In this video, Storyforge co-founder Haley Boehning shares a lesson from her grandfather that applies to both woodworking and storytelling.

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Haley Boehning, Co-Founder and Principal of Storyforge, believe there’s a fundamental disconnect between how we build + market our businesses and what our customers, employees and stakeholders truly care about. The world’s most loved and most profitable companies have figured this out, and she’s spent years studying how and why.