Jim Signorelli

Jobs were hard to get for an advertising major during a recession. In no position to be choosy, Jim Signorelli started selling advertising time for a small country radio station, before country music became popular. It was like selling ear muffs in the Mohave. But Jim soon learned that few clients could resist  a good commercial, even on a station that played the same Hank Williams song 40 times a day. So instead of poor ratings, he sold commercials that I wrote and produced.    Jim Signorelli's dream was to work for a major ad agency some day. But that wasn't going to happen without an advanced degree or some agency experience. So, he set out to kill both of those birds by running his own agency and while attending grad school.    By age 30, JIm finally landed an entry-level job with a major agency and later moved to N.W. Ayer, one of the largest agencies in the U.S. at the time.  Over the span of 20 years, he worked on a number of iconic brands like McDonald's, Kraft Foods, General Electric, Citibank, Toshiba, Burger King, Arby's, KFC and many others. More importantly  Jim made a huge discovery and one that once again changed the direction of his career: He discovered that people don’t buy products or services. They buy stories  -  stories to which they choose to subscribe and for very personal reasons.    Enamored with this idea, Jim started and successfully ran eswStory-Lab Marketing for 16 years in Chicago. That's where jhe developed the StoryBranding model, the subject of his bestselling, award-winning book .   While giving a radio interview, Jim met the founder of Anecdote, an Australian company that conducts workshop programs all over the world helping business people influence, motivate and inspire others using simple narrative techniques.  Clients have included major corps. like IBM, Boeing, Microsoft, Coke, Shell Oil.  Excitedly, he jumped on board partnering with Anecdote and running Story-Lab U.S. 

business stoyrtelling, story-based marketing, golf, tennis, photography, writing.