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Be the show, not the commercial. In this keynote I share why the best restaurant does not always win, the best story does - live from Food Fanatics 2025 in Las Vegas (US Foods)

You will hear how we turned a struggling barbecue joint into a global conversation by telling real stories every day, from a rib clip seen by millions to unboxing the tech that powers our service to standing on Wall Street with Toast at their IPO.

I break down the exact playbook we use: plan, produce, publish, and promote. We talk B2C and B2B storytelling, the skip-button generation, and why quantity, speed, and consistency eventually create quality.

I also share the personal moment that sparked my obsession with storytelling: a payphone call from Spain that led me to help my grandfather publish his memoir.

And also the three rules that guide everything we do: stay curious, get involved, and never be afraid to ask for help. You will leave with practical tactics to shoot with your phone, use AI to plan content, and post with confidence.

If you build it, they will not come. If you tell the story, they will.

0:00 Be the show, not the commercial
0:19 People buy stories and connection
2:29 The payphone call that changed everything
6:29 Three rules: curious, involved, ask
9:57 The Field of Dreams myth
11:00 ROI of storytelling and your About page
16:05 B2B storytelling with Toast: from unboxing to IPO
18:59 The skip button lesson
22:31 The 4 Ps: plan, produce, publish, promote
24:13 Istanbul case study: smartphone storytelling
27:28 Quantity, speed, consistency → quality
29:24 Live exercise and posting challenge