When you think about storytelling, you might picture books, films, or podcasts. But for the team at Tellwell, storytelling is woven into every project, every meeting, and every client collaboration. In this episode of Tellwell The Podcast, we hear from Annie Wood, Tellwell’s Chief of Staff, as she shares her journey and the transformative power of curiosity in crafting meaningful stories.
Embracing Curiosity: A Foundation for Growth
2024 marked Tellwell’s “Year of Curiosity,” a bold initiative to explore new ideas, expand skillsets, and deepen client relationships. “Curiosity isn’t just about asking questions; it’s about finding better ways to lead, create, and connect,” Annie explains.
For the Tellwell team, curiosity takes many forms—from experimenting with podcasts and photography to reimagining their internal processes. It’s a mindset that invites innovation, even in the face of tight deadlines or complex client needs.
“We’ve maintained our high creative standards while pushing boundaries,” shares Duncan Williamson, one of Tellwell’s storytellers. “This year, we’ve explored everything from advanced editing techniques to new team-building adventures. It’s been incredible.”
The Magic of Inclusive Storytelling
At Tellwell, storytelling isn’t just about crafting polished narratives; it’s about co-creating stories with their clients. This client-first approach—where real people share their real words—is what sets them apart.
“We’re not here to dictate the story,” Duncan emphasizes. “Our job is to amplify the voices of our clients—the true story makers.”
Using their unique “Story Fire” model, the team aligns three pillars: Craft, Storytellers, and Story Makers. The craft represents the tangible work—videos, websites, and publications. The storytellers are the creatives behind the scenes, and the story makers are the clients themselves.
“We see our clients as partners,” Annie adds. “Their experiences and voices shape everything we produce. It’s a collaborative process that brings authenticity and meaning to every project.”
The Role of Curiosity in Team Development
Curiosity isn’t just external—it’s deeply rooted in how the Tellwell team works together. With Annie leading learning and development initiatives, the team regularly dives into workshops, seminars, and creative exercises.
“One of my favorite moments this year was seeing our editor teach a seminar on track editing in Premiere,” Duncan recalls. “It might not sound glamorous, but for those of us in the room, it was game-changing.”
The team also took a step back during their annual retreat to reflect on their processes and identify opportunities for growth. “Being curious about how we work is just as important as being curious about what we create,” says Annie.
Building a Welcome Mat for Storytelling
As Tellwell embraced curiosity, they also refined their messaging and storytelling frameworks. A pivotal moment was introducing the “welcome mat” analogy to simplify communication. Annie explains:
“A welcome mat doesn’t have a paragraph on it—it says, ‘Welcome.’ It invites people in without overwhelming them. That’s what we aim for in storytelling: clear, concise messages that draw people in and leave them curious for more.”
This clarity-first approach has resonated not just with clients but also with the Tellwell team, making internal and external communications more impactful.
The Power of Simple Frameworks
A major driver of Tellwell’s success has been their adoption of the Business Made Simple frameworks, which provide practical tools for everything from leadership to marketing. Annie became a certified Business Made Simple coach to help integrate these principles into Tellwell’s roadmapping sessions with clients.
“Business Made Simple has transformed how we help clients articulate their goals and messaging,” Annie says. “Whether it’s a nonprofit clarifying its mission or a brand launching a new product, these frameworks provide actionable insights.”
Max, Tellwell’s co-founder, shares his excitement: “In just a few hours, we can help clients articulate their purpose and vision—something they’ve struggled with for years. It’s incredibly rewarding.”
Clear Communication: The Key to Creativity
As Annie reflects on her journey at Tellwell, one thing stands out: the power of communication. “If it wasn’t communicated, it didn’t happen,” she says. Whether working with clients or within the team, clear messaging is at the heart of everything they do.
Clarity is kindness, Annie believes. And through their year of curiosity, Tellwell has seen how intentional communication fosters trust, sparks creativity, and strengthens relationships.
Ready to Tell Your Story?
At Tellwell, we believe every organization has a story worth sharing. Whether you’re a nonprofit leader, a small business owner, or a brand manager, your unique journey can inspire and connect. Reach out to Tellwell today and discover how we can help bring your vision to life.
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At Tellwell, we believe in the power of stories to change the world. Whether it’s through heartwarming videos, engaging social media content, or impactful events, our mission is to bring your vision to life. Join us, and let’s create something extraordinary together.
