I’ve always seemed to be attracted to ‘broken things’. It started at a young age, when my mother asked, “Shane, what would you like to be when you grow up?” and I innocently told her, with a straight face, and the blind confidence that only a 6-year-old could have, “I want to be a tow-truck driver”. That night – any toys that looked like tow trucks disappeared from my house, and strict study times became a major part of my parentally approved schedule.

You see, what my parents never understood is WHY. Most businesses don’t understand the WHY, and as a coach, I often work with people who are stuck on this very same notion. Every text on persuasion and presenting says to “Know your audience”, but the smartest of the bunch will always first check what they are trying to achieve. It’s taken me a long time to figure out what I enjoy, and during those years I’ve enjoyed success in many industries with clients as small as the neighborhood convenience store, to the largest smartphone manufactures in the world. What did I learn along this journey? Nothing is more important to your success than the ability to tell a story.