How to use Storytelling for Better Communication | Antoni Lacinai x Yuvaan Atreya | S2SP001

Yuvaan Atreya — Fri, 04 Sep 2026 13:38:30 GMT

What happens when you have years of expertise, valuable ideas and something genuinely useful to say — but the right people still aren't seeing or remembering it?

In this episode of the Strategy To Screen Podcast, Yuvaan Atreya sits down with Antoni Lacinai, keynote speaker, executive communication coach and author from Sweden, to unpack the thinking behind effective communication, storytelling and visibility.

Antoni has spent years working with leaders and organizations around communication, leadership and human connection. His approach centers around three communication superpowers:

Energy. Empathy and Clarity.

We explore what each of these means in practice, why all three are necessary, and how they influence whether people actually understand and respond to a message.

The conversation then moves into one of Antoni's strongest ideas: storytelling isn't simply a communication trend. It's one of the most powerful ways to make an idea clear and memorable.

Antoni breaks down a practical storytelling framework built around:

Time and place
Person
Problem
Solution
The five senses

He also shares the personal story that changed his entire approach to communication — an encounter in his twenties that made him realize how powerful communication can be in difficult situations.

Later, we discuss a problem many experts face today: having valuable expertise but struggling to make that expertise visible online.

Antoni openly talks about the unpredictability of social media, changing algorithms and the frustration of creating valuable content that doesn't always reach the people who need it.

We also discuss:

Why organizations often have a communication problem disguised as a strategy problem
What creates the clarity gap
Why people can't act on what they don't remember
How speakers can use stories to capture attention
The difference between a story and an anecdote
Why business presentations often suffer from “death by PowerPoint”
How experts can communicate more effectively in short-form content
Why passion matters when communicating digitally
Why speakers need to find their lane
The challenge of making expertise visible to the right audience

If you're a leader, speaker, expert, consultant, founder or knowledge professional trying to communicate ideas more clearly — and make those ideas actually stick — this conversation is worth watching.

Watch the full conversation on the Strategy To Screen YouTube channel.

Timestamps

00:00 — Intro
01:53 — Antoni's Journey From IT & Telecom to Communication
02:48 — The Three Communication Superpowers
04:53 — Why You Need Energy, Empathy & Clarity
05:26 — How Antoni Built His Communication Framework
06:40 — The Clarity Gap Inside Organizations
09:59 — Why Storytelling Makes Ideas Stick
12:06 — The Five Ingredients of a Story
13:31 — Adding the Five Senses to a Story
15:24 — The Story That Changed Antoni's Life
19:31 — Why Stories Need a Point
20:50 — How Speakers Can Capture Attention on Stage
22:30 — Using Storytelling for Concept Selling
24:47 — Storytelling When You Only Have 30–60 Seconds
25:27 — The Problem With “Death by PowerPoint”
27:23 — Valuable Expertise vs. Visible Expertise
30:08 — Why Expertise Needs to Reach the Right Audience
32:31 — How Social Media Algorithms Change the Game
35:24 — What Makes Digital Content More Effective
37:22 — Antoni's Advice to New Speakers
38:30 — Closing Thoughts

What 30 Years of Investing Taught a Marketing Leader | Jermina Menon x Yuvaan Atreya | S2SP002

Yuvaan Atreya — Fri, 04 Sep 2026 13:24:09 GMT

What can nearly 30 years of investing teach us about financial ownership, consistency and making better decisions?

In this episode of the Strategy To Screen Podcast, Yuvaan Atreya speaks with Jermina Menon about her journey from accounting and finance into marketing and retail—and the personal financial journey she began at just 20½.

Jermina shares how starting early and consistently investing over the years helped her fund important milestones, including her marriage expenses, the down payment for her first home and her son's education.

But her biggest lesson isn't about finding the perfect investment.

It's about starting, staying consistent and taking ownership of your financial decisions.

The conversation explores marketing, retail, customer behaviour, marketing ROI, financial independence and the value of sharing decades of professional experience.

⏱️ Timestamps

00:00 — Precap
02:43 — What People Get Wrong About Retail
05:31 — Why Retail Is Really About the Customer
06:31 — What Customers Don't See
08:00 — What Should Marketing Actually Measure?
09:59 — Stop Treating Marketing as Just a Cost
11:24 — Why Marketing Can't Operate in Isolation
13:50 — The Customer Is Ahead of You
15:37 — What a Real Customer Journey Looks Like
17:42 — Why Financial Independence Became a Passion
18:07 — The Financial Rules Her Father Gave Her
18:40 — Her First Investment at 20½
19:31 — How Consistency Built Her Financial Journey
21:41 — Why More Women Need Financial Ownership
23:04 — What 30 Years of Investing Taught Her
25:05 — What New Investors Should Be Wary Of
26:36 — “If You Don't Understand It, Don't Get Into It”
28:14 — Why You Shouldn't Copy Your Friend's Investment
29:25 — Money in a Woman's Name vs Financial Ownership
32:35 — Why Experienced Professionals Should Share Their Knowledge
35:17 — Why Strategy To Screen Exists
36:11 — Closing Thoughts

In This Episode

• How starting her career in accounting shaped Jermina's approach to marketing
• Why retail is much more than stores and salespeople
• The hidden work involved in understanding and fulfilling customer needs
• Why marketing should be viewed as an investment, not simply a cost
• What marketers should actually measure when thinking about ROI
• Why the customer can be far ahead of the marketer
• Why a customer's real buying journey doesn't always fit neatly into a digital funnel
• Jermina's financial journey, beginning with her first investment at 20½
• How consistency over decades can matter more than chasing complex financial products
• Why you shouldn't invest in something you don't understand
• Why copying a friend's investment can be a mistake when your goals and time horizons are different
• The difference between money invested in a woman's name and genuine financial ownership
• Why women should pay greater attention to their own financial protection and independence
• Why experienced professionals should share their knowledge and make their expertise visible

One principle runs through much of the conversation:

Take ownership of the decision.

Whether you're managing a marketing budget or your personal finances, advice, data and expertise can help—but you still need to understand the decision you're making.

Watch the full conversation with Jermina Menon on the Strategy To Screen Podcast.

Subscribe to Strategy To Screen for more conversations with experienced professionals sharing the knowledge they've built through their careers.

#StrategyToScreen #S2SPodcast #Marketing #PersonalFinance #FinancialIndependence