In today’s crowded digital world, attention is everywhere — but connection is rare.

In this episode of How to Make it in Toronto, we sit down with John Elbing, Chief Storybuilder Officer and creator of the Storybuilding methodology, to break down how founders and entrepreneurs can build brands that actually connect, convert, and grow.

With experience coaching over 150 startups and companies, John shares why most businesses get storytelling wrong — and how shifting your focus from your story to your customer’s story can completely transform your marketing.

We dive into:

• The 3-step framework every customer goes through before buying
• Why niching down is the fastest way to grow
• The difference between attention vs. real engagement
• Common storytelling mistakes founders make
• How to create messaging that drives emotion, trust, and action

If you’re an entrepreneur, content creator, or business professional looking to stand out in a competitive market, this episode will give you practical tools to refine your message and grow your brand.

🎯 Whether you're building a startup, scaling a business, or growing a personal brand — this conversation will change how you think about marketing.

Connect with John:
Website: standpoint.ch
Linkedin: linkedin.com/in/elbing

How do you convince Jerry Seinfeld to headline a direct-response marketing campaign for a bank — and then use it to smash sales records?

In this episode of How to Make It, we sit down with John Dwyer, founder of the Institute of Wow — a company known for highly creative customer attraction strategies that deliver measurable results.

John breaks down:

• What Direct-Response Marketing really is

• The Problem/Solution formula that works across industries

• Why Incentive-Based Marketing outperforms discounting

• How he landed Jerry Seinfeld for a record-breaking campaign

• The biggest obstacles business owners face — and how to overcome them

• How to build confidence, resilience, and long-term success

If you’re an entrepreneur, business owner, or marketing professional looking for practical strategies to increase sales and stand out in a crowded marketplace, this episode delivers powerful insights you can apply immediately.

🔗 Resources & Links Mentioned

• Vacation Promo (Incentive-Based Marketing): https://vacationsincentive.com/

• Contest Leads Machine: https://contestleadsmachine.com/

• Main Website: https://theinstituteofwow.com/

• Jerry Seinfeld Case Study: https://theinstituteofwow.com/seinfield-and-jd/

• Dreams Can Come True TV Show: https://theinstituteofwow.com/wow-tv-show/

Subscribe to How to Make It for more conversations with high performers, entrepreneurs, and industry leaders sharing real strategies for success.

Artificial Intelligence is transforming the future of education and careers faster than ever. So how should students and families prepare?

In this episode of How to Make It, returning guest Howard Freedman, financial aid professional and college planning expert, shares powerful insights on how AI is reshaping a student’s academic path, career opportunities, and the college experience.

Howard explains why it's never too early to start planning for college, how families can reduce financial stress, and what students can do today to build a strong foundation for the future.

We also discuss practical strategies to help students manage the emotional pressure of college planning, navigate uncertainty, and make confident decisions about their education.

Whether you're a student, parent, or young professional thinking about higher education, this conversation will give you the tools to plan smarter in a rapidly changing world.

In this episode we cover:

• How AI will impact future careers and college majors
• Why early college planning can save families thousands
• Hidden financial aid opportunities many families miss
• How students can reduce college stress and pressure
• The mindset students need to succeed in an AI-driven future

🎧 Subscribe to How to Make It for conversations with entrepreneurs, leaders, and experts sharing real strategies for success.