Ep. 68: Is Storytelling Just a Buzzword? How Higher Ed Marketers Can Build Narrative That Actually Works

Storytelling is having a moment.

But most brands are still telling stories that sound exactly the same.

On this episode of Talking Tactics, Safy sits down with John Gorman, founder of Saint Orange, to unpack why “storytelling” has become marketing’s favorite buzzword and how it lost its edge along the way.

They get into what actually separates storytelling from narrative and copywriting, why higher ed marketing has been sanded down to beige, and how playing it safe is quietly killing differentiation. From building lore without blowing up your institution to measuring whether a story is doing its job, this conversation is equal parts strategic, cultural, and refreshingly honest.

If you’re a marketer who wants fewer buzzwords, better stories, and permission to take smarter creative risks, press play.

Guest Name: John Gorman, Founder & Principal, Saint Orange

Guest Social: https://www.linkedin.com/in/johnfgorman/

Guest Bio: John Gorman is a strategist, writer, keynote speaker, and creative director living in San Juan, Puerto Rico. He is the founder of Saint Orange, an international strategy consultancy advising brands and global executives on identity, positioning, and narrative.

Over a two-decade career in marketing, John has led corporate creative teams and brand voice in tech, advertising, and public sector. His work has been recognized with multiple industry awards—including Clio, Cannes Lions, and an Emmy-nominated project.

As a political consultant, John has crafted communications and messaging on behalf of Reps. Alexandria Ocasio-Cortez and Jasmine Crockett—and contributed to the development of the Green New Deal.

In parallel, John is a widely read cultural and business writer, with over 12 million readers and his essays appearing at Entrepreneur, Insider, Inc., and Sports Illustrated, among others.

John holds a degree in Psychology from the State University of New York at Buffalo. He has never used it.

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Connect With Our Host:
Safaniya Stevenson
https://www.linkedin.com/in/safaniyastevenson/

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