Luke Buesnel, Content Director of Story League

Luke Buesnel is bringing journalistic storytelling back to content creation through Story League, a content creation platform providing videos, podcasts, and articles for businesses.

What’s your story?

I started my media career as a radio broadcaster in New South Wales before heading to university to study journalism and politics. Journalism saw me travel to Asia on several occasions to chase stories. It was here that I discovered the power of a quality story and how it can impact people. Unfortunately, journalism jobs are disappearing so I became a political media advisor in the Australian parliament. And after a brief career in corporate media also, I realized the time was right to go out on my own and bring journalistic storytelling back to content creation – through copywriting, podcasts and videos.

What excites you most about your industry?

Telling great stories – as simple as that. People have learned via storytelling for generations and it needs to be central to creating great content that gets consumed and remembered. With 5000 blogs and 300 hours of video content uploaded every minute, stories are what cut through a saturated market.

What’s your connection to Asia?

I have a strong connection to Asia, particularly Southeast Asia. For me, it’s been a regular holiday and work destination for years. I’ve worked with AirAsia, Movenpick Hotel Bangkok and written travel articles on Kuala Lumpur, Bali, and Thailand. Asia is a fascinating place and one continent I’m keen to live in at some point.

Favorite city in Asia for business and why?

Kuala Lumpur is buzzing with business-opportunity. Having visited the city 10 times over the last few years, I’ve seen the emergence of this city on the world stage. When I first went I saw a city finding its feet, now it’s ready to launch. My previous journalism work in Kuala Lumpur has seen me build relationships with business groups and organizations within Malaysia, I’m keen for Story League to capitalize on it.

What’s the best piece of advice you ever received?

“Be who you are. Not what they are,” from my father.  I’m a big believer in being different and unique and that’s the type of content Story League is producing for our clients.

Who inspires you?

I don’t take inspiration for “gurus”, more from everyday people who have achieved in the face of adversity. Inspiration for me comes from talking to people who are going against the grain and wanting to provide something different or better in their industry or field. This is where true success comes from. Money is a byproduct of their relentless pursuit of an idea, not their desire to have it.

What have you just learned recently that blew you away?

In his book The Power of Habit, author Charles Duhigg explains how much of American swimmer Michael Phelps’s success can be attributed to his good habits. The book suggests habits are a key reason for Phelps winning 23 gold medals, winning more gold medals than 108 countries, winning more than double the number of Olympic gold medals as the next most successful Olympian and setting 39 world records. The Power of Habit also has great examples of others, like Starbucks, who are using habits to succeed.

If you had your time again, what would you do differently?

I would have started in business earlier, although at 33 I wasn’t old. The interest in what Story League is doing continues to grow and every day I’m more encouraged by its progress. While still well placed, this makes me think the Story League could be further into our business journey. But being patient is all part of the journey.

How do you unwind?

If given the chance, I unwind by traveling. I’m Australian and Asia’s close proximity means it’s always a destination of choice.  While Asian cities are typically busy and not necessarily conducive to relaxation, I thrive in them. A simple wander through an Asian city at night is when I find myself most relaxed and at ease.

Favorite Asian destination for relaxation? Why?

My first visit to Thailand was in 2010 and I’ve since been back many times. Thailand has a curious mix of delicious food, vibrant culture, and interesting history. I love the night food markets – Rod Fai and others, the beach locations, MBK shopping center and I’ve even trained at a Muay Thai facility.

Everyone in business should read this book:

The Power of Habit by Charles Duhigg. This book proves habits are central to success in business and life.

Shameless plug for your business:

We’re a content creation agency that creates strategic and targeted copywriting, podcasts and videos that build your audience and convert them into loyal customers. Story League does this by identifying the topics your ideal customers want to engage with. We then work with you to create a strategy and produce content that is educational and entertaining, yet valuable to your ideal customers. When created strategically, consistent articles and blogs, podcasts and videos, eBooks, webinars and sales funnels can rapidly increase your brand and generate significant leads. If a client has got something meaningful to say and want it to generate significant leads, we believe we are their storytellers.

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This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder and CEO of MBH Corporation PLC. He is the author of two best-selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:

Download free copies of his books here:

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