Business of Story #555: Which Story Should You Tell and to Whom, With Lee Schneider
Feb 16, 2026
Lee Schneider, founder of Red Cup Agency, USC professor and veteran storyteller with TV and documentary credits. He explains why being specific lets your story reach the right people. Short, practical takes on origin, customer-use, and testimonial narratives. Tips on testing pitches, reading the room, and using workshops to sharpen what matters most.
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Pitching To Comedians Went Off Script
- Lee Schneider recalled pitching without notes to comedy writers who derailed him with a song.
- The experience taught him to expect anything and that you usually get one shot to land a pitch.
You Must Provide Story Structure
- Audiences crave structure; if you don't provide it they'll impose one that may hurt your message.
- A bold promise early must be paid off later to keep attention and deliver satisfaction.
Start With A Personal Theme
- Find a personal theme that explains why your work matters to you and use it as a storytelling engine.
- Use that theme to craft stories that connect emotionally with customers and inform your pitches.
