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Under The Hood: Automotive Storytelling
October 4, 2025

From Silos to Stories: Driving innovation through Storytelling with Jon Husby

CEO of ADAC EP21

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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The Transformation Blueprint Decoded

In this episode of "Under the Hood: Automotive Storytelling", brought to you by The Storytelling Tribe, we connect with Jonathon Husby, President and CEO of ADAC and Chair of the Automotive Hall of Fame, discussing his career journey, the importance of storytelling in the automotive industry, and the cultural transformation he is leading at ADAC. Jon Husby shares insights on leadership, mindset, and the future of the automotive industry, including the impact of AI and evolving consumer expectations.

Key
Insights

  • Replace unit sales KPIs with consumer outcome metrics to drive better decision-making across teams.

    Jon Husby explains how he decided to win a massive deal by leveraging the power of storytelling. Rather than leading with technology to purchasing or engineering, the strategy involved telling a story about brand differentiation to the brand and marketing executives first.

  • The “Saying How, Not No” Philosophy of Innovation

    Discover the mindset transformation that enabled his team to deliver critical automotive parts in 90 days instead of three years by challenging self-imposed limitations and asking “what would it take?” instead of accepting “we can’t.”

  • The Future of Extended Vehicle Lifecycles

    Learn how 8-10 year vehicle programs are reshaping supplier strategies, requiring scalable innovation families and iterative technology upgrades to prevent 2037 vehicles from feeling like they were designed in 2024.

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Practical
Takeaways

  • Lead with Brand Story:
    Approach customers with value propositions and brand differentiation before discussing technical specifications
  • Implement Value Selling Training:
    Train entire teams in understanding customer agendas to increase new win profitability by 5+ percent
  • Ask “What Would It Take?”:
    Reframe impossible requests by having teams explain the “how” rather than accepting the “no”
  • Know Your Numbers Cold:
    Master detailed business metrics to drive strategy and avoid slowing down team decision-making
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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans

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