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Episode 69: The Importance of Content, Storytelling & Identity

Industry veteran Bobby Lehew provides tips for success.

As best-selling author Ann Handley once said, “Everything the light touches is content.” In 2021, that statement has never been truer. Content is everywhere, can be anything – and is made by almost everyone. With the advent of technology over the last few decades, making it accessible and ubiquitous, it’s easy to forget how a single piece of content with an authentic and engaging story can change the trajectory of your life. It’s a truth that’s not lost on Chief Content Officer Bobby Lehew of commonsku.

Bobby Lehew

“I cut my teeth on Counselor magazine.” – Bobby Lehew, CCO of commonsku

Almost 30 years ago, in a tiny breakroom at Robyn Promotions, Lehew devoured an issue of Counselor magazine from the Advertising Specialty Institute. An article with the title “A Million Dollar Salesperson” had caught his eye and struck a chord. “Wait, you can do that in this industry?” Lehew thought to himself. A seed for what would be a prolific career in the promotional products industry had been planted. Through grit and determination, Lehew worked his way up and eventually became the CEO of Robyn Promotions, leading him to acclaim as an industry expert in the company stores game, before taking a leap of faith and diving head-first into guiding communsku’s content marketing efforts.

In this episode of The Social Angle podcast, Lehew shares his thoughts on content, storytelling and identity through his own origin story as a promotional products professional with ASI Media’s Melissa Newman. “What material (content) sets us free is when we come to grips with our own unique identity,” says Lehew. It’s a fun and engaging episode, so get ready to dive in!

Podcast Chapters (only available on desktop)
06:59: Bobby cuts his teeth on Counselor magazine
15:00: Content that influenced Bobby’s leadership style
25:40: Bobby’s on TikTok
32:08: Amplifying diverse voices
40:06: Living vicariously through his favorite artists

Watch on YouTube

Ethan Hawke – Give yourself permission to be creative:

Books on leadership from Bobby’s bookshelf:

The Power of Habit
Good to Great
Onward
The Longtail