Story isn't marketing fluff. It's a decision-making engine. Dan Grech — Pulitzer Prize-winning journalist and author of "Your Business Is Your Story" — joins forces with Morgan Smith, JobTread Implementation Partner of the Year, to break down how the most effective contractors use story as a strategic filter: attracting the right clients, repelling the wrong ones, and building a business where values show up as behaviors — not posters on the wall. This episode covers the "No BS" client filter, the "Working With Morgan" guide as a strategic weapon, balancing Purpose and Profit, and what it means to fly a plane with seats.
Dan's AI Assessment tool helps you identify the story gaps costing you clients — and the exact narrative moves to fix them.
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