What does it take to tell stories that truly move people and move them to action?
In an era flooded with misinformation and short attention spans, how do brands and causes break through the noise with truth, authenticity, and impact? In this episode of Purpose & Profit Podcast, we explore those questions and more with a journalist who’s spent her life on the front lines of global storytelling.
Dave Raley and Carly Berna welcome to the show award-winning journalist and host of Big [If True], Molly Thomas. Known for her fearless reporting on humanitarian crises and her drive to expose disinformation, Molly brings deep wisdom on what it means to tell authentic stories that resonate across cultures, causes, and contexts.
From refugee camps to misinformation rabbit holes, Molly shares her experiences bringing attention to stories the world too often forgets. This conversation is a masterclass in how brands and causes can build trust, communicate with emotional intelligence, and inspire action without manipulation.
Key Topics They Cover:
1. Purpose Over Trends: Why brands should align with causes that reflect their deepest convictions, not fleeting headlines.
2. Building Trust in an Age of Misinformation: Practical ways for organizations to maintain credibility and clarity.
3. Emotional Entry Points: How to help audiences connect personally to distant or difficult issues.
4. Spotting the Fake: Lessons from Big [If True] on navigating scams, hoaxes, and disinformation, and how this shapes public trust in brands and causes.
5. Discovering Your "Holy Discontent": How to identify the issue that keeps you up at night, and use it as a compass for impact.
6. The Role of Sensory Storytelling: Using sounds, smells, and context to craft immersive, relatable stories.
7. Empowering vs. Exploiting: How to avoid manipulative storytelling by highlighting agency and dignity.
8. Why Being Present Matters: The value of slowing down, observing deeply, and leaving room for unexpected human stories.
9. Repurposing Powerful Narratives: How to get long-term value from emotionally rich stories without overexposure.
10. Music & Messaging: How background music shapes emotional response, and the ethical weight that carries.
Purpose & Profit Podcast is brought to you by:
Special thanks to editor and sound engineer Barry R. Hill and producer Abigail Morse.
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