Ken Baden interviews Bill Blankschaen about the transformative power of storytelling in business. Bill explains his Story Ecosystem framework, which includes three key components: Message Maker (your brand story), Message Multiplier (your book), and Message Monetizer (coaching programs and digital courses). The conversation explores how businesses can intentionally craft their brand stories to resonate with their target audience, why books remain powerful tools for establishing authority, and how entrepreneurs can overcome the fear of sharing personal stories. Ken vulnerably shares his own recovery journey from addiction, and Bill helps him see how to integrate his personal story with his professional expertise in relationships and business building. Key insights include understanding that your story is about you but not for you—it exists to serve your customers. Bill emphasizes the importance of identifying your "meaningful message" and being strategic about who you want to reach, rather than trying to appeal to everyone.
About Bill Blankschaen: Bill is the author of "Your Story Advantage" and owner of Story Builders, where he's spent 13+ years helping individuals and businesses develop their stories. He's worked with high-profile names like Dean Graziosi, John Maxwell, and Louis Howes, as well as countless businesses building their brands systematically.
The Story Ecosystem Framework:
Seven-Step Brand Story Process: Bill walks businesses through a comprehensive process to develop their brand story, ensuring it resonates with their target audience and builds trust.
Key Philosophy: "Your story is about you, but your story is not for you" - This mindset shift helps entrepreneurs focus on serving their customers rather than just promoting themselves.
The Story Focus Question: If someone engages with your brand and forgets 99% of everything, what's the ONE thing you want them to remember? This becomes your "meaningful message."
Book Resources:
00:00:18 - Welcome and guest introduction - Bill Blankschaen from Orlando
00:00:56 - Ken's excitement about discussing story and brand over roofing
00:01:33 - The importance of building a personal brand
00:02:30 - Everyone has a distinct advantage through their unique story
00:03:03 - The Story Ecosystem: Message Maker, Message Multiplier, Message Monetizer
00:03:56 - Discussion of Bill's book "Your Story Advantage"
00:04:25 - Bill's 13+ years of experience working with major names
00:05:01 - Your breakthrough begins when you start with your story
00:05:43 - The importance of story for both influencers AND businesses
00:06:09 - Seven-step process for developing brand stories
00:06:18 - "Your story is about you, but not for you"
00:07:04 - Roofing example: Trust-based decision making
00:08:00 - Ken's positioning strategy for higher-end clients
00:09:07 - Being intentional about who you want to reach
00:09:46 - Copy-paste-tweak: Systemizing your brand story
00:10:38 - Defining your key demographic intentionally
00:10:46 - Case study: Multi-generational stone masonry company
00:12:01 - Reverse engineering marketing from your brand story
00:12:28 - The "Roof Wizard" character discussion
00:13:00 - Potomac Custom Remodeling brand strategy
00:13:56 - Everyone telling the same story across your organization
00:14:41 - Many businesses succeed accidentally
00:15:10 - Ken at the point of exhausting outbound marketing
00:15:30 - The power of brand recognition
00:16:00 - Access to the course and bonuses
00:16:22 - Working with both individuals and organizations
00:17:10 - Your key to success is focusing on your "neighborhood"
00:18:10 - The congressman story: "This book is for every American"
00:18:26 - Narrowing your focus to punch through Sheehan's Wall
00:19:01 - Puddle, pond, lake, ocean analogy for building audience
00:19:26 - Ken's two book ideas and the disconnect
00:20:05 - Why books differentiate service-based businesses
00:20:24 - "You've literally written the book on the subject"
00:21:00 - Business books vs. personal brand books
00:22:00 - "How to Roof Your Home" concept discussion
00:22:32 - Booklets that provide immediate value
00:23:00 - The face of the brand concept
00:23:40 - Allergist example with multiple locations
00:24:20 - The neglected origin story of companies
00:25:00 - Telling your story to resonate with customer problems
00:25:17 - Ken's company story training
00:26:00 - Ken's personal background story begins
00:27:00 - Car accident leading to addiction
00:27:12 - Three rehabs, jail, attempting to rob a store
00:27:46 - The oxycodone epidemic connection
00:28:00 - From homelessness to building businesses in 8 years
00:28:33 - Meeting his future wife (attorney) and avoiding bankruptcy
00:29:01 - Building multiple businesses from nothing
00:29:40 - The power of sharing difficult stories
00:30:00 - Bill's insight: Restoration and renewal theme
00:30:44 - Every story matters philosophy
00:31:20 - How to communicate difficult stories carefully
00:31:50 - The two book disconnect revealed
00:32:00 - Your story exists to support your message
00:32:24 - Ken's realization about combining the books
00:32:40 - Addiction's impact on American families
00:33:05 - Writing for both addicts and family members
00:33:45 - Work to be done compartmentalizing the story
00:34:00 - Chapters 4 and 5 on building books
00:34:20 - Six book starter questions
00:34:46 - Both/and thinking instead of either/or
00:35:00 - Ken's request for a signed copy
00:35:35 - Where to get the book and bonuses
00:36:22 - Schedule time to talk: mystorybuilders.com/story
00:36:40 - Business owners are building personal brands too
00:37:15 - Delivering tactical, actionable value
00:38:00 - The collaboration chapter: "If you want to elevate, you must collaborate"
00:38:46 - Entrepreneurs trying to do everything themselves
00:39:11 - Famous last words: "I'll just do it myself"
00:39:33 - Final advice for business owners: Start with your meaningful message
00:40:00 - The Story Focus Question explained
00:40:24 - If they only remember ONE thing, what should it be?
00:41:17 - The starting point for any business or brand
00:41:46 - Ken's timing: Five years in, ready for branding
00:42:00 - Final book promotion and excitement
00:42:27 - Where to connect with Bill
00:43:06 - The coincidence of James's encouragement this morning
00:43:27 - Bill's parting wisdom: Every story matters
00:44:06 - Your responsibility to contribute your best
00:44:24 - Episode wrap-up