Matt Frisbee went from Disney performer to marketing executive, and is one of the best storytellers around. In this conversation, Matt breaks down the art of storytelling in marketing, shares how he built breakthrough campaigns at Little Giant Ladder Systems, and explains why "feeling understood is the sexiest feeling in the universe."

This is a masterclass in taking calculated risks, doing the deep research work that most people skip, and why feeling understood by a brand is what drives real customer loyalty.

What You’ll Learn:

• The "Queen Vicky" Method - Build your entire strategy around one real customer instead of fictional personas
• The Dangerous Jobs Breakthrough - Why respecting your audience beats safety messaging (and how it stole market share from giants)
• The COVID Studio Innovation - How a 9-camera setup got Zoom asking questions and kept sales growing during lockdown

Resources:

"Story" by Robert McKee - Matt's go-to storytelling reference

"So God Made a Farmer" Super Bowl ad - Perfect example of honoring an underappreciated audience

FREE Content Consolidation Tools: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/

Request a free AI Audit: https://97thfloor.com/ai-audit/

Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthewfrisbie/

Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/

Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.

About Matt Frisbie:
Matt Frisbie started his career as a classically trained illustrator at Disney, where he learned that a picture truly is worth a thousand words – but more importantly, he learned how to architect experiences that make people want to participate in a story. After a stint in Hollywood selling films, Matt found his way into marketing, where he discovered that brands tell stories just as powerful as any movie – stories about solving problems and transforming lives.

As CMO at companies including Blendtec and Little Giant Ladder Systems, Matt has overseen marketing strategies that don't just move products – they move people. He's currently leading marketing at Axomo, a go-to-mark...