Leadership Story Talks | Shifting the Story from Product to Client with Charles Bernard Artwork

Narativ Leadership Story Talks

Leadership Story Talks is a podcast hosted by Jerome Deroy, CEO of Narativ, and Julienne Ryan, business author, communication and HR specialist, and frequent Narativ training contributor.In each episode, Jerome and Jules discuss the practices that engage, motivate, develop, retain, and attract people to businesses, whether these are your customers or your employees. Their principles and tools are based on real world stories that leverage listening and storytelling to become a better leader and management professional.

All Episodes

Narativ Leadership Story Talks

Leadership Story Talks | Shifting the Story from Product to Client with Charles Bernard

June 23, 2025 • Narativ Inc

In this episode, Jerome Deroy and Julienne Ryan sit down with Charles Bernard—sales improvement expert, keynote speaker, and founder of Criteria for Success and Calavia. Charles brings more than two decades of experience helping organizations align their strategies with the modern buyer’s mindset. His mantra? Enable buying in a world of selling.

From a chance encounter in a corporate elevator to leading multi-million dollar deals, Charles shares the origin story that launched his sales career—and the powerful moment of advocacy that changed his life. His story underscores a central theme of the episode: the power of being seen, supported, and given a seat at the table.

You’ll hear:

The difference between selling and enabling buying—and why it matters
How asking “What does the buyer need to buy right now?” changes everything
Why shifting your story from product features to client impact drives results
The importance of combining philosophy and mechanics in leadership
How one client saved millions in healthcare costs by reframing their sales pitch
How structured storytelling builds connection and culture across teams

From sales to leadership to team dynamics, Charles illustrates why context, clarity, and authenticity are the real game-changers.

🔗 Resources mentioned:

www.criteriaforsuccess.com
www.collavia.com

linkedIn posts by Charles Bernard: https://www.linkedin.com/in/charlesbernard1/

Narativ’s online course in partnership with New Mexico State University Global Campus:
Lead With Your Story (self-paced, on-demand course)
Podcast listeners get 25% off - Use code NARATIV → Register Here

Learn more about how to leverage Narativ’s storytelling method for your pitch and sales team: Download our free e-book, or you’re welcome to schedule a free 15-minute call with Jerome.

Please join our mailing list to stay updated on all our latest episodes and events.

EMAIL Jerome@narativ.com
LINKEDIN https://www.linkedin.com/company/narativ-inc
TWITTER @narativ

Buy Julienne’s book here