How Storytelling Builds Trust, Wins Clients and Future Proofs Creative Businesses
Yours For The Making with Robin JohnsonShow Notes
What makes someone choose one creative business over another? In this episode of Yours for the Making, Robin Johnson sits down with filmmakers Sam Christmas and Agatha Appleton-Sas, founders of True Story, to explore the power of personal storytelling, brand films, creative identity and human connection. Sam and Agatha share how True Story was born during Covid from a desire to tell meaningful human stories rather than help large companies sell products. Together they discuss the process behind creating Johnson Bespoke's new brand film, the importance of discovering what makes a business unique, and why personal stories create trust in ways traditional marketing cannot. The conversation explores creative entrepreneurship, filmmaking, branding, authenticity, client relationships, the impact of AI on creative industries and why human stories are becoming increasingly valuable. Sam and Agatha also share advice for young creatives, lessons from their own careers and their belief that human connection will remain the foundation of successful creative businesses. Key Topics Covered How True Story was created during Covid Why storytelling matters more than traditional marketing The discovery process behind a powerful brand film How personal stories attract better clients Building trust through authenticity and transparency Why creative businesses should lead with people, not services The role of filmmaking in branding and business growth Human connection in an AI driven world Creativity, confidence and overcoming fear of failure Advice for creatives building their own business
Enjoying the show? Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world. Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love. Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.
Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts. Key Moments: 00:00 Why Sam started True Story during Covid 03:15 Meeting Agatha and building a creative partnership 08:09 Robin's experience creating a brand film 17:19 Why personal storytelling creates trust 21:58 The power of human centred filmmaking 25:01 How the film changed Robin's confidence in his business 27:27 Why people buy into people before products 31:15 Storytelling versus competing on price 38:27 The process behind creating a brand film 43:27 Why editing takes far longer than people realise 51:15 AI, creativity and the future of human storytelling 58:30 Human connection in a technology driven world 01:04:35 Advice for young creatives 01:09:02 Where to find True Story
More from Yours For The Making with Robin Johnson
In this solo episode of Yours for the Making, Robin Johnson answers three of the questions he gets asked most about building Johnson Bespoke: how the business grew, how he manages a team and clients, and how the company wins high value joinery projects. Robin shares how Johnson Bespoke expanded from himself and one employee to a team of 20 working across five workshops, with specialist facilities for CNC machining, veneer production and finishing.
Monique Lucas is the founder and presenter of The New Makers TV, a YouTube series dedicated to telling the stories of British makers, craftspeople and independent creative businesses. After working across interiors, homeware, textiles and content, Monique created The New Makers to give craftspeople a platform to show how their work is actually made and why it matters. In this episode of Yours for the Making, Robin Johnson and Monique explore the changing world of British craft, the realities of running a maker led business and the growing desire for handmade products as AI and mass production accelerate. Monique shares why understanding materials and production can help people make more intentional purchasing decisions, while the conversation tackles greenwashing, sustainability, social media, influencer culture and the pressure on makers to become content creators. Monique also reveals how The New Makers grew from fewer than 100 views per episode to one video reaching 54,000 views, and why patience, conviction and enjoying the creative process matter when building an audience online.
Interior designer Christian Bense joins Robin Johnson to explore how thoughtful interior design balances architecture, art, history and the personality of the people who live there. Christian shares his journey from South Africa to London, launching Christian Bense Interior Studio shortly before Covid and building a practice recognised by House & Garden. He explains why his studio avoids a fixed house style, how contemporary and traditional interiors can coexist, and why art, proportion, composition and architectural detail matter more than following trends. The conversation also explores designing period properties, creating interiors with longevity, managing residential projects from concept to completion and building a creative business without losing involvement in the work. Christian discusses plans for a furniture collection centred on timeless staple pieces, the thinking behind his interior design platform The Basic Principle, and the lessons learned from 14 years in the industry. Key Topics Covered ✦ Christian Bense’s journey from South Africa to becoming a London interior designer ✦ Building Christian Bense Interior Studio and gaining industry recognition ✦ Why the studio deliberately avoids a signature house style ✦ Combining traditional architecture with contemporary interior design ✦ Using art to create personal, characterful and layered homes ✦ Restoring character and respecting the history of period properties ✦ Designing timeless furniture instead of following interior trends ✦ Building a creative career while learning to enjoy the process
Robin Johnson sits down with woodwork artist Olly Fathers to explore how traditional marquetry, wood veneer and painstaking hand cutting become contemporary geometric art. Olly shares his path from studying fine art and working as an art technician to developing a full time studio practice with his wife, Emma. He explains how years spent installing major artworks, experimenting with woodworking and making art alongside freelance jobs shaped the artist he is today. The conversation goes deep into Olly's creative process, including his use of bog oak dating to around 2500 BC, traditional marquetry techniques, geometric patterns, optical illusion, natural wood grain and heat shading. He reveals the extraordinary planning behind A Drop in Time, including 452 individually cut sections and an approach that turned the remaining veneer into additional artworks with almost zero waste. Olly also opens up about pricing art, imposter syndrome, the risks of becoming fashionable too quickly and why he prefers a slow, steady creative career. He and Robin discuss the realities behind the art world, selling directly to collectors, working with galleries and interior designers, balancing creativity with business and why continually pushing into creative discomfort keeps the work developing.
What makes a building work for the people who actually use it?