Episode Summary In this episode, Brynne Tillman sits down with Emmy Award-winning television executive Steven Lewis to bridge the gap between broadcast storytelling and B2B social selling. They discuss why many executives fail to connect with their audience by over-prioritizing their "role" over their actual personality. Steven shares a roadmap for using vulnerability as a tool for credibility and explains how to treat social media as a personal broadcast channel that lives in your prospect's pocket. Guest Bio Steven Lewis is an Emmy Award-winning television executive and communications strategist who has spent decades coaching celebrities and CEOs to be more compelling on camera. He is the founder of Audience Genomics and the co-author of Incredible Communications, a guide to applying professional storytelling to the business world. Key Takeaways Shift from selling to being bought. True social selling happens when your communication and credibility are so strong that people want to buy from you before you ever make a formal pitch. Start your stories with the lesson in mind. Before sharing a personal anecdote or case study, identify the specific "moral" or takeaway you want the audience to remember when they leave the room. Build the beginning and middle of your narrative specifically to support that end goal. Use vulnerability to build a bridge. Authenticity often becomes a manufactured buzzword, but true credibility comes from taking responsibility for mistakes. Sharing what didn't go well can often land better than a highlight reel because it creates a human connection. Treat social media as a personal medium, not wallpaper. Social media is unique because you aren't just in a prospect's living room; you are in their pocket. Avoid "corporate speak" that acts as background noise and focus on high-personality, high-engagement content that justifies the personal nature of the platform. Leverage the "new informality" of the post-COVID era. The shift to remote work has lowered the barrier for executives to show their real selves. You can reach the "essence" of a brand or person much faster now because audiences have a higher acceptance for less rigid, less staged communication. Notable Quotes "All sales are social because it is all based on your credibility and your communication." "Social media is the world's largest focus group." "If you can instill some level of personal credibility in with your vulnerability, that's a home run." Resources and Links Mentioned Let Aggie Do It: An AI-powered social media amplification and storytelling tool. Audience Genomics: Steven’s data analytics platform for brand perception. Incredible Communications: The book co-authored by Steven Lewis and a USC Annenberg professor. Connect with Steven Lewis LinkedIn: Steve Lewis Website: LetAggieDoIt.com

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