Brian Crombie Radio Hour - Epi 1537 - Your History Is Your Asset: Business Storytelling, Heritage, and Trust with Joanne Archibald

As the year winds down, The Brian Crombie Hour takes a thoughtful look at how the past can inform the future — in business and beyond. Brian Crombie is joined by Joanne Archibald, PhD, Canadian historian and founder of Livy Consulting, for a deep dive into why organizational history is one of the most underused assets in today’s marketplace. Joanne works with Canadian companies that have rich archives but struggle to turn them into meaningful narratives. In this episode, she explains how heritage can strengthen branding, marketing, internal culture, and trust — and why authentic storytelling resonates more than ever in a crowded, noisy world. The conversation also explores Joanne’s transition from academia to entrepreneurship, the challenges of building a purpose-driven consulting firm, and what Canada’s historical identity — including lessons from figures like Prime Minister Louis St. Laurent — can teach organizations about leadership and legacy. A smart, reflective episode about identity, storytelling, and using history not as nostalgia — but as strategy.