Summary

In this episode of the Web Usability podcast, host Lucy Collins speaks with Grace Carter, founder of the Metamorphose Group, about her journey as a storyteller and entrepreneur. They discuss the importance of creating inclusive and impactful campaigns, the evolution of Grace's businesses, and her mission to empower women and change the world for future generations. Grace shares her personal experiences and insights on the challenges and triumphs of being a mother and a business owner, emphasising the need for authentic storytelling and community building.

In this conversation, Grace shares her journey of using storytelling to create impactful social change, particularly focusing on the emotional narratives surrounding loss and the experiences of female entrepreneurs. She emphasises the importance of empathy, vulnerability, and normalisation of difficult conversations in fostering community and support.

Through her campaigns, she aims to challenge existing structures that hinder women in business, advocating for a more inclusive and understanding environment. Grace's vision is to leave a lasting legacy that inspires future generations to embrace their truths and fight for meaningful causes.

Takeaways

• Authenticity is important in business.
• Creating campaigns that resonate emotionally is key to success.
• Entrepreneurship can empower women and young girls. The urgency of action can drive impactful storytelling.
• Harnessing raw emotion can create powerful narratives.
• Empathy is a crucial tool in connecting with audiences.
• Vulnerability in conversations fosters deeper connections.
• Normalizing difficult conversations can break down taboos.
• Community building is essential for collective change.
• Challenging the status quo is necessary for progress.
• Leaving a legacy involves creating positive change.
• Authenticity in storytelling resonates with audiences.
• Finding purpose in work leads to fulfillment.

Sound Bites

• "Stories are integral for human connection."
• "The butterfly symbolises transformation."
• "We need to create human connection."
• "We need to create a second video."
• "Empathy is the key thing."
• "We have so many taboos."
• "I just think it's so important."
• "Life is so short and finite."

Chapters

00:00 Introduction to Web Usability and Grace Carter

07:09 The Evolution of the Metamorphose Group

14:59 Empowering Women Through Entrepreneurship

20:54 Creating Impactful Campaigns

22:20 The Urgency of Action

25:34 Harnessing Raw Emotion in Storytelling

27:32 Empathy as a Powerful Tool

30:12 The Importance of Vulnerability in Conversations

33:02 Normalizing Difficult Conversations

37:38 Challenging the Status Quo for Female Entrepreneurs

42:10 Leaving a Lasting Legacy

Learn more about Grace and her work here:

Grace’s Linkedin: https://www.linkedin.com/in/grace-carter-aphra/

Aphra: https://www.weareaphra.co.uk/

Business and Babies: https://www.businessandbabies.co.uk/