Creating Content That Matters: Lessons from Jay Acunzo on Storytelling

Ever wondered what it takes to truly resonate with your audience through storytelling?

We had the pleasure of chatting with independent creator, author, podcaster, creative coach, and co-founder of Creator Kitchen, Jay Acunzo, who shared his insights on the power of storytelling in connecting with our audience. Inspired by the legendary Anthony Bourdain, Jay aims to bring that same level of authentic and captivating narratives into the world of marketing and content creation.

Note: Jay's storytelling techniques are notably relevant for entrepreneurs, marketers, and content creators, and their applicability extends to the Web3 space as well, even if our discussion isn't focused on Web3.

In our conversation, we tackle the role of personal perspective in storytelling and discuss the potential drawbacks of relying too heavily on AI tools for content creation. We emphasize the need to step beyond the usual, commodified content and focus on delivering emotionally resonant stories that leave a lasting impact on our audience. Together, we explore strategies for creators to stand out in a crowded space and create content that truly matters.

Lastly, we dive into the very art of storytelling, leveraging tension in storytelling to forge meaningful bonds with our audience. We examine the balance between building suspense and avoiding sensationalism, ensuring that our stories captivate without alienating our listeners. Don't miss this insightful episode as we uncover the secrets to elevating your content creation game and forging genuine connections with your audience.

Unraveling Business Storytelling in the Age of AI and Web3

Business storytelling has always been a powerful tool for fostering customer connection and retention. In our increasingly digital landscape, where technologies like artificial intelligence (AI) and Web3 are influencing businesses, the way we tell stories is evolving rapidly. A conversation with Jay Acunzo, a renowned storytelling expert, sheds light on the potent connection between storytelling, AI, and Web3.

Jay is a seasoned storyteller and speaker who focuses on encouraging business owners and content creators to make great stories and trust their intuition. While Jay may not be deeply immersed in Web3, his expertise in storytelling and AI provides us with a fresh perspective on how businesses can navigate the ever-evolving digital space.

Business Storytelling and AI

In the modern age, businesses need to tell compelling stories to resonate with their audiences. It is no longer enough to deliver clear, concise information. As Jay explained, to create a meaningful connection, a story must invoke curiosity, tension, and emotional connection. This forms the crux of effective business storytelling.

But where does AI fit into all of this? Interestingly, many businesses have started to rely heavily on AI to generate content. AI is excellent for data crunching and pattern recognition, providing critical insights that can inform business strategy and drive customer engagement. However, according to Jay, there's a critical aspect that AI can't replace – the human touch.

AI, as powerful as it may be, doesn't fully understand the nuanced emotional dynamics of storytelling. It can generate content based on data and patterns, but it lacks the emotional intelligence to create a deep, meaningful connection with the audience.

The Role of Web3 in Storytelling

Web3, the third generation of the internet, is changing the way we interact online. Although Jay doesn't explicitly discuss Web3 in his dialogue, its principles align seamlessly with his storytelling ethos. In the Web3 era, users gain more control over their online presence and data, fostering an environment that supports more authentic, decentralized, and user-centric storytelling.

Web3 technologies like blockchain and cryptocurrencies facilitate a shift away from centralized data control, promoting peer-to-peer interactions instead. This transition offers unique opportunities for businesses to engage with their audiences more authentically. Storytelling in the Web3 era might involve more direct communication, co-creation, and shared narratives between businesses and consumers, a central concept here that resonates with Jay's philosophy of creating meaningful and engaging content.

Creating Content That Matters: Lessons from Jay Acunzo on Storytelling

Creating Content That Matters: Lessons from Jay Acunzo on Storytelling

Mastering Storytelling: Process, Practice, and Posture

According to Jay, mastering business storytelling involves three key components: process, practice, and posture. The process refers to the technical basis for creating content, which can be managed well by AI. However, practice and posture are uniquely human aspects that can't be outsourced to technology.

Practice involves regularly creating and shipping content to earn trust from the audience. Meanwhile, posture entails leveraging your unique personality, perspective, and experiences to shape your storytelling. This is where the true essence of personal story and your brand emerges. It is also what AI, for all its computational prowess, cannot replicate.

Wrapping Up

The conversation with Jay provides valuable insights into navigating business storytelling in a world influenced by AI and Web3. While AI can be an invaluable tool for generating content and analyzing data, the authentic emotional connection inherent to successful storytelling remains a distinctly human task.

As we delve deeper into the Web3 era, it's important for businesses to adopt a storytelling strategy that reflects the peer-to-peer, decentralized spirit of Web3. To truly resonate with audiences, businesses need to offer authentic narratives that highlight their unique posture and continually practice engaging their audience.

In this evolving landscape, the heart of good story and business storytelling remains the same: creating meaningful connections with your audience. And while AI and Web3 may change the way we tell stories, they will never replace the human connection at the heart of every great story.

Jay Acunzo at Creator Expo Economy (CEX) 2023 in Cleveland

Jay Acunzo at Creator Expo Economy (CEX) 2023 in Cleveland

KEY HIGHLIGHTS     (see clickable version on

[01:45] What has been the most unconventional choice you've made in your career, and how has it shaped your path? 

[04:00] Is your goal to create transformative impact in the lives of your audience through podcasts, rather than merely providing transactional content? 

[05:39] As an author, speaker, and podcast host, how do you approach storytelling across different media and platforms? 

[08:30] Do you see the value in using distribution channels and social media tools for your content creation, and are you currently utilizing them? 

[11:47] AI is becoming increasingly prevalent. How can creators make their work more uniquely theirs in the age of AI? 

[18:48] Are there things that you learned from working for big brands, like Google and HubSpot, that you are still applying today? 

[22:15] When it comes to storytelling, are there foundational elements that you believe remain constant? 

[30:20] Where would you like to direct people who are interested in learning more, seeking tips, or consuming your content?   



"When we use tension, what we're doing is we're creating questions on people's minds that they want answers to, and you want to answer them." - Jay Acunzo 

"Good marketing is not about who arrives, it's about who stays. So the real question is not can you reach people? It's can you resonate with them, can you align with them so closely that they feel amplified and want to take an action?" - Jay Acunzo 

"That is a principle of storytelling that is related to the narratives that we grew up reading in novels or watching in films, but can apply to single-sentence tweets, to opening paragraphs of blog posts and certainly to moments like this in a podcast." - Jay Acunzo 

"We all understand the value of process in telling stories, but that's only one piece of your mastery of craft. You also have a practice, ideally, where you are learning about yourself and the world by shipping on a regular basis. You're not just earning trust with others, you're learning to trust yourself." - Jay Acunzo 

"We hope that it comes through when we write, when we speak, when we produce anything. But now we have to learn to do that on demand. Now we have to learn to make that our core competency." - Jay Acunzo 

"The stuff that you have to earn is the stuff that makes your work resonate, the stuff that makes people care about you and your business or you and your cause. That's your practice and your posture." - Jay Acunzo 






About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast