The King's Court
“My vocation is to find the right way to tell the best stories.”
“The irony is that the key to great storytelling in sports has very little to do with what’s happening on the field or the game itself. It’s about an emotional connection for the fans.”
“I walk a lot, walking is my solace, it’s where I brainstorm. I listen to instrumental music. A lot of jazz. But all kinds of music.”
“The key to public speaking is always about generosity.”
Towards A Greater Goal
Justin Kingsley is a storyteller, an author of three books, a keynote speaker, and the mind behind the slogan for the 2010 Vancouver Games and the 2015 FIFA Women’s World Cup.
And those are just some of the projects he’s been a part of!
As you’ll discover on this episode, Justin’s passion for storytelling is only matched by his work ethic. His current vocational drive is set on filmmaking, in which he is busy as a producer, screenwriter, and director in projects currently at different stages of pre- and post-production.
He’s a travelling speaker and the founder of Makumaku.ca, where he helps people and organizations find the best way to tell the right story.
With Glowing Hearts
Justin is a natural behind the mic. We covered a lot of ground ranging from Justin and Scott’s love for basketball shoes, to the book that unleashed Justin’s inner storyteller, to some of his greatest failures, to what he looks for in creating an original, eye-and-ear catching campaign, and much, much more!
United As One
He’s someone who appreciates and searches for creative collaboration. Some of his co-creators over the years have been former UFC Champion Georges St-Pierre, the former CEO of Tangerine, Peter Aceto, and renown filmmaker Roger Frappier.
There is so much amazing stuff in this one, folks, and I’ll stop here or else you’ll think I’m making stuff up.
Jump in and enjoy Justin Kingsley on The SpiritBros Podcast!
Interested in spending some more time with Justin?
[4:17] Justin gives the SpiritBros some pointers on public speaking. “The key to public speaking to me is always about generosity.”
[6:22] On the topic of generosity and his book: “Le Livre Du Don.”
[7:17] “That’s another thing I find seductive: if not one else is doing it.”
[8:27] On trusting his instincts in the storytelling process. “My job, my vocation is to find the right way to tell the best stories.”
[9:27] What surprised him during the interview and research process for his book on generosity?
[24:27] Justin on his Ottawa roots and elevator etiquette.
[27:57] When did storytelling become a central part of Justin’s life?
[32:57] How did Justin deal with a major rejection from early in life? Also: On going from being an extremely shy kid to nearly the polar opposite.
[34:13] Scott opens up on some of his major challenges fitting into the schooling system as a child.
[38:27] Justin on being skilled at swearing.
[42:27] How did Justin learn to trust his gut? “It’s years and years of trying and failing.”
[45:07] On being ‘shushed.’
[49:47] “There’s Maurice Richard, and there’s Georges St-Pierre.” On his friendship with Georges, and what he has learned from working with him.
[52:57] On first getting the contract to work with Georges, and how he approached building Georges’ brand.
[55:57] “A brand communicates simply. It gets your attention in two or three seconds.”
[56:42] On why it’s important that brands be fact-based, and using Tiger Woods as an example of non-fact based brand building. “We live in a world, especially now, when people feel betrayed and lied to, they turn from you. And it’s hard to get them back.”
[1:06:27] “In today’s world, you have three seconds to make people do a double-take. Not five seconds, not ten seconds. That means you have to begin your communication with what is unique and what is different about that product.”
[1:08:57] Justin gives his take on the Nike campaign for Colin Kaepernick.
[1:11:27] Scott and Justin geek-out over shoes.
[1:15:27] Justin on having contributed to major sports campaigns throughout his career, including the FIFA World Cup and the Olympics.
[1:15:57] “The irony is that the key to great storytelling in sports has very little to do with what’s happening on the field or the game itself. It’s about an emotional connection for the fans.”
[1:16:12] On “To A Greater Goal,” the slogan for the 2015 FIFA Women’s World Cup.
[1:19:52] On using his mom to test a branding story around Georges St-Pierre that would generate an emotional connection beyond the core fandom.
[1:21:57] “Sports are one of the last remaining value propositions in the content world because the live broadcast of sports has value. Even when it’s five minutes late, I know it’s not live!”
[1:25:57] On the mindset in top-level performance.
[1:37:47] “A great idea is only great if it gets made.” On how to get ideas made.
[1:43:12] On transitioning from short to long-form projects, like writing books and directing movies.
[1:46:42] “All I want to do now is long-form storytelling.”
[1:51:27] On one of this current creative projects, writing a book called “The Mockingbird.”
[1:52:27] On making it through harder times and the tools that helped him do so.
[2:00:27] What’s the first thing he says to people when teaching about public speaking?
[2:02:13] The poem Justin recites to calm himself before public speaking.
[2:03:57] On his second book written about Peter Aceto, “Weology.”
[2:09:57] On the importance of education around food and his current role as an ambassador for ‘Moisson Montreal.’
[2:13:57] On the communities/tribes around him that inspire and sustain him.
[2:16:37] “I walk a lot, walking is my solace, it’s where I brainstorm. I listen to instrumental music. A lot of jazz. But all kinds of music.”
[2:17:27] On some of the mentors in his life.
[2:19:57] Peter and Justin geek-out on Lego.
[2:26:27] What is his vision or dream for 10 years down the road?
[2:27:47] What was Justin’s greatest failure?
[2:30:17] Justin on some of the ads he produced for 24CH.
[2:33:57] What advice does Justin have for the SpiritBros in terms of branding?
[2:34:42] En-Lightning Round.