Jennifer Cloer is no stranger to the transformative power of stories. As the founder of Story Changes Culture and creator of the acclaimed docuseries The Chasing Grace Project, Jennifer has long recognized storytelling as more than entertainment—it’s a force that shapes minds, moves communities, and shifts entire systems. Through newsletters, retreats, Book Club picks, and client campaigns, she’s creating a ripple effect of narrative-driven change that centers women’s voices and social impact. In this interview, she reflects on redefining success, turning away misaligned business, and the practice that helps her “Design Her Day.”
What inspired you to create Story Changes Culture, and how does your background with the Chasing Grace Project influence your work?
I was invited to keynote a women’s luncheon and had been wanting to explore how we change toxic or stagnant cultures—at work and in our communities. As I dug into the research, I quickly found evidence that storytelling is the only thing proven to change culture over time. That struck me deeply. I’ve been a professional storyteller and writer my entire career, and stories are how humans make sense of the world. It’s the only thing that can truly shift both behavior and perspective.
I created Story Changes Culture with that belief at its core. Today, we partner with clients who are positioned to create culture change in their industries. We produce narrative nonfiction content, curate a Book Club with game-changing titles, and elevate women’s voices in our monthly newsletter.
The Chasing Grace Project—a docuseries I wrote and created—absolutely shaped this path. It showed me how empowering personal narrative can be. I saw women transformed by telling their stories on camera. They walked away more confident—asking for promotions, demanding more pay, having hard conversations about labor at home. It reminded me of Joan Didion’s words: “I write entirely to find out what I’m thinking…what I want and what I fear.” We also tell stories to remind ourselves—and others—that we are not alone.
How did the pandemic impact your vision for Story Changes Culture, and what motivated you to expand into newsletters, media, and retreats?
Strangely, business didn’t slow down during the pandemic. If anything, it was booming. But we chose to slow down. Like so many others, we were reevaluating everything—our values, how we spend our time, where we want to focus. We didn’t have emotional energy to give to anything that didn’t feel meaningful.
That’s where the newsletter, media platform, and Book Club came in. They became an intentional way to bring together our Chasing Grace community, our clients, and new partners. Whether we’re discussing the Roe v. Wade repeal or Brat summer, we’re creating a space to hold culture-shifting conversations—and we’ve never needed that more than now.
Can you share a defining moment or challenge you faced while building Story Changes Culture and how you overcame it?
Turning away business that wasn’t aligned. That’s tough as a growing company. But doing so reminded me of the importance of retraining our scarcity mindset into one of abundance.
We’re often raised with a belief in scarcity—especially women. But when we trust in abundance, we open ourselves to greater opportunities. It’s adjacent to gratitude, and it manifests what we do want. Saying no to the wrong work makes room for the right people, clients, and collaborators to find us.
How do you ensure that Story Changes Culture remains a supportive and authentic space for women’s stories and community?
By talking to and listening to women daily. We hear stories of entrepreneurship, burnout, solo motherhood, leadership, vulnerability—and everything in between.
This summer, Gen Z women in our community brought up Brat summer and helped us unpack what it meant in real time. We featured it in our June newsletter and saw an incredible response. It’s moments like those that remind us to stay attuned, to capture the zeitgeist, and to remain curious.
What role does mental health play in the content and activities you offer through Story Changes Culture?
Mental health is at the core of what we do. It’s not just spa days and bubble baths—though we love those, too. It’s about the personal philosophies that guide how we protect our energy and honor our time. It’s about setting boundaries, claiming rest, and learning to value ourselves enough to say no. Women are often called to be everything for everyone. Mental wellness allows us to choose ourselves first—so we can do everything else from a place of wholeness.
How did your experience with the Chasing Grace Project shape your approach to storytelling and community-building?
It confirmed that story needs to be emotional. We connect with vulnerability, not perfection. Chasing Grace told stories of adversity and resilience—stories that helped women feel seen. That emotional thread is what makes a story land.
Whether it’s a survival story or a product launch, the narrative must move people on a human level.
How do you balance your personal well-being with the demands of running Story Changes Culture?
Every morning, after coffee, I write “Design Your Day” at the top of a blank notebook page. It’s my reminder that I’m in charge of how I spend my time. That ritual helps me prioritize what matters—work tasks, creative projects, movement, and personal connections. It’s a grounding practice that ensures my day reflects my values.
What has been the most rewarding aspect of creating a platform focused on women’s stories and community?
Meeting women. Hearing their stories. Learning about their struggles, wins, and how they show up for themselves. Despite our different backgrounds, there are always threads of shared experience that connect us.
How do you stay connected with your community and ensure their voices are heard and supported?
Through 1:1 outreach—texts, DMs, emails. While our newsletter and Book Club are core to our brand, they’re one-to-many. Those personal check-ins allow me to hear what’s really happening and help me spot trends or needs that deserve more visibility in our content.
What advice would you offer to other women looking to create a platform or project that supports and amplifies women’s stories?
Build with consistency. Keep showing up. Do the work even when no one’s watching. Create value, not just visibility. And trust that if you build an authentic space, women will come. Then watch the magic unfold when we support each other.
How do you handle the pressures and challenges of maintaining and growing a community-focused business?
By being honest about capacity. You can’t do it all—and you shouldn’t. Balance isn’t just a buzzword; it’s a boundary.
What impact do you hope Story Changes Culture will have on its community and the broader conversation about women’s stories?
It’s in our name: Story Changes Culture. When women’s stories are consistently told, they become woven into our cultural fabric. They influence the workplace, public policy, and how we understand our own lives. That’s the legacy we’re building.
Can you share any personal experiences that have significantly influenced your approach to storytelling and community-building?
Two major ones. First, being part of the open-source software movement. I helped found the Linux Foundation and shaped its community narrative. It taught me how distributed, collaborative communities could change entire industries.
Second, Chasing Grace. We raised over $500K, screened globally—from 30 Rock to Dynasty Typewriter in LA—and featured women whose stories cracked something open in all of us. It was timely, raw, and unforgettable.
How do you envision the future of Story Changes Culture, and what goals do you have for its continued growth and impact?
We’re expanding our work with individuals, companies, and communities that are disrupting their markets—from edtech and agtech to academia and entertainment. These folks are changing culture, and we’re helping them tell those stories.
Our core services include media relations and influencer engagement, but we’re increasingly helping clients create “anchor content”: books, TED-style talks, or docuseries that crystalize their message. That’s where our next chapter lies—helping visionary voices claim their space in culture, one powerful story at a time.
Connect with Jennifer Cloer and Story Changes Culture:
- 🌐 Website: trulykristi.com
- 📩 Newsletter: Subscribe Here
- 💼 Company LinkedIn
- 📸 Company Instagram
- 👤 Jennifer on LinkedIn
- 🐦 Jennifer on Twitter
- 📸 Jennifer on Instagram
