How to Turn Business Decisions Into Powerful Marketing Stories: Expert Insights by Sarah Tjoa
In the latest episode of the Sticky Note Marketing Show, Mary Czarnecki sits down with marketing strategist Sarah Tjoa to explore an idea that might surprise many business owners: some of the best marketing opportunities actually come from everyday business decisions.
With more than 15 years of agency experience working with brands across tourism, sports, hospitality, and now food and agriculture at Noble West, Sarah has seen firsthand how curiosity and strategic thinking can transform operational challenges into compelling brand stories.
Here are some of the key insights from their conversation.
“Sometimes the best approach is being willing to admit you don’t know everything in the room.”
Curiosity Is One of the Most Powerful Marketing Tools
One of Sarah’s biggest lessons as a strategist and leader is the importance of curiosity. Instead of assuming you know the answers, great marketers ask questions and stay open to learning.
Sarah emphasizes that sometimes the best approach is being willing to admit you don’t know everything in the room. When leaders and marketers stay curious, they uncover insights that can completely change how they approach strategy and creative thinking.
Curiosity allows teams to step into the mindset of their audience and understand the real questions customers might be asking.
The “Rule of Three” Helps You Find the Real Story
A key framework Sarah shared is the Rule of Three when asking “why.”
Often, the first answer you receive is surface level. The second answer reveals more context. But the third answer is where you often uncover the deeper motivation behind a product, decision, or customer need.
For example, a product feature might initially sound technical or operational. But when you continue asking why that feature exists, you may uncover a powerful emotional benefit for the customer.
This simple exercise helps marketers move beyond lists of features and benefits to uncover the human story behind a brand.
Turning Operational Decisions Into Marketing Stories
One of the most interesting parts of the conversation focuses on how everyday business decisions can become marketing opportunities.
Sarah shared an example from her work with food brands. Sometimes a client invests in new technology or equipment simply to improve efficiency or food safety. On the surface, those may not seem like exciting marketing stories.
But when you dig deeper, those investments often connect to something meaningful for customers.
For instance, an innovation that makes a product easier to prepare could help busy families save time in the kitchen while still enjoying the foods they love. Suddenly, a technical upgrade becomes a story about convenience, nostalgia, and improving everyday life.
These kinds of insights help brands move from talking about internal decisions to communicating real value for their customers.
Marketing Starts With Understanding the Business
Another important takeaway from the episode is that strong marketing strategies begin with understanding the broader business challenge.
Many of Sarah’s clients are CEOs or operations leaders who aren’t marketers by training. They may come to the table with questions about production, efficiency, or product development.
By starting with those conversations, marketers can identify the deeper opportunities for storytelling and brand differentiation.
The key is understanding the why behind the decision, not just the decision itself.
The Human Element Still Matters
In an era where AI and automation are rapidly evolving, Sarah believes the human element of marketing is still what makes brands stand out.
Technology can help streamline processes and generate ideas, but the emotional connections that resonate with customers come from understanding people’s real experiences, needs, and motivations.
That human insight is what turns a product feature into a meaningful brand story.
Final Thoughts
The conversation between Mary Czarnecki and Sarah Tjoa offers a valuable reminder for business owners and marketers alike.
Great marketing doesn’t always start with a campaign idea. Sometimes it starts with curiosity, better questions, and a deeper understanding of the decisions happening inside a business.
By asking “why,” staying open to learning, and focusing on the real value for customers, even the most ordinary business decisions can become powerful marketing opportunities.
