Amanda 00:02 Welcome to purpose power brand, a podcast for leaders and brands transforming business into a force for good. I'm Amanda Stassen, business and brand strategist, social justice advocate and founder of BIZU Innovation Group. I'm speaking with leaders who are proving that not only does purpose drive profit, but the future of our world depends on it. If you want to grow your business, increase your brand loyalty and not get left behind in the ever-changing marketplace, this podcast is for you. Today we're talking with Greg Hemmings, founder of Hemmings house, an award-winning film production company that specializes in social change-making. Welcome Greg to the purpose power brand podcast excited to do this storytelling masterclass with you today.

Greg 00:43 A masterclass. That sounds awesome. And I'm excited to be here. Amanda, thank you so much for the invite.

Amanda 00:48 Awesome. Hey, listen, before we dive in, I want to ask what purpose powers you in one word, because I actually do believe that whatever is at the core of you, whatever is the core purpose of you powers you, it becomes the engine that drives everything you do. So, one word, I'm going to challenge you, what is it?

Greg 01:09 Connection, I'm going to say connection. You know, it's something that I've always strived for, in everything that I do, and not only in my professional life, but also my personal life is how to meaningfully connect with people, places, nature, cultures, and really try to get a deeper understanding of how we are all connected in this world. And I find that it's a daily practice, it's something that I'm always thinking about is, how can I connect more deeply?

Amanda 01:44 Oh, I love it. That's so good. Connection, and story, they're kind of bedfellows, aren't they? I mean, that's really how we connect is through our stories. So Hemmings House, award-winning film production company, specializing in social change-making. What's the backstory? What was the spark that ignited Hemmings House?

Greg 02:06 Well, I mean, I've always been entrepreneurial, my whole life, I grew up in a little farm town outside of Woodstock, Ontario. And, you know, my dad, he was a school teacher, but he also ran a business on the side. And I used to work for him in the summers. And he taught me a lot about work ethic. And my mom was also very entrepreneurial. And I was always trying to figure out ways to make money. But I found myself, you know, going through high school, and just really getting passionate about storytelling, I was a terrible student, I actually failed grade 10 English, but I loved telling stories, I loved being around people that told stories. And I was fascinated by films. And I eventually found myself going to film school in Oakville, Ontario, Sheridan College, great school. And while I was there, I started my first business, which was called Supernatural adventures, and it was an adventure tourism company that focused on taking people out into nature and sharing stories. And it was really cool. Because what I started realizing is that the power of storytelling could actually help people transform their perspectives on things. And I started seeing that happening on these trips, where people would come out, maybe they were a little bit nervous about being in nature, maybe they didn't have a lot of experience. But by the end of the trip, they felt this deep connection, not only to the place, but also to the people they were with. And I realized that storytelling was the key ingredient in that. And so when I graduated from film school, I moved out to New Brunswick, because my wife is from here. And I started Hemmings House, basically out of the back of my car with a camera and a laptop. And I just started knocking on doors and saying, Hey, I'm a filmmaker, I love telling stories. Do you have any stories you need told? And that's how it started back in 2005.

Amanda 04:01 Wow, I love that. That's awesome. So you know, Hemmings house, you guys are a B Corp certified company, which for listeners who aren't familiar with B Corp, it really just means it's a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits, and charitable giving to supply chain practices, and input materials. We love B Corps on the purpose power brand podcast, you know, we feature them often, because they really are the gold standard for good business. Greg, why did Hemmings house decide to become a B Corp?

Greg 04:39 Well, you know, it's interesting, because when we started the company, we didn't know what a B Corp was, it didn't exist yet. But we always had this intention of using our business as a force for good. You know, we wanted to tell stories that mattered, we wanted to work with clients that aligned with our values, we wanted to create a workplace culture that was supportive and inclusive. And so when we discovered the B Corp movement, probably around 2010, 2011, it just felt like a natural fit. It felt like, wow, here's this community of businesses that are thinking the same way we are, that are using their business as a tool for positive change. And so we went through the assessment process, and we became certified in 2012. And it's been an incredible journey ever since. You know, it's provided us with a framework for measuring our impact, for holding ourselves accountable, for continuously improving our practices. And it's connected us with this amazing global community of like-minded leaders and organizations.

Amanda 05:40 That's awesome. And you know, it's interesting, because as you said, you started off with this intention, which I think is really key, isn't it? It's like, you have to have the intention first, before you can actually put it into practice. And the B Corp certification really just gives you that framework, that roadmap, that accountability structure, to actually live out the intention that you already had.

Greg 06:01 Absolutely. And, you know, I think that's one of the misconceptions about B Corp is that it's just this badge you put on your website. But it's so much more than that. It's really about embedding purpose into the DNA of your business, into your governance structure, into your operations, into your culture. And it's a continuous journey of improvement. You know, you have to recertify every three years, you have to keep raising the bar, you have to keep finding new ways to create positive impact.

Amanda 06:30 Yeah, exactly. And that's what keeps it vibrant, right? It's not just a one and done thing. It's actually this ongoing commitment to doing better, to being better, to making a greater impact. So storytelling, Greg, you know, it's at the heart of what Hemmings House does. And I think it's fair to say that storytelling is really at the heart of humanity, isn't it? It's how we make sense of the world, how we connect with each other, how we pass down knowledge and values. Why is storytelling so powerful, particularly in the context of business and social change?

Greg 07:05 Oh, man, storytelling is everything. You know, if you think about it, humans are wired for story. It's how our brains are literally structured. We process information, we make decisions, we form beliefs, all through the lens of narrative. And so when you can craft a compelling story, you can tap into that fundamental human wiring, you can connect with people on an emotional level, you can build empathy, you can inspire action. And in the context of business, storytelling is crucial for building brand identity, for connecting with customers, for engaging employees, for attracting investors. You know, people don't buy what you do, they buy why you do it, as Simon Sinek famously said. And storytelling is how you communicate that why. And in the context of social change, storytelling is perhaps even more critical. Because often, the issues we're dealing with are complex, they're abstract, they're emotionally charged. And stories have this unique ability to make those issues relatable, to humanize them, to foster understanding, to motivate people to get involved and make a difference.

Amanda 08:19 Yeah, it's so true. You know, facts tell, but stories sell, right? Or stories compel, stories move people to action in a way that just reciting facts and figures never can.

Greg 08:31 Exactly. You know, you can present all the data in the world about climate change, or poverty, or inequality. But it's the personal story of someone affected by those issues, or the story of someone working to create change, that's what really resonates, that's what captures attention, that's what inspires empathy, and that's what ultimately drives action.

Amanda 08:53 So Greg, you know, Hemmings House has worked with a lot of incredible organizations over the years, from nonprofits and social enterprises to purpose-driven corporations. What are some of the common threads you've seen in the stories that really connect and drive impact?

Greg 09:10 Yeah, that's a great question. You know, I think there are a few key elements that tend to make stories particularly powerful. First, authenticity is crucial. You know, people can sniff out insincerity a mile away. So the story needs to feel real, it needs to feel genuine, it needs to come from a place of honesty and vulnerability. Second, emotion is key. You know, as we talked about, stories connect on an emotional level. So you need to find ways to evoke empathy, to create connection, to make people feel something. Third, conflict and resolution are important narrative drivers. You know, stories often involve challenges, obstacles, struggles, and then overcoming those challenges, finding solutions, achieving transformation. That journey is what keeps people engaged. Fourth, focusing on people is usually more effective than focusing on abstract concepts. You know, putting a human face on an issue, sharing personal experiences, highlighting individual journeys, that's what makes a story relatable and memorable. And finally, a clear call to action is often essential, especially in the context of social change. You know, once you've connected with people emotionally, once you've inspired them, you need to give them a clear and tangible way to get involved, to contribute, to make a difference.

Amanda 10:34 Those are fantastic elements. Authenticity, emotion, conflict, resolution, people focus, and a clear call to action. It's like the secret sauce for impactful storytelling.

Greg 10:46 Yeah, absolutely. And, you know, it's not always easy to weave all of those elements together effectively. It takes skill, it takes craft, it takes a deep understanding of your audience and your message. But when you get it right, the results can be incredibly powerful.

Amanda 11:03 So Greg, you know, you've used the term social change-making to describe the focus of Hemmings House. What does that term mean to you? And why is it so central to your company's identity?

Greg 11:15 Yeah, social change-making, for us, is really about using the power of film and storytelling to inspire positive change in the world. It's about working with organizations that are tackling important social and environmental issues, and helping them amplify their message, connect with their audience, and mobilize support for their cause. And it's central to our identity because, frankly, that's what gets us excited. That's what motivates us. You know, we could make films about anything, but we choose to focus on stories that have the potential to make a difference, stories that challenge perspectives, that foster empathy, that inspire action. We believe that film is an incredibly powerful tool for social change. And we feel a responsibility to use that tool wisely and effectively.

Amanda 12:07 I love that. It's really about aligning your passion and your skills with your purpose, isn't it? It's finding that sweet spot where what you love doing, what you're good at, and what the world needs, all come together.

Greg 12:19 Exactly. That's the Ikigai, right? That Japanese concept of finding your reason for being. And for us, Hemmings House is our Ikigai. It's where our passion for filmmaking, our skills in storytelling, and our desire to contribute to a better world all intersect.

Amanda 12:37 So Greg, you know, storytelling isn't just about crafting narratives for external audiences, like customers or donors. It's also incredibly important for internal audiences, like employees. How can organizations use storytelling to build a strong culture, engage their team, and align everyone around a shared purpose?

Greg 12:57 Oh, absolutely. Internal storytelling is huge. You know, just like external audiences, employees are wired for story. They want to understand the company's mission, its values, its history, its impact. They want to feel connected to something bigger than just their daily tasks. And storytelling is the perfect way to foster that connection. So organizations can use storytelling in so many ways internally. They can share the founder's story, the origin story of the company, to build a sense of identity and legacy. They can share stories of employees living the company's values, to reinforce the desired culture. They can share stories of the company's impact, the difference it's making in the world, to inspire pride and motivation. They can use storytelling in onboarding new employees, to help them understand the company's purpose and culture from day one. They can use storytelling in leadership communications, to connect with employees on a more human level and build trust. You know, when leaders share their own stories, their own vulnerabilities, their own challenges and successes, it creates a much stronger bond with the team.

Amanda 14:10 Yeah, that vulnerability piece is so key, isn't it? It's like, when leaders are willing to be authentic and share their own journeys, it gives permission for everyone else to do the same. And it creates this culture of psychological safety, where people feel comfortable bringing their whole selves to work.

Greg 14:28 Totally. And that's where the magic happens, right? When people feel safe, when they feel connected, when they feel aligned with the purpose, that's when they do their best work. That's when creativity flourishes. That's when collaboration thrives. That's when you build a truly engaged and high-performing team.

Amanda 14:46 So Greg, you know, we've talked about the power of storytelling, the elements of impactful stories, the importance of authenticity. But let's get practical. If an organization wants to get better at storytelling, where should they start? What are some tangible first steps they can take?

Greg 15:04 Yeah, great question. I think the first step is really to get clear on your core message, your purpose, your why. You know, what is the fundamental story you're trying to tell? What is the change you're trying to create? What are the values that guide your work? Until you have that clarity, it's hard to craft effective stories. Second, identify your audience. Who are you trying to reach? What do they care about? What are their hopes, their fears, their aspirations? What kind of stories will resonate with them? You need to understand your audience deeply to tell stories that connect. Third, find your stories. You know, stories are everywhere within an organization. They're in the experiences of your employees, your customers, your beneficiaries. They're in the history of your organization, the challenges you've overcome, the successes you've achieved. You need to actively look for those stories, collect them, curate them. Fourth, think about the medium. How will you tell these stories? Will it be through video, through writing, through presentations, through social media? Different mediums lend themselves to different types of storytelling. Choose the medium that best suits your story, your audience, and your resources. And finally, practice, practice, practice. Storytelling is a skill, it takes time and effort to develop. So start telling stories, experiment, get feedback, learn from your mistakes, and keep refining your craft.

Amanda 16:40 That's fantastic advice. Clarity on purpose, know your audience, find your stories, choose your medium, and practice. It's a great roadmap for any organization looking to harness the power of storytelling.

Greg 16:52 Yeah, and you know, don't be afraid to ask for help. There are amazing storytellers out there, filmmakers, writers, consultants, who can help you find your voice, craft your message, and share your story effectively. Sometimes bringing in an outside perspective can make all the difference.

Amanda 17:09 Absolutely. You know, Greg, Hemmings House is based in Saint John, New Brunswick, which might not be the first place people think of when they think of a thriving film industry. Can you talk a little bit about the creative ecosystem in New Brunswick and the importance of building strong local communities?

Greg 17:28 Yeah, I love talking about New Brunswick. You know, it's a special place. And you're right, it might not have the same profile as Toronto or Vancouver when it comes to film. But there's an incredible amount of talent and creativity here. There's a really supportive and collaborative community of artists, filmmakers, musicians, writers. And there's a unique quality of life here, you know, a connection to nature, a slower pace, a strong sense of community, that I think really fosters creativity. And for us at Hemmings House, being rooted in this community is incredibly important. You know, we're committed to hiring local talent, collaborating with local artists, supporting local initiatives. We believe that building a strong local ecosystem benefits everyone. It creates opportunities, it fosters innovation, it strengthens the cultural fabric of the region. And frankly, it just makes it a better place to live and work.

Amanda 18:29 That's wonderful. It really speaks to the idea that you can build a successful, impactful business anywhere, right? You don't have to be in a major metropolitan center. You can create something amazing right in your own backyard, especially when you're deeply connected to your community.

Greg 18:45 Absolutely. And you know, technology has leveled the playing field in so many ways. We can connect with clients and collaborators all over the world from right here in Saint John. But having that strong local foundation, that sense of place, that connection to community, that's irreplaceable.

Amanda 19:03 So Greg, you know, you're not just a filmmaker and entrepreneur, you're also involved in various community initiatives, like Symphony New Brunswick, and the New Brunswick Youth Orchestra. Why is it important for business leaders to be actively engaged in their communities beyond just running their companies?

Greg 19:22 Oh, man, I think it's crucial. You know, businesses don't exist in a vacuum. We're part of a larger ecosystem, a community. And the health of our business is intrinsically linked to the health of our community. So when we invest in our communities, when we support local arts and culture, when we contribute to education, when we advocate for social justice, we're not just doing good, we're actually strengthening the foundation upon which our own success depends. And beyond that, you know, being engaged in the community is just enriching on a personal level. It connects you with diverse perspectives, it broadens your understanding of the world, it gives you a sense of purpose beyond just the bottom line. And frankly, it's often where you find the best stories.

Amanda 20:15 That's so true. You know, stepping outside of our business bubble and engaging with the wider community can be incredibly inspiring and eye-opening.

Greg 20:24 Absolutely. And you know, I think business leaders have a unique opportunity, and maybe even a responsibility, to use their resources, their influence, their skills, to contribute to the well-being of their communities. It's part of being a good corporate citizen. It's part of building a better world for everyone.

Amanda 20:44 Greg, you know, the film industry, like many creative industries, can be incredibly demanding, competitive, high-pressure. How do you maintain your own sense of purpose and well-being amidst those pressures? What are your practices for staying grounded and connected to your why?

Greg 21:04 Yeah, that's a really important question. And it's something I think about a lot. You know, the creative process can be exhilarating, but it can also be draining. And the business side of things definitely comes with its own set of pressures. So for me, staying grounded really comes down to a few key practices. First, connecting with nature is huge for me. You know, getting outside, hiking, paddling, just being in the woods or by the water, that's where I recharge, that's where I find perspective, that's where I reconnect with something bigger than myself. Second, spending quality time with my family and friends is essential. You know, those relationships are my anchor, they keep me grounded, they remind me what's truly important. Third, making time for creative pursuits outside of work is helpful. You know, playing music, writing, just tinkering with ideas, that helps keep the creative spark alive without the pressure of client deadlines. Fourth, reflecting on our purpose regularly is key. You know, reminding myself why we do what we do, revisiting the stories that inspire us, celebrating the impact we're having, that helps keep the motivation strong, even when things get tough. And finally, trying to practice self-compassion is important. You know, recognizing that I'm not perfect, that I'll make mistakes, that it's okay to not have all the answers, that helps take some of the pressure off.

Amanda 22:37 Those are wonderful practices. Nature, relationships, personal creativity, purpose reflection, and self-compassion. It sounds like a really holistic approach to well-being.

Greg 22:48 Yeah, you know, it's a work in progress, like everything else. But I found that prioritizing those things really does make a difference in my ability to show up fully, both in my work and in my life.

Amanda 23:01 Greg, you know, you've talked about the importance of connection throughout our conversation. In a world that often feels increasingly polarized and disconnected, how can storytelling help bridge divides and foster greater understanding and empathy between people?

Greg 23:18 Oh, man, I think storytelling is one of the most powerful tools we have for bridging divides. You know, when we share stories, especially personal stories, we invite people into our world, we allow them to see things from our perspective, to understand our experiences, our hopes, our fears. And that process builds empathy. It breaks down stereotypes. It reveals our shared humanity. You know, it's hard to hate someone when you know their story. And so, whether it's telling stories that highlight the experiences of marginalized communities, or stories that explore complex social issues from multiple perspectives, or stories that simply celebrate our common humanity, storytelling has this incredible capacity to foster connection, to build understanding, and to ultimately bring people closer together, even across deep divides.

Amanda 24:17 That is so hopeful. And it feels more important now than ever, doesn't it?

Greg 24:21 Absolutely. You know, in a world saturated with information, often misinformation, and soundbites, and divisive rhetoric, deep, authentic storytelling feels like an essential antidote. It's a way to cut through the noise, to connect on a human level, and to remind ourselves of what truly matters.

Amanda 24:42 So Greg, looking ahead, what excites you most about the future of storytelling and its potential for driving positive change?

Greg 24:50 You know, I'm incredibly excited about the democratization of storytelling that we're seeing thanks to technology. You know, more people than ever before have access to the tools to create and share their own stories, whether it's through video on their smartphones, or podcasts, or blogs, or social media. And that means we're hearing a wider range of voices, perspectives, and experiences than ever before. And I think that's incredibly powerful for driving change. I'm also excited about the growing recognition among businesses and organizations of the importance of purpose-driven storytelling. You know, more and more entities are realizing that they need to connect with their audiences on a deeper level, that they need to communicate their values and their impact authentically. And that creates a huge opportunity for storytellers like us to help them do that effectively. And finally, I'm just continually inspired by the resilience and creativity of the human spirit, and the endless capacity of stories to capture that spirit, to connect us, and to move us towards a better future.

Amanda 25:59 That's a wonderful vision for the future. Greg, thank you so much for sharing your insights and your passion with us today. It's been truly inspiring.

Greg 26:08 Thank you, Amanda. It's been a real pleasure.

Amanda 26:11 Greg, this has been an amazing masterclass in storytelling. Thank you so much. But before we sign off, in every episode, we want to leave our listeners with two practical purpose tips that they can apply today to power up their business and brand. What two tips would you share?

Greg 26:28 Okay, tip number one, I would say, is find your core story. Spend some time really digging deep into the why behind your business or organization. What's the problem you're trying to solve? What's the change you're trying to create? What's the fundamental belief that drives your work? Get crystal clear on that core narrative, because everything else flows from there.

Amanda 26:53 Love it. Find your core story. What's tip number two?

Greg 26:56 Tip number two is listen more than you talk. You know, great storytelling isn't just about broadcasting your own message, it's also about deeply understanding your audience, listening to their stories, their needs, their perspectives. So make listening a priority. Engage in real conversations. Seek out diverse viewpoints. Because the more you understand the people you're trying to connect with, the more effectively you'll be able to tell stories that resonate and make an impact.

Amanda 27:27 Hmm, that is powerful. Find your core story and listen more than you talk. Fantastic advice. Greg, thank you. Where can people connect with you? Where can they learn more about Hemmings house? What's your website call out?

Greg 27:43 Yeah, easiest place to go is Hemmings house.com. And within there, you're going to be, have an option to go to two of our other film brands one's called patio pictures, and that works exclusively with marketing agencies. Hemmings house is more direct client, but really focused on positive change making. And then Hemmings films is our television and filmmaking brand. Hemmings house.com is the place to go for all that. And you can find me easily on Facebook, Instagram. I'm not massive on Twitter on there. You'll find me there, but I'm not checking that very often. And yeah, reach out to me, Greg at Hemmings. house.com as well. Always happy to chat with folks.

Amanda 28:34 Awesome. Awesome, Greg. Thank you again for joining us today. It's been an awesome storytelling masterclass. Thank you for sharing your pearls of wisdom. And thank you for all you're doing in and through Hemmings house to make the world better for all.

Greg 28:47 Thanks a lot Amanda appreciate it.

Amanda 28:50 Thanks for listening to the purpose power brand Podcast. I'm Amanda Stassen. If you liked what you heard, be sure to share and subscribe on your favorite podcast player. We'd also love to hear what resonated with you or if you have a guest suggestion, drop us a line at info@bizu.co Special thanks to Mark Salam for original music and lead podcasting for production. Lastly, if you're ready to purpose power your brand to grow when and impact at scale. Let's talk visit www.bizu.co. That's www.bizu.co. Bye for...