Empowerment Through Storytelling

Interested in starting your own entrepreneurial journey in consultancy but unsure what to expect? Then read up on our interview with Mario Juarez, Founder of StoryCo, located in Seattle, WA, USA.

What's your business, and who are your customers?

I help people and organizations get better business results through strategic storytelling. My customers are typically larger organizations, including Microsoft, where I worked for more than 25 years. I run workshops, coach leaders and teams, deliver keynotes, and consult on strategy. Every now and then, I also like to roll up my sleeves and create messaging and content.

Tell us about yourself

All I ever wanted to be was a journalist. Out of college, I spent five years as a daily public radio news reporter in a small town in Alaska. Then, a few years later, to make a few bucks, I stumbled into a short contract writing gig at Microsoft, which turned into a long and interesting career. Storytelling was the throughline. It’s how I process life. A few years back, I realized that storytelling, done strategically, can also empower and transform people and teams. Those are shopworn buzzwords, for sure, but it’s amazing when they actually come to life. That’s what gets me out of bed in the morning.

What's your biggest accomplishment as a business owner?

Surviving the pandemic. Before March 2020, I worked exclusively face-to-face, and overnight I lost all of my contracts and prospects. I suddenly had to pivot and retool everything so that I could do it online. It was a fantastic creative challenge, and it worked. I now realize that it was also my first lesson in a constant truth: evolution is not optional. What works today might well not work tomorrow. You should always be mindful of the need to reinvent.

What's one of the hardest things that come with being a business owner?

One of my early mentors told me that my success or failure would hinge on my ability to tolerate ambiguity—and boy was she right. There’s no safety net, and that can be scary. But there’s no one making claims on you either, which to me is a worthy tradeoff. Running a business means you never stop worrying about winning customers. You have to get good at everything, including a whole bunch of stuff you’d otherwise never imagine. For me, the challenge is balancing creativity and business development. The first requires being open to new outcomes, and the second is all about grit and discipline. I’m still working on it.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Know your “why.” It doesn’t need to be lofty; it just needs to be clear. For me, it’s all about helping people have more powerful lives, which is kind of lofty. But for my friend who bought an old flooring company and grew it into a money machine, it’s about providing for his family, and that’s terrific. Just remember that the “why” is internal, and it must be authentically yours – not something you do to look a certain way or to impress anyone. It has to be persistent enough to drag you through the hard times and keep you going for years.
Keep yourself healthy. Nothing works if you don’t work, so you need to treat your body and mind as paramount. The physical aspects are obvious: you’ve got to eat, sleep, and exercise right, and understand that there aren’t any shortcuts. I really don’t know any successful small business owners who aren’t in good shape. Just as importantly, take care of your mental and emotional health. Don’t let stress overwhelm you. Make time for family, friends, and guilty pleasures. Three things I’ve added to my life that make all the difference: adopting a mindfulness practice, becoming a daily runner, and keeping a gratitude journal.
Build your team. This starts with your partner if you have one. That person needs to be completely on board with the insane thing you’re attempting. Then go find the best mentors and advisors you can. It’s amazing how many great people will help you if only you ask. And ask, liberally. Then hire top-flight people/companies/services to handle your accounting, banking, payroll, insurance, legal, and any and all specific providers your business demands. Don’t skimp. The only thing more expensive than quality is crap.

Where can people find you and your business?

Website: https://mario-juarez.com/
Facebook: https://www.facebook.com/StoryCoSeattleWA/
Twitter: https://twitter.com/MLJuarez
LinkedIn: https://www.linkedin.com/in/mario-juarez-3bbba24/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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