Stuck In Your Story – The Risk Of Racing In Circles

Kevin Bulmer | Stuck in Your StoryStuck In Your Story

The Risk of Racing in Circles

The Questions:

How do we attract more customers, members, sponsors, donors, participants or volunteers? How could people not know about us by now?

How do we differentiate our business, group, organization, association or committee from all the others we’re being compared to? Why isn’t this working?!?!

What it’s about:

The racing analogies help us to understand the multiple perspectives it takes to grow and communicate a business and how easy it is to get trapped into the cycle of doing the same thing over and over and expecting a different result: racing in circles.

We must understand the paradoxical nature of having to know our business inside out but then realize that the people we’re looking to attract are not reading from that same story. They’re concerned about their own story, not ours. Therefore, if we want their attention, it can’t be about us. It’s about them.


How it can help:

“Stuck In Your Story” will help you identify what your “story” is, who it’s really for, why it exists in the first place and how to set yourself up with the multiple perspectives we all need for short or long-term success, along with a simple but effective system to evaluate and measure it along the way.

Too many of us are set on “transmit” instead of “receive.” We’re not listening. And we’re missing opportunities as a result. It’s an easy trap, because it’s what we see everyone else doing.

In this presentation, Kevin shares the experience of his (somewhat accidental) meteoric rise in the business of stock car racing, why he had so much incredible success and, ultimately, how and why he crashed. Using motorsports as a fun and relatable metaphor, Kevin illustrates how that experience – along with his rich first-hand history in small business, sales and marketing in the time since – has shown him how some very common challenges catch so many businesses, organizations and individuals in the same trap: racing in circles.

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Contact Kevin Today to Check Availability

Call: 226-884-7129| Email:

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What We’ll Cover:

Kevin Bulmer at Delaware SpeedwayIdentify Your Storytelling (“This Is How It’s Done”) – In racing, as with most every business category, there were certain things you “didn’t do,” other things you simply “couldn’t do” and then an entire series of things you “had to do,” if for no other reason but because that’s “just what we do.” Kevin will share some examples to get you thinking about what those are in your organization.

What stories are you telling yourself? (hint: they sound like this: “That’s not the way we do things.” “That won’t work because …” “We already tried that and …”)

Examples of Storybusting (“That’ll Never Work” … except it did) – Here we’ll recount several examples of “doing what can’t be done” – some serious story-busting!

What stories of yours are waiting to be busted?

Examples of Busted Storybusting (“Well … That Didn’t Work” & How They Help Too!) – In the sake of fairness and fun, we’ll go over some examples of some things that didn’t work out so well, what was learned, and how that helped going forward.

What “busts” have you had? What learning did you extract from it?

The “Wow!” Frustration, and What To Do About It – The place had been there 50 years+ and every single week, people would say, “Wow! I had no idea it was here.” That was nice and frustrating all at the same time.

What’s the “Wow!” in your business that drives you nuts?

The Ad Trap: An Awful Mistake Most Small Businesses Make – Sharing examples of wasted advertising expenditures, paying all sorts of money to say all sorts of things that meant nothing except to anyone already stuck in the story. We’ll also share examples of finally getting it right, and how the power of the collective fear of “the story” ended up wrecking it and bringing it right back where it was.

Are you in the ad trap? How can we get you out?

The Mixed Blessing of Legacy – For one of the first times in our history, legacy might actually hurt as much as it helps in gaining the attention of new generations of consumers and decision makers. History can be hip, or history can hurt, and it’s a high-wire all business people must learn to walk.

Are you late to innovate, hiding behind legacy?

Stories Collide – Kevin will share the great irony of how and why he ultimately felt he couldn’t stay in the business and left. He couldn’t see how much h’d helped change the story … because he was too stuck inside his own.

Could stories be colliding inside your business, slowing you down?

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Ideally suited for:

Small businesses, organizations and entrepreneurs looking to have a better understanding of their ideal market, their message and how best to creatively and effectively communicate and grow their business.



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Kevin’s Been There:

Kevin Bulmer at Delaware SpeedwayIn 1998, Kevin co-created, sold and produced a weekly radio talk show called “The Pit Crew” with his friend Mike Kilbreath. Sold-out before its first show, it went on to become a major hit, connecting Kevin with businesses in the industry, including the operators of Delaware Speedway, who hired him first as a track announcer and then as Sales & Marketing Director. He later became General Manager. The following year, the track was nominated for Small Business of the Year by the London Chamber of Commerce.

During that time, Kevin also announced for the CASCAR Super Series (now the NASCAR Pinty’s Series) at renowned venues such as Mosport International Raceway and the Toronto Molson Indy. He contributed columns to Inside Track Motorsport News, the Sarnia Observer and the Forest Standard over a period of several years.

In his time in the motorsports, Kevin worked with several top brands, including Coca-Cola, Budweiser (Labatt), NASCAR, Cintas, Carquest, Mopar and many others to activate multi-level sponsorships, ad campaigns and corporate hospitality.

In the time since, Kevin has worked directly with businesses on their marketing and advertising and has seen that most of the challenges he ran up against in his time in racing are fairly common. This presentation was created to help.

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 “Safe is risky.”

– Seth Godin

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Contact Kevin Today to Check Availability

Call: +1 226 884-7129 | Email:

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What People Are Saying About “Stuck In Your Story”

“We had such a positive feedback about your talk. It was an eye opener for us with regards to the  challenges our club is facing right now. We need more speakers like you; you are on point and you have  significantly  touched  the topic our members need to hear.”
– Dr. Grace Carbilledo, President of Rotary Woodstock-Oxford

“You did a great job with your presentation. Everyone was impressed and I had many good comments from what you shared. Well Done!”
– Doug Vincent, Rotary International, United Nations Representative (Zone 24) & RCMP Federal Police Advisor