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Episode 5: Unlocking the Scientific Value of Your Disruptive Story

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“Everybody has a story. I firmly believe that,” emphasizes Josh Gryniewicz, Chief Narrative Strategist for Odd Duck. In this week’s episode of The Catalyst, Josh shares how to plot and tell your own disruptive story.

Stories keep everything moving. With the right story you can motivate and unify your team, influence the direction of your business, and reach your intended audience. Through story mapping, Josh helps clients to determine who their core audience is, what the building blocks of their story are, and how to share just the right pieces to achieve their desired result. That narrative can then serve as a script for your website, speaker presentations and social media marketing campaigns!

Tune into this week’s episode of The Catalyst for a conversation with host Dr. Lara Salyer and special guest Josh Gryniewicz about the importance of storytelling. Learn more about how to discover and share your story with your team and intended audience.

About Josh Gryniewicz, Chief Narrative Strategist of Odd Duck:

Josh Gryniewicz is the Founder and Chief Narrative Strategist for Odd Duck, a storytelling for social change consultancy. As a creative, he has applied his craft to writing, spoken word, filmmaking, comic books, and other medium. His nonfiction has been published in PopMatters, the Guardian, Huffington Post, and Medium.

Outside of these pursuits, Josh has spent his career in nonprofit, initially as a crisis counselor and later in external relations. For over a decade, he has worked in public interest communication. He served as the communication director for Cure Violence Global, an internationally renowned violence prevention program featured in the award-winning film The Interrupters. Josh helmed the rebrand of Integrate Health, a global health initiative in West Africa, and led communication efforts for Data Across Sectors for Health (DASH), a Program Office of the Robert Wood Johnson Foundation focused on national multi-sector data sharing to address social determinants of health.

In 2018, he founded Odd Duck to combine his passions of storytelling and social change.

In This Episode We're Talking About:

  • The scientific value of storytelling for learning, healing, social cooperation, meaning making, and problem solving.
  • The idea of a disruptive story as a paradigm shifting tool that helps reimagine what is possible in the world, which is invaluable to inventing a new normal.
  • The concept of a narrative framework as a tool for organizations and institutions to more effectively advocate their place in the world by combining concept branding, messaging, and change management.


  • “Narrative influences big C culture, influences lower case c culture. A shared team with unified vision that’s narrativized, so that everyone is on the same page and everyone can tell the story, is going to move a lot farther, a lot faster, together rather than when you have everyone is sort of bought in to what we’re kind of doing and all together.”  (9:38-10:05)


  • “Everybody has a story. I firmly believe that.” (15:51-15:55)


  • “Where I would start with helping someone to figure out what their disruptive story is and how to actually articulate that is to actually find out, ‘What is the change that you’re trying to facilitate?’…The stories themselves, there’s concrete building blocks to them…One of the concrete building blocks is a sense of movement. I’m not a traditionalist in the sense that a story has to have a beginning, middle, and end. What my takeaway is…we just need a sense of movement. By virtue of being living, breathing beings, we have a sense of movement.” (16:24-17:27) 


  • “The end result should be that you have a script that you can apply to anything you want to articulate your story.” (37:57-38:06)


  • “A lot of the mistakes that I see more often is people overwriting. So sharing everything…Narratively, that’s not gonna hold. It’s going through and finding the pruning…You tell more with less. It’s helping train people to be able to do that piece.” (43:33-44:27)

Links for this Episode:

Connect with Josh Gryniewicz:

Website: Odd Duck’s website!

Connect with Dr. Lara Salyer:

Thank You For Listening!

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About The Catalyst Host, Dr. Lara Salyer:

I worked as a family physician for 15 years until burnout changed the trajectory of my career. I realized I wanted to start a holistic functional medicine practice in my rural hometown and made it happen. In addition to practicing functional medicine, I now mentor practitioners who are looking to change their paths in healthcare by using what I refer to as the “Catalyst Roadmap”. I share each step of this framework with listeners so that they may apply it to their careers, relationships, personal goals, and projects. 

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