Best Story Wins

By: Column Five
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  • Summary

  • Column Five’s “Best Story Wins” is for marketing and branding professionals looking to unlock their growth potential.

    Each episode features a conversation with industry leaders about how they win the hearts and minds of their customers and build world-class brands. You’ll learn about their success stories and failures, as well as strategies and tactics for how to take your own marketing efforts to the next level.

    Welcome to Best Story Wins!
    Column Five
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Career Success Economics Leadership Marketing
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Episodes
  • Ep. 61 Obaid Durrani of Clay

    Ep. 61 Obaid Durrani of Clay
    Jan 30 2025
    Your biggest competitive advantage in B2B isn't your product; it's the story that people tell themselves about your company. Today's winning brands shape the story by balancing giving people the content they want while never resting on their laurels.

    In this episode, Obaid Durrani, of Clay, shares his vision for what this means and gives examples of how he's pushing boundaries and reimagining what b2b content can and should be, which is helping to drive Clay's rapid growth and recent ascension to unicorn status.

    We also explore:
    • How to turn dry product features into captivating narratives.
    • The formula behind Clay's viral Matrix-inspired campaign.
    • What most brand leaders are still getting wrong about influencer marketing.
    • Why building "conceptual content" is the future of B2B marketing.
    • And much more.
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    49 mins
  • Ep. 60 Andrew Gori of Autodesk

    Ep. 60 Andrew Gori of Autodesk
    Jan 23 2025
    It’s smart, it’s fun, and it might just change how you think about content. In today’s noisy digital world, Autodesk knows how to stand out: by telling stories that truly matter.

    In this episode, Andrew Gori takes us behind the scenes of Autodesk’s human-centric content strategy, showing how his team connects with audiences in the construction industry. From his journey as an aspiring journalist to leading bold content strategies at Autodesk, Andrew shares how creativity and strategy come together to rise above the digital noise.

    We also discuss:
    • AI's impact on content discoverability, the challenges of AI-driven search results, and ongoing strategy experiments.
    • Adapting marketing strategies to become a top content destination and build a loyal audience of "1000 true fans."
    • Autodesk's upcoming global research project revealing groundbreaking insights into the construction industry.
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    38 mins
  • Ep. 59 Nate Skinner of Squarespace

    Ep. 59 Nate Skinner of Squarespace
    Jan 16 2025
    The more you post, the less your audience cares. With brands trapped in an endless cycle of content production, is the key to standing out doing less?

    In this episode, Nate Skinner, Head of Brand Creative Strategy at Squarespace, shares his insights on breaking free from the "always-on" trap. He explores how Squarespace integrates bold creativity with meaningful storytelling, why personal branding is changing the B2B industry, and how AI and curated design are paving the way for successful marketing.

    We also explore:
    • The shift from quantity to quality in brand storytelling.
    • Why Super Bowl ads are still the ultimate creative risk—and reward.
    • How Squarespace is redefining social media strategy with creativity and focus.
    • The role of AI in crafting high-impact campaigns.
    • How personal branding intersects with corporate identity to drive trust.
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    39 mins

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