Tim Kalinowski, founder of Lore Creative, joins Mike Montague to unpack the storytelling strategies that actually connect with real people and how SMBs can use AI to amplify them without losing the human heartbeat of their brand. From five-star reviews as a narrative starting point to the “aha moments” that trigger buyer action, this episode explores how modern tools like AI can help you find your story, but not tell it for you.
You’ll hear how to test story arcs with AI, the psychology behind memorable content, and why Tim believes brand storytelling still drives the best results in a world obsessed with quick content and clickbait. If you’re a small business owner or marketing director trying to make your content feel more authentic, more scalable, and more effective, this conversation will change how you see both AI and storytelling.
What SMBs Can Learn from Tim Kalinowski About Storytelling, AI, and Marketing That Feels Like You
When I sat down with Tim Kalinowski, founder of Lore Creative, I was reminded of a quote I’d scribbled on my office whiteboard in big letters:
“AI can help you tell a story. But it can’t tell your story.”
And just like that, we hit the nerve of what SMB marketers are wrestling with right now: how to stay human when everything is speeding up.
This conversation was packed with wisdom for business owners and marketing leaders who want to scale with AI but not sound like robots in the process. So, I’m going to do what we do best here at Avenue9: break down the real, human-first lessons that matter.
Your Story Isn’t a Pitch, It’s an Experience
Tim started with this truth: “Every experience is a story waiting to be told.”
If your brand feels flat or forgettable, it’s probably not because you don’t have a good product. It’s because you’re telling a story that has no experience built into it. No human moment. No emotional connection.
That five-star review from your best client? That’s your story. Start there. What did they feel? What surprised them? What made them say, “I want more of this”?
That’s the core of a brand narrative that doesn’t just inform, it resonates.
AI Is a Soundboard, Not a Substitute
We both agree: AI is an incredible tool, but it’s not your creative director.
Tim said it best: “A lot of people lean on it as a crutch to just make something. But that usually falls flat.” Lore uses AI to test stories, validate messaging, simulate different tones, and identify gaps. That’s smart.
But AI can’t invent your customer’s emotional journey. It can’t feel the moment they finally trusted you. That’s your job.
AI is the amp. You’re the guitar.
Stories Work When They Create the “Hell Yes” Moment
Tim and I nerded out on what makes a story stick. We both love the moment when a prospect sees a piece of content and says:
“That’s me. That’s what I’ve been looking for. Hell yes.”
That’s when your marketing stops being noise and becomes momentum.
We talked about using storytelling to create those emotional “aha” moments, whether it’s a TikTok, an email, or a full brand video. Doesn’t matter if it’s 10 seconds or 10 minutes. If the story mirrors your buyer’s struggle and vision of success, you win.
You Don’t Need More Content. You Need to Repurpose Your Story.
One of my favorite parts of the episode was when Tim walked through how Lore turns a single conversation with a client into an entire content ecosystem.
Think about it:
- One interview becomes a blog
- That blog becomes a script
- That script becomes a video
- That video gets chopped into Shorts
- And the whole thing becomes the engine for your next campaign
That’s how SMBs scale like big brands, not by doing more, but by getting more from what’s real.
Your Marketing Isn’t Working If It’s Not Human
Too often, SMBs think they need to sound “bigger” or “more professional” to compete. But what actually cuts through? Truth. Simplicity. Clarity. Empathy.
Tim said:
“SEO without story is noise. Optimization without emotion is a missed opportunity.”
And he’s right.
Today’s best marketing isn’t about gimmicks or gimmicky tech. It’s about relevance, resonance, and being real enough to make someone feel like you get them.
That’s the kind of story people share. That’s the kind of story that scales.
Want the Full Story?
We covered way more in this episode—from brand voice testing to why AI marketing should feel more like choose-your-own-adventure and less like a sales script.
