Description

“Innovation doesn’t happen when you start doing something new, it happens when you stop doing something old.”

The human Summary (from the lovely Amanda Fearn):

Our second podcast episode of 2025 features Richard Mulholland, author of Here Be Dragons, a deliberately easy-to-digest book on the power of stories to sell, persuade and connect. If one of the things at the top of your list for 2025 is scaling your business by making your messaging hit home, this is a great episode for you.

He talks about some of the common storytelling mistakes many of us make and the secrets of putting them right:

Is AI there to make our creative output easier or better? ‘Easy is uninteresting,’ he says ‘we need to do something different.’ He takes us through the step-by-step process he uses to upgrade his writing. The two fumbles many business writers make when they’re scaling a business and what he does to lift interest, pace and emotional connection. How many of us switch off rather than switching over. ‘There’s a correlation between hobbies and happiness’ he says, and it enriches our personal and business lives. Why getting the right balance of peanut butter to pill is key in getting your audience to take action (you’ll love this clever metaphor). You’re not the hero of the story you’re telling (sorry about that) – and why this matters. Why the concept of a USP may be letting you down and why it’s time to trade up to a UDS (the ‘d’ of course refers to dragons). You’ll need to listen to the podcast to find out more.

This full-throttle episode is practical and fun. Everything is bite-sized and implementable: perfect when you’re scaling a business. We hope you enjoy listening to it as much as we enjoyed recording it.

Here’s what our AI said about the show:

In this compelling episode of Sparks by Ignium, Phil Rose chats with Richard Mulholland, founder of Missing Link, speaker, and author of Here Be Dragons and Legacide. Richard shares his fresh perspective on using storytelling as a tool for persuasion, business growth, and meaningful connection. From the art of "story selling" to the unique dragons every business must slay, this episode is packed with actionable strategies for entrepreneurs, leaders, and anyone looking to make a lasting impact. Prepare for a high-energy conversation full of wisdom, humor, and practical insights to help you own your narrative and achieve greater results.

Main Points for Listeners:

1. [00:08:00] The Power of Story Selling: Why storytelling isn’t about you—it’s about helping your audience reimagine their story and see the value you bring.
2. [00:16:10] Peanut Butter and the Pill: How to use stories as a delivery mechanism for impactful ideas that stick with your audience.
3. [00:30:20] Dragons of Opportunity: Navigating challenges, seizing opportunities, and being the "weapon" that helps clients overcome obstacles.
4. [00:43:30] Emotional Connection in Sales: Why engaging the "elephant" (emotional brain) is as critical as addressing the "robot" (logical brain).
5. [00:55:00] Unique Dragons Only You Can Slay: Identifying your business's unique value and communicating it effectively to stand out in a crowded market.

Quotes and Highlights:

• "Nobody gives a shit about your story. They care about what your story can do for them."
• "If you can sell the dragon, the ambulance sells itself."
• "Peanut butter makes the bitter pill easier to swallow—stories are the peanut butter of communication."
• "It’s not about being the hero of someone’s story; it’s about being the weapon they use to slay their dragon."

Learn More:

• Visit Ignium https://www.igniumconsult.com
• Subscribe for exclusive content in the Ignium Spark Tank https://www.igniumconsult.com/the-spark-tank
• Listen to the show https://sparksbyignium.transistor.fm/episodes

Connect with Richard Mulholland:

• Website: https://www.getmssnglnk.com
• LinkedIn: Richard Mulholland
• Twitter: @RichMulholland

·       Get Rich

·       Too Many Robots

·       Missing Link

Books and Articles Referenced:

1. Here Be Dragons: How to Win Deals and Influence Ideas by Richard Mulholland
2. Legacide: Why Legacy Thinking Is the Silent Killer of Innovation by Richard Mulholland
3. The Happiness Hypothesis by Jonathan Haidt

4.    Building a Story Brand - Donald Miller

5.    The Miracle Morning - Hal Elrod

Keywords in this episode:
Story Selling, Emotional Connection, Business Growth, Presentations, Unique Value Proposition, Leadership, Purpose, Entrepreneurship, Storytelling

Download Links:

(search Sparks by Ignium)

• Apple Podcasts
• Spotify
• Amazon Music

Subscribe and WATCH it again here https://www.youtube.com/@SparksbyIgnium/videos

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