Storylinking
Storylinking is a podcast for community leaders, storytellers, and creative professionals who want to use the power of storytelling to build stronger, more connected communities. Hosted by Tom Lietz—video producer, documentary filmmaker, and creative director with over 20 years of experience—this show explores how narrative and co-creative processes can drive culture, collaboration, and lasting impact. In each episode, Tom talks with experts and changemakers about real-world strategies for using storytelling to solve tough problems, engage communities, and create systems for sustainable impact. Tune in for insightful conversations, actionable tips, and fresh perspectives on the art and science of community-centered storytelling.
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Why people don't show up (and what we can do about it) with Matt Penniman, Cecilia Sepp, Stacy Averill, and Michelle Thompson-McCune
04/22/2025
Why people don't show up (and what we can do about it) with Matt Penniman, Cecilia Sepp, Stacy Averill, and Michelle Thompson-McCune
Building authentic community engagement, with insights from across the Storylinking community With this episode of Storylinking, we're trying something a little different. Instead of a one-on-one interview, I’ve pulled together responses from four generous members of the Storylinking community: Matt Penniman, a writer and community advocate; Cecilia Sepp, a longtime association and nonprofit leader; Stacy Averill, a leadership coach and facilitator; and Michelle Thompson-McCune, a co-creative designer who builds with communities. Each of them shares their take on why it’s hard to get people to engage, and what’s actually worked for them. We talk about trust, fear, making things together, and the small shifts that can help us to create more space for engagement. What I love about the advice shared in this episode is how practical and honest it is. You’ll hear reflections on building trust through small commitments, creating room for quieter voices, and how to structure our invitations for participation. Stay tuned to the end, and you'll hear me wrap up the episode with a bit of behind-the-scenes context on how this special format came together, with help from our engaged Storylinking community! Connect with Matt Penniman: (his website) Bonus book recommendations from Matt: Connect with Cecilia Sepp: (her consulting/education/podcast/blog website) Check out her book "Association Chapter Systems: From Frustrating to Fruitful" on Amazon: On Linkedin: Connect with Stacy Averill: (her website) On Linkedi:n Connect with Michelle Thompson-McCune On LinkedIn: You can also follow Workomics at their company website: Workomics is also on LinkedIn: Check out more from Storylinking: Go behind the scenes of this episode: (the full show site) Key moments from this episode: 00:29 Intro 01:53 Insights from Matt Penniman on Climate and Communication 07:00 Cecilia Sepp on Nonprofit Leadership and Engagement 11:22 Stacy Averill on Leadership and Vulnerability 20:31 Michelle Thompson-McCune on Co-Creative Design 31:39 Conclusion and Behind The Scenes
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Engaging with Media for Action (Not Overwhelm) with Tyler Sonnamaker and Jane Bunch
02/26/2025
Engaging with Media for Action (Not Overwhelm) with Tyler Sonnamaker and Jane Bunch
With this episode of Storylinking, we’re trying something new! Instead of the usual one-on-one conversation, I’m sharing a panel discussion from a recent event called The Future is Now, where I had the opportunity to speak alongside journalist Tyler Sonnamaker. The conversation was moderated by Jane Bunch from Revalue, a values-based investment advisory firm. Together, we explore how news and storytelling shape our communities, the responsibilities of storytellers, and the role of local media in building trust and engagement. We dig into why reframing our relationship with media is essential for meaningful participation, how to engage with local and analytical news sources, and how storytelling can serve as a framework for action rather than just passive consumption. We also discuss strategies for focusing on impactful stories, avoiding burnout, and collaborating across diverse perspectives. If we think of stories as tools for shaping our communities, what changes in how we participate? Check out Tyler Sonnemaker and his work: Follow Revalue and their event series The Future Is Now: Check out more from Storylinking: (the full show site) Key moments from this episode: 01:30 Panel Introduction: The Future is Now 01:50 Meet the Panelists: Tyler and Tom 04:27 The Power of Storytelling in Communities 04:34 Building Trust Through Storytelling 07:27 Engaging with Diverse Perspectives 09:49 Reframing Our Relationship with News 14:57 Self-Care and Collective Action 15:36 Activism and Organizing Through Stories 18:31 Finding Local and Analytical News Sources 23:43 Positive Shifts in Local Media 27:52 Responsibilities and Privileges in Storytelling 32:04 Q&A: Engaging the Media and Community 42:06 Conclusion: Intentional Media Engagement
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Science and Story - Connecting Cultures, with Cecilia Wandiga
02/11/2025
Science and Story - Connecting Cultures, with Cecilia Wandiga
This episode features Cecilia Wandiga, Executive Director of the Centre for Science and Technology Innovations (CSTI) in Nairobi, Kenya. Cecilia’s work brings science and storytelling together in a way that makes complex research practical and relevant for communities facing environmental and climate challenges. In our conversation, we explore how science connects our stories, grounding them in knowledge and shared reality, while storytelling frames science in ways that make it personal, memorable, and actionable. Cecilia shares how CSTI translates climate research into practical solutions for communities, the role of citizen science in driving local engagement, and the barriers that can make scientific progress difficult to implement. We also discuss the importance of trust in community-led initiatives and how meaningful storytelling helps align people around shared goals. If you’re thinking about how to make complex ideas more engaging, bring diverse communities into the conversation, or turn specific knowledge into real-world action, you’ll want to hear what Cecilia has to say. Connect with Cecilia Wandiga & CSTI: Follow Cecilia on LinkedIn: Follow the Centre for Science and Technology Innovations (CSTI) on LinkedIn: Check out more from Storylinking: Go behind the scenes of this episode: Full show site: Key Moments from This Episode: 01:30 Introducing Cecilia Wandiga and CSTI 02:11 CSTI’s Mission and Early Work 03:19 Challenges and Innovations in Climate Adaptation 07:13 The Role of Storytelling in Science Communication 09:38 Personal Background and Influences 24:53 Biochar: A Multifaceted Solution for Energy and Sustainability 35:52 The Ice Block Conundrum: Making New Ideas Familiar 37:12 Citizen Science in Action: Engaging the Public in Research 40:32 How to Successfully Engage Communities in Climate Solutions 43:47 Cultural Barriers to Science and How to Overcome Them 53:49 Staying Optimistic in the Face of Global Challenges 57:20 Practical Advice for Community Builders on Science & Storytelling
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Leading with Curiosity and Bridging Divides, with Mónica Guzmán
01/28/2025
Leading with Curiosity and Bridging Divides, with Mónica Guzmán
I had the privilege of sitting down with Mónica Guzmán for this episode of Storylinking. Mónica is the Senior Fellow for Public Practice at Braver Angels, the author of "I Never Thought of It That Way," and the host of the podcast "A Braver Way." She’s someone I deeply admire for her ability to lean into curiosity and use it as a tool for building trust and understanding across political and cultural divides. In our conversation, we explored how curiosity can help us navigate tough conversations, whether we’re engaging with colleagues, family members, or entire communities. Mónica shares powerful insights from her personal journey and professional work, showing us how curiosity isn’t just about asking questions, it’s about seeing others in their full complexity and finding ways to connect (even and especially when it feels difficult!) If you’ve been thinking about how to bridge divides in your own community or create a stronger sense of connection in your work, this episode is full of great context and practical advice. Connect with Mónica Guzmán and Braver Angels: Her website, On instagram, @MoniGuzman Braver Angels, Her podcast "A Braver Way," wherever you listen or at Her book, "I Never Thought of it That Way," https://www.moniguzman.com/book' Check out more from Storylinking: (go behind the scenes of this episode) (the full show site) Key moments from this episode 01:50 Personal experiences and family debates 03:41 The power of curiosity in journalism 06:51 Human nature and the SOS of sorting, othering, and siloing 09:19 The cost of misplaced beliefs and polarization 13:30 Creating space for curiosity in challenging conversations 13:48 Braver Angels and their mission of depolarization 17:16 Five characteristics of effective conversations 20:56 The structure of bridging conversations 25:00 Withholding judgment and embracing empathy 27:52 The tension between safety and visibility in identity and engagement 28:50 Engaging across divides with intentional dialogue 29:39 Techniques for better conversations and curiosity-driven questions 31:44 The benefits of bridging work in relationships and communities 33:59 Practical advice for leaders: fostering bridging conversations 34:23 Rupture and repair cycles in dialogue 34:56 Using containment to manage difficult conversations 37:13 Bridging for collective impact: engaging new communities 48:19 The importance of honest friction in communities
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Theatre as a Model for Dialogue and Engagement, with Chad Swan-Badgero
01/14/2025
Theatre as a Model for Dialogue and Engagement, with Chad Swan-Badgero
How theater can create space for meaningful dialogue, build community trust, and inspire engagement among diverse audiences In this episode of Storylinking, Chad Swan-Badgero (founder and artistic director of Peppermint Creek Theatre and program manager for the Michigan Council for Arts and Cultural Affairs) joins host Tom Lietz for a conversation about how theater creates space for communities to navigate tough conversations. From Peppermint Creek’s origins to its evolution as a platform for addressing current societal issues, Chad shares his insights on approaches to audience engagement, and the transformative power of participatory storytelling. Key topics include challenges and rewards of community engagement, theater as a model for dialogue and connection, and how bringing diverse audiences together can help us to meaningfully address social issues. We discuss his experiences staging "What the Constitution Means to Me," and explore more broadly how the arts can inspire community revitalization, individual fulfillment, and transformative conversations that extend far beyond the stage. Connect with Chad Swan-Badgero and Peppermint Creek Theatre: Peppermint Creek Theatre: Contact Chad: Check out more from Storylinking: (see a picture of the set from "What the Constitution Means to Me" and read more about this episode) (the full show site) Key Moments from This Episode 02:02 Chad's Early Journey into Theater 05:51 Founding Peppermint Creek Theater 09:55 Evolving the Mission of Peppermint Creek 14:04 Staging 'What the Constitution Means to Me' 18:23 The Impact of the Show on the Community 29:11 Audience Engagement in Theater 30:27 Nervousness and Excitement in Live Performances 33:52 The Role of Theater in Community Dialogue 39:32 Challenges of Audience Engagement 45:52 The Broader Impact of Arts and Culture 53:21 Personal Reflections and Community Impact 57:52 Taking the Long View
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Leveraging AI to Scale Human Connection and Creativity, with David Norris
12/31/2024
Leveraging AI to Scale Human Connection and Creativity, with David Norris
How AI can elevate human creativity and community engagement In this episode of Storylinking, musician/developer/founder/creator David Norris and host Tom Lietz talk about how generative AI is transforming creativity and community engagement. They discuss practical ways to integrate new AI-based approaches while staying human-centered, balancing innovation with ethical considerations, and using new tools to build meaningful connections at scale. Key topics include the potential of generative AI to transform creativity and community engagement, the balance between AI innovation and human values, and the ethical considerations involved. The conversation explores how leaders can begin to integrate new approaches into their work, including practical first steps toward thoughtful experimentation. Check out our Guest, David Norris: On LinkedIn at His company, Bold Crow AI On Soundcloud Check out more from Storylinking: (read more about this episode) (the full show site) Key Moments from This Episode 01:31 Exploring Generative AI in Music 02:12 Balancing AI and Human Creativity 08:55 Community Engagement and Building Systems 09:52 Transitioning from Creative Work to System Building 13:57 The Future of Community Engagement with AI 27:31 Optimism and the Future of AI 38:04 Practical First Steps for Implementing AI 46:08 Embracing Change and Experimentation
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Using Co-Creation to Break Silos and Build Alignment, with Susan Bartlett
12/17/2024
Using Co-Creation to Break Silos and Build Alignment, with Susan Bartlett
Harnessing Co-Creation for Aligned Impact in Healthcare and Beyond, with Workomics founder Susan Bartlett In this episode of Storylinking, Susan Bartlett, co-founder of Workomics, joins host Tom Lietz to explore the transformative power of co-creative practices in breaking down organizational silos and building alignment across diverse teams. Susan shares how her work bridges internal and external barriers to help organizations create solutions that resonate with all stakeholders: from internal departments like legal and compliance to the end users of healthcare systems. Key topics include the formation of organizational silos and the challenges they create, the critical role of co-creation in fostering shared understanding and collaboration among stakeholders, and the use of storytelling as a tool to connect participants and represent their contributions to their communities. In the process we talk about addressing barriers like legal and compliance constraints, how to measure the impact of these efforts, and practical steps first steps for leaders interested in trying more co-creative approaches. Check out our guest Susan Bartlett, and her company Workomics: Workomics on Substack, at Workomics on Linkedin, at Check out more from Storylinking: (read more about this episode) (the full show site) Key moments from this episode: 02:11 Defining Co-Creation 03:51 Bridging the Gap in Healthcare Communication 05:13 Learning from Stakeholder Experiences 06:37 The Importance of Internal Alignment 15:23 The Role of Storytelling in Co-Creation 18:23 Balancing Structure and Flexibility 32:39 Building Trust and Overcoming Skepticism 38:40 Final Thoughts and Practical Advice
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Building Trust and Engagement, with Jody Horntvedt and Eriks Dunens
12/03/2024
Building Trust and Engagement, with Jody Horntvedt and Eriks Dunens
Understanding how the Trust + Engagement Cycle can Enhance Collaboration in Communities and Organizations In this episode of Storylinking, Jody Horntvedt and Eriks Dunens join us to share insights on trust, engagement, and the relationship between both as we build thriving communities. Drawing on their extensive experience as applied researchers, extension educators, and community builders, they unpack the multifaceted nature of trust (including contractual, communication, competence, and caring) and how each type of trust can play a critical role. The conversation offers accessible strategies for building, repairing, and sustaining trust within organizations and communities. With practical, real-world examples, Jody and Eriks illustrate how intentional actions and storytelling can create spaces for meaningful connection and meaningful engagement. Read the source article and learn more about UMN extension: “Building trust in communities” Visit and search for “community” Connect with our guests: Jody Horntvedt on LinkedIn: Eriks Dunens on LinkedIn: Check out more from Storylinking: (read more about this episode) (the full show site) Key moments from this episode: 00:56 Exploring Trust in Communities 01:16 Meet the Experts: Eriks and Jodi 01:44 The Importance of Trust 03:21 Research on Trust and Engagement 07:30 Types of Trust 10:22 Building Trust in Communities 14:01 Challenges in Community Trust 17:41 Practical Applications of Trust Research 22:49 Trust and Community Projects 27:28 Eriks’ Role in Minneapolis City Government 28:30 Measuring Impact Beyond Numbers 30:34 Crisis of Trust in Public Institutions 31:59 Building Trust Through Storytelling 33:06 Community Engagement and Trust 38:04 Creating Spaces for Connection 46:10 Hope and Optimism in Community Building 51:11 Practical Steps to Rebuild Trust
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Community and Career: Unpacking the 2024 Wiley Society Member Survey with Rich Green
11/19/2024
Community and Career: Unpacking the 2024 Wiley Society Member Survey with Rich Green
In this episode of Storylinking, Rich Green (Commercial Director at Madgex) and host Tom Lietz dive into the results of the 2024 Wiley Society Member Survey. Together, they unpack the survey's findings on career development within associations, highlighting a pressing issue: the gap between members' expectations for career advancement and the support they actually receive. Rich, an innovator in job boards and career center solutions, shares his perspective on how associations can adapt to better meet members' needs by prioritizing career services, networking opportunities, and professional growth. The conversation reveals how career support impacts member engagement, retention, and satisfaction, offering actionable strategies for association and community leaders to bridge this gap. Tom and Rich also discuss the role of storytelling in strengthening community connections and empowering individuals within the association framework. Contact our guest, Rich Green, at Learn more about Madgex and the 2024 Wiley Society Member Survey: Check out more from Storylinking: (read more about this episode) (the full show site) Key moments from this episode: 00:52 Exploring the 2024 Wiley Society Member Survey 01:43 Rich Green's Career Journey 04:49 Insights from the Wiley Society Member Survey 07:22 The Disconnect Between Career Development and Member Satisfaction 14:37 Strategies for Associations to Enhance Career Development 19:25 The Role of Employer Branding in Career Development 21:15 The Future of Community and Career Development 35:38 Considering the Story of our Work
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Facing the Fracture, with professor of counseling psychology Tania Israel, Ph.D.
11/05/2024
Facing the Fracture, with professor of counseling psychology Tania Israel, Ph.D.
How community builders can respond to political polarization In this episode of Storylinking, counseling psychology professor and author Dr. Tania Israel shares her journey of bringing people together across deep political divides. Dr. Israel discusses growing challenges of political polarization and introduces practical, research-based strategies for fostering understanding and connection in divided communities. She explores how reducing polarizing input, recognizing cognitive biases, and using storytelling can help bridge divides and support a healthier democracy. Key takeaways include practical advice on building empathy, engaging in bridging conversations, and strengthening social cohesion within our communities. Check out our guest, Tania Israel, Ph.D.: (Book) @taniaisraelphd on Instagram, X, and Threads On LinkedIn: Check out more from Storylinking: Key moments from this episode: 00:28 Challenges of Political Polarization 00:52 Guest Introduction: Dr. Tanya Israel 01:25 Dr. Israel's Journey and Early Work 02:42 Creating Resources to Bridge Divides 04:41 Understanding Polarization and Cognitive Biases 05:35 Strategies for Reducing Polarization 12:34 The Role of Stories in Bridging Divides 14:32 Engaging Across Divides: Practical Tips 19:14 The Bridging Movement and Organizations 26:32 Starting Conversations and Building Connections 31:22 Optimism and Moving Forward 36:22 Conclusion and Final Thoughts
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Inclusive Identity Storytelling, with philanthropy consultant Katherine Lacefield
10/22/2024
Inclusive Identity Storytelling, with philanthropy consultant Katherine Lacefield
How Authentic Stories Drive Collaboration, Compassion, and Sustainable Impact in Nonprofits In this episode of Storylinking, nonprofit leader and philanthropy consultant Katherine Lacefield shares her journey of using storytelling as a powerful tool to build inclusive communities. Katherine dives deep into the importance of shifting from competition to collaboration in the nonprofit world, offering practical strategies for managing compassion fatigue and driving sustainable fundraising efforts. She explains how community-sourced stories can foster empathy, dispel stereotypes, and ignite meaningful action. Key takeaways include practical advice on active listening, seeking diverse perspectives, and strengthening partnerships. Check out our guest, Katherine Lacefield: Check out more from Storylinking: (read more about this episode) (the full show site) Key moments from this episode: 00:48 Challenges in Community Storytelling 01:07 Introduction to Identity Storytelling 01:42 Guest Introduction: Katherine Lacefield 02:13 Katherine's Early Nonprofit Journey 04:42 Expanding Nonprofit Focus 06:37 Lessons from Nonprofit Work 11:30 Human Connection in Animal Welfare 15:03 The Power of Storytelling in Nonprofits 17:03 Building Empathy Through Stories 17:30 Changing Perspectives on Animal Ownership 20:36 The Role of Authenticity and Curiosity 21:53 Engaging with Differing Opinions 24:07 Actionable Tips for Community Builders 26:01 Connecting and Collaborating with Others 28:12 Final Thoughts and Ways to Connect
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Rethinking Association Strategy, with product strategist James Young
10/22/2024
Rethinking Association Strategy, with product strategist James Young
Strategic Community Building and Leadership with James Young: Balancing People and Product for Long-Term Impact In this episode of Storylinking, host Tom Lietz speaks with James Young, an expert in strategic community building and product-centered design. Drawing from his extensive work with The Product Community, Jim provides a fresh look at how organizations can navigate the shift from traditional association models to more innovative approaches that balance people-first engagement with product-driven value creation. The conversation explores the interplay between storytelling, creating a shared vision, and aligning short-term operations with long-term strategy. Jim offers practical insights into building product communities that prioritize disciplined choices while fostering emotional connections that bring people together. The episode also delves into how multi-generational engagement and mentorship play critical roles in sustaining resilient, thriving communities. Whether you're a community leader or strategist, this episode is packed with actionable advice on how to integrate product-focused strategies with people-centered leadership to create lasting, impactful value. Check out our guest, James Young On (His weekly newsletter, via substack) (His company, helping membership communities to build products and grow reach) Check out more from Storylinking: (read more about this episode) (the full show site) Key moments from this episode: 00:32 The Changing Landscape of Associations 00:55 Meet James Young: A Strategic Innovator 01:51 Challenges Facing Modern Associations 06:36 The Concept of Product Community 10:44 The Importance of Strategy in Associations 15:04 Defining and Addressing Strategic Problems 18:24 Balancing Long-term Goals with Short-term Needs 20:47 Designing a Shared Future 21:57 The Role of Story in Strategy 22:45 Unifying Themes and Organizational Narratives 24:11 Integrating Storytelling into Strategy 25:24 Building Community Through Strategy 31:47 Actionable Takeaways for Community Builders 32:26 Leveraging and Celebrating Organizational Legacy 34:15 Investing in a Shared Future 36:05 Supporting Community Leaders 36:25 Connecting with Jim's Work 37:59 Final Thoughts and Reflections
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Creative Collaboration Across Boundaries, with filmmaker Tim Whalen
10/22/2024
Creative Collaboration Across Boundaries, with filmmaker Tim Whalen
Uniting Art and Conservation: The Mates for Life Journey with Filmmaker Tim Whalen In this episode of Storylinking, filmmaker Tim Whalen joins host Tom Lietz to discuss his innovative project, Mates for Life, a unique collaboration between the Joffrey Ballet, choreographer Xavi Núñez, and the International Crane Foundation. Together, they’ve created a powerful film that tells the inspiring comeback story of the whooping crane, blending dance and conservation in a way that bridges the gap between performing arts and environmental advocacy. The conversation touches on the challenges of the creative project, emotional connection both artistic expression and an important conservation cause, and the importance of stepping out of comfort zones to create something truly impactful. Tim shares valuable insights on building unexpected partnerships, fostering community through the arts, and how creative collaboration can drive meaningful change. Check out Mates for Life: (Watch the trailer and behind-the-scenes feature) Check out our guest, Tim Whalen: on Instagram (Tim's production company) on Instagram Check out more from Storylinking: Key moments from this episode: 00:55 Introducing Filmmaker Tim Whalen 02:09 Mates for Life: A Unique Ballet Film 03:54 The Intersection of Arts and Conservation 06:54 Challenges and Inspirations 10:03 The Role of Collaboration in Creative Projects 12:48 Behind the Scenes: Making Mates for Life 16:46 Technical Feats and Production Challenges 18:48 The Iconic Comeback of the Whooping Crane 19:07 Partnering with the International Crane Foundation 22:42 The Power of Film in Conservation 25:59 Lessons from Mates for Life 31:38 The Role of Music in Ballet and Film 35:33 Final Thoughts and Call to Action
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What is Storylinking? (start here)
10/22/2024
What is Storylinking? (start here)
How Co-Creative, Inclusive, and Strategic Storytelling Can Build Stronger Communities and Drive Collective Impact Hi, I’m Tom Lietz, and welcome to Storylinking. In this introductory episode, I share my perspective on storytelling and why I believe we're often doing it wrong when it comes to building communities. For over two decades, I’ve worked as a video producer and creative director, helping mission-driven organizations tackle tough challenges by rallying their communities through story. In this episode, I lay out the vision for Storylinking—a podcast for community leaders and creative professionals about using narrative and the creative process to build culture and drive lasting impact. Too often, we focus on individual stories as one-off projects, but I believe the true power lies in linking stories together and engaging communities as partners in the process. You’ll learn about my understanding of storytelling as a system, and how co-creative, inclusive, and sustainable storytelling can transform communities. We’ll explore questions, strategies, and techniques to tell better stories together—stories that connect and inspire. Check out more from Storylinking: Key moments from this episode: 00:51 Why I'm Starting a Podcast 01:21 Challenges in Traditional Storytelling 02:29 A New Approach 03:19 Engaging the Community 04:25 Launching Storylinking 04:49 Strategic Conversations 05:07 Making Choices for Change 05:29 Understanding Human Narrative 05:49 Systemic Change and Long-Term Engagement 06:17 Collaborative Community Storytelling 06:50 How Storylinking Works 07:18 Voices from the Community 08:55 Building Together
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