This episode is part of Mastering the Business of Storytelling, a Learn-It-All™ Mini-Series exploring how great leaders move people to action through story.Level up your storytelling—and your leadership—in this must-listen episode of the Learn-It-All™ podcast. Host Damon Lembi welcomes Matthew Dicks, acclaimed storyteller, author, teacher, and nine-time Moth Grand Slam champion, to unpack the “why” and “how” behind memorable stories that win hearts, minds, and deals. From actionable strategies for business leaders to the surprising lessons bad storytellers offer, this episode busts myths about what makes a story “work.” Plus: the secrets to a killer opening, why vulnerability trumps data, and Matthew’s acclaimed “Homework for Life” tool to help you capture story-worthy moments in everyday life. If you want to boost your impact as a business leader, sales pro, or communicator, this conversation is packed with practical wisdom and real-world examples. In this episode, you’ll learn: The 3 essential elements every great story needs (and why they matter in business) Strategic ways to open a talk and instantly hook your audience How sharing failures and vulnerability make you memorable—and trustworthy The biggest mistakes boring storytellers make (and how to learn from them) Why personal connection outsells products, and how to “story sell” in every meeting How “Homework for Life” helps capture meaning from everyday moments Smart tips for creating suspense, surprise, and credibility in any setting Why leaders need to stop relying on bios—and start with stories Timestamps: 00:00 – The power of leveling up your storytelling skills quickly  02:06 – Matthew’s aha moment on why leaders need stories  03:24 – 3 main building blocks of memorable stories  06:38 – The value of competition, Moth victories, and peer recognition  09:00 – Learning from bad storytellers: watching, flipping, and avoiding mistakes  11:35 – Why your opening matters more than your ending  13:36 – How to instantly “trigger” story mode in your audience’s brain  17:26 – Why most storytellers start too soon (and how to find the right beginning)  19:24 – Getting technical people and scientists out of the “how” trap  22:04 – Why people buy humans, not products: Trevor Devine’s windows story  26:53 – How to demonstrate empathy and listen deeper than content matching  27:23 – Matthew’s 100% close rate as a wedding DJ (and the storytelling secret)  33:25 – Vulnerability in sales: sharing your mistakes builds trust  35:32 – Domino’s Pizza turnaround—a masterclass in crisis storytelling  40:17 – The “pickle story”: specificity and context in storytelling  44:30 – Creating surprise and suspense in everyday presentations  46:59 – Tips for using information exclusion to hook audiences (the suspense formula)  50:31 – Storyworthy’s “Homework for Life”: capturing stories from your everyday  56:23 – The single biggest lesson Matthew learned from decades as a teacher About Matthew Dicks  Matthew Dicks is an award-winning storyteller, novelist, elementary school teacher, and renowned coach to leaders across Fortune 500 companies. He’s the bestselling author of Storyworthy and Story Sell and has won the Moth Grand Slam nine times, making him a legend in the world of competitive storytelling. Matthew teaches storytelling workshops and gives...

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