Standpoint employee Dragan Simic and employee John Elbing look exactly the same from the front of the room.

People don't care about your story. They care about how you fit into theirs. Most companies lead with themselves — their features, their history, their "why" — and watch their customers tune out. I take the opposite approach. I start from your customer's standpoint and build the story where they are the hero and your brand is what moves them forward. That's Storybuilding: a structured, customer-first method for positioning and narrative that I've developed across 150+ company engagements and set out in my book, Storybuilding: Your Brand From Their Standpoint. Work with me to: • Get clear on who your customer really is and what they're moving toward • Define your standpoint — the old way you're leaving behind, the new way you offer • Turn it into positioning, taglines, and narrative your audience actually cares about The result: messaging that earns attention, builds trust, and helps the right customers see themselves winning with you. Start at standpoint.ch.

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