Episode #5
Creative Glue S4 - Ep5 Host Scott Robinson | ft Troy Campbell
Join host Scott Robinson in this episode of Creative Glue as he sits down with Troy Campbell, storyteller, behavioural scientist, marketing professor and former Disney Imagineer, whose work explores the psychology behind stories, ideas and experiences that connect with people. Now Principal at Hiduke House and Chief Scientist at On Your Feet, Troy has built a career at the intersection of science and creativity. His work has taken him from global brands and major creative projects to local community initiatives, helping people and organisations tell better stories, design meaningful experiences and think differently. At the centre of it all is a fascination with people: how we think, what captures our attention, what creates emotion and, ultimately, what makes an experience memorable. In this conversation, Scott and Troy explore what actually makes a story a story and how combining creative intuition with scientific thinking can help us better understand why certain ideas resonate. Troy unpacks the psychology behind destiny narratives, the importance of causation in storytelling, and why understanding the needs, motivations and perspectives of an audience is fundamental to creating something that connects. They also discuss what success and failure can teach us about creativity, the dangers of assuming an audience sees the world the same way we do, and the challenge of creating space for creativity within large organisations. From storytelling and psychology to brands, experiences and organisational culture, this episode explores what happens when we look beyond how stories are told and start asking why they work. Available on YouTube, Spotify, and Apple Podcasts – search “Creative Glue podcast” or click the link below. thebox.com.au linktr.ee/thebox.com.au #CreativeGlue #Storytelling #Creativity #BehaviouralScience #CreativeProcess #HumanConnection #Collaboration #CreativeLeadership
