Thursday, October 15, 2026

8:00 AM - 1:30 PM

The Poppy Estate (formerly Company 251`)

251 S River St, Aurora, IL 60506

(limited to 20 guests)

As a leader, you are charged with carrying your company’s story forward.

Back to Story invites business leaders to set aside tech and explore their company stories as value creation.

It’s easy to drift from your company’s story, to look out there, where the world moves fast, for your company’s narrative. Yet, a leader is the first carrier of that story. How else can your team own it, believe it, share it?

In reality, a company’s story is often told through the lens of its salespeople. Sales and marketing can sometimes be more adversaries than partners so salespeople figure it out. The pressure to perform is immense.

The results: A brand becomes harder to remember, the company less valued.

Successful companies share a united story. Red Bull, Loopy Cases, Illinois Tool Works are examples. Story drives decisions. If you asked people at these places why the company exists, they would know the answer.

These companies create value by putting their story to work. So can you. Welcome to the only executive story summit for remarkable leaders from companies with a story to tell.

In fact, you are the storyteller. Tables and chairs, not theater-style seating, create an intimate space for big conversations, both rare and discreet. A limited number of seats allow honest discussions among peers.

Sometimes, stories we think are not worthy come alive when seen through the eyes of others. Creating value from your story changes the world for customers, employees, industry partners and the community.

Time to get back to story.

Agenda

Once upon a time begins here . . .

Registration and light breakfast                                                              8 - 8:30
Welcome: The World at 50,000 Feet                                                         8:30
Sasha Papazafeiropoulos, The Unexpected                                               8:45 - 9:05
Power of a Placemat: Setting the Story Table in Business
SESSION I: We Are the Authors                                                                  9:05 - 10:05
Story Talk 01: From Trade Shows to Conference Room: What Story 
Is Your Physical Space Telling?
Story Talk 02: Putting Your Most Unexpected Transformation Story to Work
One Story Unites: Creating Your Worldview Exercise                                10:05-10:25
SESSION II: Legacy’s First Draft                                                                   10:30-11:30
Story Talk 03; When the CEO Posts, Brands Make New Friends 
Story Talk 04: Authority, Emotion: Building a Unified Story for Sales and Marketing for Deep Customer Trust  
Story Micro-Inspiration                                                                               11:30-11:40
The Long Table Lunch                                                                                  11:40-12:40
Panel Discussion: Increasing Valuation Through a Compelling Story:          12:40-1:15
Does Giving Meaning to the Numbers Command a Higher Value?
One Final Question                                                                                        1:15-1:30

$150/person

Register

Nancy Munro

“Emotion and authority matter, but only one decides the deal.”

Founder of Verbal Transactions. Nancy pioneered the first podcasting platform and voice-enabled technologies in the corporate training space and launched an interactive role-playing simulator measuring words and how they were being said. She guides sales and marketing teams to sell more and has helped brands like CVS, AT&T and HP align performance, structural capabilities and rev goals. Nancy is an expert sharer after growing up on a dairy farm with 12 siblings.

Session: Authority, Emotion: Building a Unified Story for Sales and Marketing for Deep Customer Trust

Business value takeaways:

  • Shorten the sales cycle with high-emotion narratives and one unified story across sales and marketing

  • Use story to overcome price sensitivity and build trust

  • Turn interaction into measurable reach

Laurie Swanson

“The #1 overlooked story for companies is failure.”

Founder of InspiHER Tech. Laurie guides women connected to tech and product toward taking action for a fulfilling career and life. Nationally recognized TEDx speaker and a Career Wayfinding Coach with 25+ years of tech recruiting experience, Laurie leads Career Alchemy Academy, the only community connecting authentic self with career transformation through tactical and spiritual guidance.

Session: Put Your Most Unexpected Transformation Story to Work

Business value takeaways:

  • Increase deal velocity and brand differentiation with human to human storytelling

  • Build customer and client trust, engagement

  • Learn a framework for turning failure stories into transformation stories

Christian Surtz

“Journalistically and cinematically weaving bits of stories together makes your brand genuine.”

Founder of SurtzMedia, an Emmy-nominated creative studio. Christian directed the feature documentary “Leo XIV, A Documentary Film” after spending 11 days as part of the press corps traveling with Pope Leo in Africa in April 2026. Christian began filming on the day Leo was elected, visiting his hometown, former parish, and childhood home. He spoke with more than 100 people who knew Leo before he became Pope. His aim was to tell the story Leo is “too humble to tell."

Back to Story Cinematic Journalist and Story Inspiration Speaker

Business value takeaways:

  • Looking at your company’s story as a cinematic experience

  • Exploring your company’s story at the crossroad of journalism and cinema

FEATURED STORYTELLERS

Andrea Pikscher

“Your first hello happens when people look you up.”

Founder of Ace Social Media. Millennial mom who gets the value of time and frees it up for small businesses + non-profits. Efficiency ninja while giving clients a bigger voice in the world. Launched an online business network for theater pros that was later acquired. Expert at theater production on and off stage. Andrea studied musical theatre at Millikan University and is an expert at the art of improv in business scenarios.

Session: When the CEO Posts, Brands Make New Friends!

Business value takeaways:

  • See examples of CEOs who do social well – and those who don’t

  • Increase human connection for your company through an active leadership social media strategy

  • Make your worldview stand out to attract right-fit investors and industry partners

  • Attract talented people who believe in your company’s mission

Gabriela Rodil

“Open up space for people who value what you value.”

Founder of Gabriela Rodil & Co. Gabby is an award-winning entrepreneur, international speaker, author, and gifted CFO with deep expertise in financial strategy, systems management, and Merger & Acquisitions. She is originally from Brazil, speaks six languages, and has lived and worked in more than 20 countries.

Panelist: Increasing Valuation Through a Compelling Story: Does Giving Meaning to the Numbers Command a Higher Value?

Business value takeaways:

  • Explore the impact of story on selling a company

  • Nail your vision story to increase believability from potential buyers and investors

  • Build a strong M&A position with a compelling story

  • Get past the blind spots we all have about our stories

Jason Pikscher

“Everything is theater.”

Founder of Pikscher Perfect. Jason is known nationally as an expert in the design, build, and installation of live, experiential and immersive events. As the former Technical Director for the Paramount Arts Centre in Aurora, he has created sets for many award-winning performances. He believes team spirit builds better companies ad oversees a team of 50+ fabricators.

Session: From Trade Shows to Conference Rooms: What Story Experience Are You Really Creating?

Business value takeaways:

  • Reframe how your brand experiences communicates your story, culture and values

  • Build stronger, deeper relationships – from greeting to goodbye

  • Get curious about the intangible business value a deeper experience creates

Ted Knorring

“Selling a company? Share a story people can believe in.”

In 1953, Edward Knorring launched B-O-F Corporation as a merchandising rep firm to help grocers maximize product delivery at shelf level. Today, the Aurora-based company is one of the top producers of gravity flow shelving systems. Ted sold the company some two decades ago. Learn from his retrospective insights about story while selling a company you’re passionate about.

Panelist: Increasing Valuation Through a Compelling Story: Does Giving Meaning to the Numbers Command a Higher Value?

Business value takeaways:

  • Explore the impact of story on selling a company

  • Nail your vision story to increase believability from potential buyers and investors

  • Build a strong M&A position with a compelling story

  • Get past the blind spots we all have about our stories

Roderick and Michele Kelly

“Your story matters.”

Cofounders of K+L Storytellers. A newsman who loves a good story, Roderick has interviewed U.S. presidents and celebrities (Dolly Parton was his favorite!). He is a former Copley Bureau Chief and Motorola PR Exec. Michele has ghostwritten 4 books and published one. She is an Italian mama of three first and foremost. Together, they help bold brands tell one, unified story everyone in the company can believe in and share. This simple 2-page worldview framework drives their work in creating media placements, blog content and thought leadership with focused messaging.

Roderick and Michele are honored to be your hosts, moderators and poets for Back to Story.

Business value takeaways:

  • Craft your worldview at Back to Story

  • Enjoy a laugh or two, take solace you are not alone as a leader, find courage in shared stories and walk away believing that you have everything you need to be successful. You have your story.

Back to Story is generously made possible by The Poppy Estate, a luxury event venue bringing remarkable stories to life.

Leaders Walk In,
Storytellers Walk Out

  • Learn from expert storytellers and unpack stories with peers.

  • Identify the #1 differentiator shaping your story: your worldview

  • Be part of the brand launch with keynote speaker Sasha Papazafeiropoulos, founder of The Poppy Estate, a historic space where Back to Story takes place

  • Get the Back to Story Playbook emailed with templates, frameworks and executable next steps from all four Story Talks

  • Luxury lunch and story sharing at the Long Table Lunch™ inspired by the Italian author Dante. Served family style, with seating chart.

  • A special Back to Story gift

2026 Theme: “One Story Unites”

The theme for Back to Story I is One Story Unites, with a focus on building community under a united story, aligning your team, building trust with customers, streamlining decisions and making your brand memorable.

Back to Story is a production of K+L Storytellers, a story design company for bold, rebel brands.

“No other company in the entire world has your story. It is both beautiful and broken. Own it. Take pride in it. Struggle with it. Share it everywhere. People will trust you when they know your story.”

-Michele Kelly
Italian Mother of Three, published author
and cofounder of K+L Storytellers