27. The One Question That Unlocks Endless Story Ideas for Content That Sells
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What Happens When You Tell the Truth of Who You Are?
If you've ever felt like your voice is getting lost in a sea of sameness—or caught yourself holding back online because you’re not sure what to share—this episode will feel like a deep exhale.
In this powerful conversation, Hailey and Renee Frojo talk about the magic that happens when we stop trying to “position” ourselves and start telling the truth. From her early days in journalism to her current work helping purpose-driven founders uncover their stories, Renee shares how storytelling builds connection, trust, and clarity—not just for your audience, but for you, too.
You’ll walk away with real tools and real talk about vulnerability, visibility, and why your story is worth telling—exactly as you are.
The Power of Asking 'Why'
It sounds simple, but asking “Why?”—and asking it again and again—is what turns surface-level marketing into meaningful messaging. Renee walks us through how this question guides her signature “story mining” process and why most people can’t access their best stories without someone helping them dig.
She also reveals why our personal filters, cultural programming, and fear of being misunderstood keep us from seeing the gold in our own story—and what to do instead.
Your Story Is a Business Strategy
This isn’t just about being relatable—it’s about being rememberable. Renee breaks down how your story helps you build a brand that resonates, not just markets. She shares examples of clients who landed dream opportunities not because of a polished pitch, but because their values and voice came through clearly in how they told their stories.
You’ll hear how Renee teaches founders to use storytelling not only to sell, but to attract aligned clients, build trust faster, and differentiate themselves in a crowded market.
Clarity Doesn’t Happen in Isolation
Stuck staring at a blank screen? Trying to force clarity by overthinking in silence? You’re not alone. Renee explains why neuroscience backs up what many creatives already know: breakthroughs happen in conversation, not when we’re sitting alone with our thoughts.
She shares how even high-performing teams experience massive lightbulb moments during her story mining sessions—and why we all need an outside perspective to truly understand and articulate what makes us different.
Authenticity in the Age of AI
When everyone’s posting polished, templated content, the real voices stand out. Renee and Hailey dive into the fears that come with showing up authentically—especially when it means changing your tone or saying something that doesn’t follow the algorithm’s rules.
They talk about taking “safe risks,” sharing vulnerable moments strategically, and why your personality is actually your biggest marketing asset. Renee also shares the story of a client who completely shifted her brand tone—and built a wildly engaged following by simply being herself.
What You’ll Learn in This Episode:
(00:05:30) Why Renee left journalism to help brands tell better stories
(00:07:49) The “story mining” process and how to use it in your own brand
(00:13:07) Why we can’t see ourselves clearly—and how to get past that
(00:19:08) How storytelling helps us navigate the tension between individuality and belonging
(00:22:14) The branding exercises Renee uses to uncover audience-aligned stories
(00:30:50) Why showing your personality is the most powerful thing you can do online
(00:38:20) When (and where) to share your most personal stories for deeper connection
(00:45:45) Renee’s definition of success—and why slowing down is her business strategy
Meet Renee Frojo
Renee Frojo is a brand and storytelling strategist who helps purpose-driven founders and creatives articulate the heart of what they do—and why it matters. With a background in journalism and a deep love for psychology, human connection, and narrative structure, Renee’s work goes way beyond content calendars. Through her “story mining” method, she helps people surface the ideas, values, and experiences that shape their voice and draw the right people to their work.
She’s the creator of A Good Reputation, a beloved newsletter for founders who want to build trust with their audience by showing up as their full selves—not just as “experts.”
Final Thoughts
There’s no right formula for sharing your story—but there is a right feeling. When your voice sounds like you, that’s when things start to click.
This episode is your invitation to stop shrinking, stop editing yourself into something you think people want, and start building a brand that feels honest, brave, and truly yours. Grab a notebook, hit play, and start mining the stories that matter most.
