Episode Summary:
In this episode, Bernie chats with Sonya Whittam and Julie Firth, co-founders of the UK-based marketing agency Story 22.
They share their journey from StoryBrand guides to leveraging AI tools for content creation and strategy.
Together, they explore how coworking professionals can incorporate AI into marketing, streamline content creation, and adapt to ever-changing customer needs.
Sonya and Julie also dive into the intersection of customer service and marketing, inspired by concepts from Unreasonable Hospitality.
Timeline Highlights:
[0:02] – Introduction: Helping coworking professionals with tailored cohorts.
[0:23] – Bernie welcomes Sonya and Julie, co-founders of Story 22.
[1:11] – Julie and Sonya's backgrounds and journey to StoryBrand.
[3:36] – How AI sparks creativity and boosts marketing quality.
[8:15] – Practical tips for coworking spaces to start using AI.
[16:01] – The "gold and pencil" analogy for adaptable marketing.
[25:15] – AI's role in enhancing StoryBrand application.
[30:41] – How exceptional customer service empowers marketing.
[34:47] – Where to find Sonya and Julie online.
Detailed Episode Breakdown:
Unlocking Creativity with AI
Julie and Sonya discuss how AI tools like ChatGPT and Perplexity help streamline idea generation, improve content quality, and save time—once you’ve mastered the learning curve.
From brainstorming to refining tone, AI has become their creative partner.
However, they emphasize that AI requires human oversight to validate content and maintain authenticity.
Tailoring AI for Marketing and Coworking
Sonya shares her insights on using different AI tools for specific tasks.
AI can support email marketing, blog creation, and Instagram strategy for coworking folks.
The key is persistence: learning to prompt effectively and understanding each tool’s unique “personality” leads to better results.
Customer Service Meets Marketing
Drawing inspiration from Will Guidara's Unreasonable Hospitality, Sonya and Julie explain how exceptional customer service can reduce marketing efforts.
They encourage coworking spaces to focus on creating "wow" moments for members, fostering trust and loyalty.
StoryBrand and AI: Finding the Balance
Sonya and Julie, as seasoned StoryBrand guides, explain why AI can’t replace human strategic thinking.
While AI can accelerate processes like competitor analysis or avatar development, it lacks the context and nuance needed for compelling storytelling.
StoryBrand still requires human insight to craft a meaningful brand script.
Links & Resources:
One More Thing
Coworking brings communities together, helping people find and share their voices.
Each episode of the Coworking Values Podcast explores the core values driving coworking: Accessibility, Community, Openness, Collaboration, and Sustainability.
These values aren’t just ideas—they shape the spaces where we gather, work, and grow.
We hope this resonates with you.
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Your support amplifies our reach, helping others discover how coworking can enrich lives, build careers, and strengthen communities.
Community is the key 🔑.
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