brand new client leads from his first attempt.

Brian is a marketing consultant and an author who works with people in h...

If you want to book more and better speaking opportunities, this is the episode for you.

I take a closer look at the process most speakers miss, not because they haven't had any success selling their offerings, but precisely because they have. Speaking works in the opposite way to almost everything else. It's an inverted commercial model. We need to embrace this fact and invest our time, energy, and budget accordingly, if we want to book more and better stages, charge or raise our speaker fees, and develop a sustainable pipeline of keynotes and speaking engagements.

There’s this THING that happens to a public speaker and storyteller that feels addicting. It happens after you’ve internalized your content and put in the reps. You’re no longer consciously thinking about what to say next or how to say it. Instead, you can just walk up on stage, or fire up the camera, or switch on the mic, and just BE.

Few speakers and storytellers have achieved that level of internalized, authentic performance like Scott Stratten (LinkedIn).

Scott is a Hall of Fame public speaker and the founder of UnM...

The more experienced and accomplished my guests are, the more they tend to care deeply about the little things. They're the ones who could "wing it" and actually get away with it, and yet, they don't. In their speeches, stories, messages, and everywhere they show up, they focus on the tiny details that make their words resonate.

My guest in this episode is the perfect picture of this phenomenon. It's David Burkus.

David is the bestselling author of 5 books, including his latest, a national bestseller: Best Team Ever: The Surprising Science of High-Performing Teams. David's...

When you’re an expert in something, it’s tempting to assume the role of your communication is to deliver something in an academic way. Instruct, advise, and teach. Sometimes, this devolves into shoving a wall of smarts *at* the world. But you need to translate what you know into language that causes others to care. That's something today's guest embraced 10 years ago, and the combination of his ideas and his influence have put him in rare company.

Today's guest is David C. Baker, a 7-time author which the New York Times once called "the expert's expert." His...

Very excited for this one, my friend: I'm releasing a recording of a coaching call I had with entrepreneur Michelle Florendo, who runs a business called Powered by Decisions. You'll hear us walk through frameworks you can use to turn messy or scattered thinking into a clear and differentiated premise Michelle can use to strengthen her messaging and thought leadership.

First, I share a primer on premise development. What's a premise, and what makes a premise effective?

Then, you'll hear the full call with me and Michelle.

Michelle is a decision engineer, which...

It's one thing for a solopreneur with a microphone to tell you to trust your own lived experiences to differentiate, resonate, and tell stronger stories. But what happens when there are millions of dollars at stake and millions of viewers consuming your work? 

Meet Jordan Geary, an Emmy Award-winning producer and storytelling expert. As the Senior Creative Producer of Current Series at Sesame Workshop, he helped shape iconic live-action and animated shows, including Ghostwriter and Helpsters for Apple TV+, Sesame Street Mecha Builders and Bea’s Block for HBO Max, and over 300 Sesame Studios shorts for YouTube.

If you’re an expert in something, chances are, you share content about that something. But so does everyone around you. Merely sharing your expertise makes you a commodity. I can get it anywhere, and I guess you’re anywhere. That’s why I routinely say, you need to stop creating content and start creating IP.

Your IP is built on top of your premise, the core idea informing the rest, but more experts should also develop their signature frameworks, or what our guest today calls "contextual models." Your contextual models help turn complexity into simplicity, so people...

One of the hallmarks of great business storytellers is something called the catalyst story. They don't just shove their expertise at you like a wall of smarts. They take you on a journey.

Often, in a speech, a book, or even just a single piece or post, they can retrace their own journey of discovery to ensure the audience cares and understands. Because you might be at letter Z of your understanding of something, but others start at A. You need to meet them in that reality, then move them to something better, beat by beat. That...

There are 2 books I recommend most often to others who say they want to be a stronger storyteller: one is from a world-famous legend, and the other is from our guest today. It's Jessica Abel, author of Out on the Wire: The Storytelling Secrets of the New Masters of Radio. This exceptional book just celebrated its ten-year anniversary.

This book takes you inside the storytelling processes of the makers of This American Life, Serial, Radiolab, The Moth, Planet Money, and Snap Judgment, and the two voices taking you through the book (in cartoon narrator forms) are Jessica...

Advice from experts feels like it's getting aggressive. This is why, and also what we can do to show up better.

Happily, this is the difference between constantly pushing and hyping and, instead, actually communicating in ways that get a positive, passionate response despite the noise.

MY MESSAGE TO YOU:

We're presented with a lot of false choices in our work: Quantity or quality? Revenue or social impact? Sweet or savory? But few false choices are more worth challenging than this: Are you more emotional storyteller or data-driven communicator?

Our guest today is the perfect person to challenge this assumption. It's Tom Webster!

Tom is a legend in the podcast space. He’s a partner at Sounds Profitable, an organization which researches and seeks to grow the audio business. For nearly three decades, Tom’s insights and advice have helped steer this entire industry forward, and...

What ideas haunt you? What can't you stop thinking about, you care about it that much? As public voices and experts, we all have those ideas that chase us around and color how we see everything. The thing is, our audience might not "get it" the way we do, nor care. So we have to work overtime to show them why they would. This in turn creates a sense of urgency in the audience: to care, share, subscribe, buy, or take action of some kind.

That kind of urgency is the role of the...

Today, experts, consultants, and others who share advice content and thought leadership concepts need to embrace a tough truth. Our guest is the perfect person to help me deliver it. 

Erin Halper is the founder of the community business for independent consultants, The Upside. In our episode, we talk about vulnerability in storytelling and how to navigate it well, and we look at a signature story of hers that she uses everywhere but which she debated NOT using for a long time. You'll hear why, and you'll walk away with some ideas to apply to your own c...

Looking back on my own career as a speaker, storyteller, and communicator across projects and mediums, I realize: every time I developed a signature story capable of resonating with others, I went through the same process. It wasn't intentional, but it worked. Today, I want to codify that process into a more conscious process you can follow. I'm calling it Six-Way Stories:

1. Make a messy draft.
2. Find the 4 building blocks of the story.
3. Build up the story from the building blocks.
4. Arrive at an insight using a particular phrase.
5. Tell it again, but...

How to resonate with better clients and buyers—people with experience and taste who hire you for everything that makes you unique. 

This is different than almost everything the owners of search engines, social networks, and AI tools have taught us. So we first need to unlearn a lot of what's popular on the internet today.

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ABOUT ME, JAY ACUNZO:
Strategic Storytelling & Speaking Advisor to Experienced Pros

I help my clients package and communicate their expertise to differentiate & resonate as stronger stories, speeches, and messaging, so it’...

Steve Pratt has spent a lifetime earning attention, from his time working for "the MTV of Canada" (Much Music) and as the co-creator of the most popular podcast in Canada, then as the cofounder of Pacific Content, which created podcasts for DELL, Charles Schwab, Zendesk, Slack, Atlassian and more.

Steve is a past client of mine, as I helped him develop his keynote speech associated with his book, Earn It: Unconventional Strategies for Brave Marketers. When he's not traveling the world speaking, Steve is consulting his clients on how to differentiate through their creative bravery.

<...

I know a ton of storytellers and creators and entrepreneurs, but I know exactly zero other people who have learned how to do what they do from both legendary news broadcasters and Kermit the Frog.

Meet Andrew Davis. He is a powerhouse business speaker who’s given speeches in 35 different countries, at more than 50 events every year. He speaks to audiences ranging from marketers and entrepreneurs to plumbers and physicians — and there may not be a storyteller who is this craft-driven and obsessed with telling amazing stories in the worlds of business, marketing, and customer experience.

There's a big difference between people hearing your words and understanding you. There's an even bigger gap between understanding and caring. How can we communicate in ways that ensure others care about our ideas, our messages, our businesses?
 
In this solo episode, a look at two moments involving two very different communicators: Roy Kent, the character from Ted Lasso, and author and speaker Seth Godin.

We'll dissect both moments and make sense of what they do differently. It's a stark reminder that communicating in ways that resonate is available to us all, if only we'd m...

This episode is a total blast and tour de force from one of the world's foremost business communicators, Dorie Clark! Dorie is a Wall Street Journal bestselling author, a contributor to the Harvard Business Review, a communication coach and mentor for world-class leaders, and a keynote speaker who has consulted with or spoken for Google, Microsoft, Morgan Stanley, Yale University, and the World Bank.

In this episode, you'll hear a signature story Dorie uses in support of her premise and her book, The Long Game: How to Be a Long-Term Thinker in a Short-Term World. Together, we...

"Reworking in Realtime." That’s a phrase I’ve been thinking about a lot lately. How often do you get to sit with a peer, a colleague, a mentor, a coach, and go through something to improve in realtime? Why don't we? Athletes do it. Comedians. Musicians. Filmmakers.

We should too, and lately, on my YouTube channel, I've been building a playlist of publicly available coaching calls to put the process on display of developing stronger speeches and stories. Justin Moore was the first to kick things off about a year ago, and I invi...