“When you see the stories in your consumers across the board, it really brings to life the humanity of the audiences that you’re serving.” — Kristian Alomá
What if the most valuable thing a brand could learn about its customers isn’t found in a survey, demographic profile, or spreadsheet—but in the stories they tell?
In this episode of Leadership Story Talks, hosts Jerome Deroy and Julienne B. Ryan welcome Kristian Alomá, PhD, narrative psychologist, brand strategist, author of Start with a Story, and founder of Threadline Branding. Kristian shares how a high school summer program at Northwestern University changed the course of his life, eventually leading him to explore the intersection of consumer psychology, storytelling, and brand relationships.
Drawing on his research and experience working with global brands, Kristian challenges conventional approaches to understanding consumers. Through vivid examples, including why travelers choose Airbnb over hotels, he reveals how listening beyond people’s initial answers can uncover the deeper narratives that shape their decisions, identities, and relationships.
The conversation explores the distinction between the stories we tell others and those we tell ourselves, the psychology of narrative transportation, and why organizations have both an opportunity and a responsibility to see the humanity behind their customer data.
You’ll Hear:
- How a summer business program at Northwestern became a defining turning point in Kristian’s life and career.
- What narrative psychology is and how it helps us understand the stories people construct to make sense of their world.
- Why demographic profiles and traditional customer personas often miss what truly motivates people—and why King Charles and Ozzy Osbourne make such a revealing comparison.
- The difference between the stories people tell others and the internal narratives that shape their beliefs and behaviors.
- How asking deeper questions about travel experiences revealed motivations that conventional market research overlooked.
- Why brands should build narrative personas by listening to people’s experiences rather than simply checking demographic boxes.
- How narrative transportation allows audiences to immerse themselves in a story, making experiences more memorable and meaningful.
- Why data and storytelling aren’t competing approaches—and how data can make stories more credible and compelling.
- What it means for organizations to recognize their place in customers’ lives and take that responsibility seriously.
Ultimately, Kristian reminds us that understanding people requires more than gathering information about them. It requires curiosity, listening, and a willingness to look beyond assumptions. When organizations recognize the stories their customers are living, they can build relationships grounded in greater understanding, relevance, and respect.
Resources
Kristian Alomá — Professional & Author
- Kristian Alomá — Official Website
- Kristian Alomá on LinkedIn
- Kristian Alomá on Facebook
- Kristian Alomá on Instagram
- Book: Start with a Story by Kristian Alomá
Threadline Branding
Experience The Listening Lab
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The Listening Lab is a community for leaders, coaches, and professionals who want to think more clearly, communicate more authentically, and discover the stories that move people. Start with a free 30-day trial:
https://listeninglabfreespot.carrd.co
Narativ’s online course in partnership with New Mexico State University Global Campus: Lead With Your Story (self-paced, on-demand course)
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Learn more about how to leverage Narativ’s storytelling method for your pitch and sales team: Download our free e-book, or you’re welcome to schedule a free 15-minute call with Jerome.
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