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The 5 Cs of Storytelling for Effective Communication, with Alex McKinnon

Episode 98

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Alex McKinnon inspires teams to build brand value through strategic innovation in design and marketing across products and services globally at start-ups to billion-dollar companies.

Over the past 30+ years, Alex has leveraged his innovation expertise to solve increasingly complex problems. His formative years in Design and Marketing in Spain were at Sara Lee and then Braun. Ten more years at Braun included roles of increasing global responsibility in Germany, Scandinavia, and the USA, achieving record growth in the health and oral care businesses.

Running Gillette’s toiletries business broadened his consumable products expertise. His subsequent leadership roles at Bell Sports, Sylvan Learning, and Hampton Products gave him invaluable middle market and private equity exposure and success. The last ten years have been exceptionally rewarding as Alex conceived, founded, and launched the award-winning Kinn brand of pet care products across B2B and B2C channels.

What you will learn in this episode:

  • What alarming research results led to the design and creation of the Kleanbowl from Alex’s company, Kinn Inc.
  • How the Kinn Kleanbowl offers a quadruple bottom line value proposition for pets, people, planet, and profit
  • What inspired Alex to write the article for Private Directors Association
  • The Five Cs for Storytelling as a Communications Strategy
  • Building brand value through strategic innovation
  • Why great storytelling can become a cornerstone of company culture


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