Crafting Your “Why Story” For Maximum Impact: How To Attract And Retain Great Talent, with Deirdre Van Nest

Are you looking for a new strategy to help attract and retain really great talent? Unlock the secret to captivating your audience and igniting your entrepreneurial journey with Deirdre Van Nest, renowned storytelling expert and coach. In this episode of the Team Success Podcast, Shannon and Dierdre reveal the transformative power of the “Why Story”—a potent tool that distinguishes entrepreneurs from their competition and resonates deeply with clients, customers, and team members. Through practical frameworks and real-life examples, you’ll learn how to craft a compelling Why Story that showcases your mission, values, and leadership qualities. You’ll also discover how vulnerability and authenticity can strengthen personal connections and build trust. Join us in uncovering the art of storytelling and its profound impact on entrepreneurial success in this dynamic and inspiring episode!

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Show Notes:

  • Your personal brand Why Story is a three-minute story that explains why you care about the people you serve, and its purpose is to increase trust, connection, and likeability.
  • It should showcase your personal mission, values, and leadership qualities.
  • Sharing personal stories that engage people on an emotional level is a fast and effective way to connect with potential team members (and clients) on a deeper level.
  • Your Why Story is a powerful tool that will allow you to differentiate yourself from your competition.
  • It’s also a powerful tool for establishing credibility in the marketplace.
  • By sharing your authentic self and genuine passion, you can attract and retain incredible talent, even in the most competitive industries. Your Why Story is like a magnet for right-fit team members.
  • It’s also an effective filter for team members whose values don’t align with your own.
  • It’s essential that you tailor your Why Story to your specific niche or target audience. This may mean you have multiple Why Stories—for example, one that’s client-facing and one that’s candidate-facing.
  • By honing your storytelling skills and embracing vulnerability and authenticity, you can create memorable experiences and make a lasting impact on your audience.
  • People aren’t interested in credentials. They’re interested in purpose.


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The Kolbe A Index

Unique Ability®


Who Not How by Dan Sullivan and Dr. Benjamin Hardy