What if the world didn’t reward the best ideas — but the best-packaged ones? That’s the question at the heart of this conversation between Bill Sherman and Gavin McMahon, CEO of fassforward and author of Story Business. Once an engineer designing submarines, Gavin discovered that technical brilliance alone doesn’t move ideas forward — storytelling does. Now, he helps leaders use story as a tool for influence, clarity, and change. In this episode, Bill and Gavin explore why ideas don’t speak for themselves — and how story gives them a voice. They unpack the idea of “storytelling power” versus organizational power, and why leaders who can’t tell stories struggle to inspire action. Gavin defines story as “information wrapped in emotion for commercial purpose” — a deceptively simple definition that can transform the way you present ideas. They also dive into Gavin’s concept of “grandma language,” the art of making complex ideas accessible without losing credibility. Using examples from CEOs and real-world leaders, Gavin shows how mixing simple and sophisticated language helps ideas stick — even in high-stakes environments like cybersecurity or strategy. You’ll also hear about the seven-year journey of writing Story Business — how Gavin refined his thinking, wrestled with simplicity, and learned that clarity comes only after doing the hard work of distillation. Along the way, he and Bill reflect on humility in communication, the creative joy of writing, and why being “nicer to people” may be the best advice for every thought leader. If you’ve ever struggled to make your ideas land — this conversation will show you how story turns insight into impact. Three Key Takeaways: • The Best Idea Doesn’t Win — The Best-Packaged One Does. Gavin argues that success isn’t about having the smartest idea, but the clearest, most emotionally resonant one. Storytelling gives ideas power, helping them stand out and gain traction in organizations that aren’t true meritocracies. • “Grandma Language” Makes Ideas Stick. Gavin introduces the concept of blending “credibility language” (expert terminology) with “grandma language” (simple, human words). The balance builds trust and accessibility — a must for leaders trying to communicate complex ideas to busy or distracted audiences. • Simplicity Is Earned Through Hard Work. Writing Story Business taught Gavin that true simplicity comes only after deep thought and refinement. As he tells Bill, people make ideas complicated because they haven’t finished thinking them through — and clarity is proof of mastery. If this conversation on Story Business sparked new ways to think about how you share ideas, you’ll love hearing from Michelle Mellon in Thought Leadership and Storytelling. She dives deep into how narrative builds trust, shapes perception, and turns expertise into connection. Listen next: Thought Leadership and Storytelling with Michelle Mellon — and discover how to make your stories resonate long after the meeting ends.