06 Aug Your Story Comes First: Why Planning Begins With Deep Listening
At StoryOne, everything starts with a story. Specifically, yours.
In the second episode of the StoryLens podcast, StoryOne partners John Christensen, Cameron Bond, and Kenny Conklin reflect on how StoryOne came to be, why the name matters, and what it truly means to lead with heart in the world of wealth planning. They also take listeners inside the StoryLens process, revealing how they help families navigate complex financial and relational dynamics with wisdom, care, and intention.
A Name Rooted in Purpose
Before StoryOne was StoryOne, it was “Project Narwhal,” a playful nickname inspired by the unicorn of the sea. But as the vision for the firm matured, so did the search for a name that could carry the weight of its mission.
That name came into focus with the help of The Eden Option, a book that proposes two paths for each of us: Story One and Story Two. Story One represents the story God writes, the path of calling, meaning, and alignment. Story Two is the version we script for ourselves. For John and Cameron, the name “StoryOne” became a powerful invitation to help families lean into their true story, one rooted in faith, purpose, and stewardship.
“We don’t start with balance sheets or tax returns,” Cameron shares. “We start with what brings a family’s heart to life. That’s Story One.”
From Listening Comes Clarity
Out of this heart-first philosophy came the StoryLens process, a discovery framework designed to go far deeper than traditional financial conversations. While many advisors lead with numbers, StoryOne starts with relationships. They ask questions like: What keeps you up at night? What legacy are you building? What values do you hope to pass on?
“The first answer a client gives is rarely the full story,” John explains. “We take the time to go several layers deeper. That’s where the real insight lives.”
The StoryLens process combines emotional understanding with technical rigor. From analyzing a family’s estate documents to uncovering long-standing dynamics that impact decision-making, the StoryOne team creates a foundation of clarity before designing any strategies. This patient approach helps avoid costly missteps and ensures every solution aligns with a family’s unique vision and values.
Seeing the Invisible Forces at Play
One of the most powerful parts of the StoryLens process is the space it creates to examine family dynamics, those often unspoken tensions and traditions that shape a family’s choices.
Cameron recalls moments where a seemingly small hang-up in decision-making revealed something much deeper. “Sometimes we realize a family is struggling to move forward because they feel like replacing an old trustee dishonors their father’s legacy. But when we understand the root, we can frame the conversation differently. What was your father’s intent? How can you honor it in a way that still works today?”
By leaning into these invisible forces such as emotion, loyalty, and legacy, the StoryOne team helps families find alignment and unlock wise, forward-looking decisions.
Charitable Giving That Reflects the Heart
Another key theme in the episode is charitable giving, not just as a tax strategy, but as an expression of identity and purpose.
The majority of StoryOne families are charitably inclined. Many give during their lifetimes, while others establish long-term philanthropic structures. Donor-advised funds (DAFs) are a popular tool, offering flexibility and tax efficiency while allowing families to support causes that matter most to them.
But managing a DAF is about more than numbers. “It’s about governance, clarity, and communication,” John says. “We often help families articulate their giving philosophy so future generations can carry it forward with confidence.”
From helping a family gift a vacation home into a DAF to guiding them through multi-generational giving boards, StoryOne’s approach ensures giving is both impactful and sustainable.
Planning with Grace and Truth
Ultimately, the StoryLens process is not about perfection. It is about listening well, planning wisely, and holding space for both truth and grace.
“We speak truth with compassion,” Kenny says. “And we understand that sometimes the right decision on paper is not the one that brings peace to a family. Our job is to walk with them and help them make decisions they can feel good about, today and 100 years from now.”
Whether a family is just beginning their wealth journey or stewarding a legacy built over generations, the StoryLens process creates space for transformation. It reminds families that their wealth is not just about what they have, but about who they are and where they’re going.
Stay Connected
Stay connected with the StoryLens Podcast for future conversations. Your story is anything but ordinary—and that’s exactly where we begin.