28. STORYTELLING How to use stories to reach 115M people without ads and collect 1.7M€+ of donations (Paul Goodenough, Rewriting Extinction)

Mission First - Entrepreneurs for future

May 4 2022 • 1 hr 11 mins


How can we make people more aware of the extinction risks on the animals of this world, get people to care about it, to change, and also to raise money to protect these animals?

My guest today, Paul Goodenough realized that environmentalism is too often not something on the menu. People are too caught up in their everyday lives, they don’t have the time, they do not know how to help.

So he came up with Rewriting Extinction, a comics book collection with stories to change the world. In a few frames, their comics help you understand the issue, relate to it, and get a tangible action you can take today.

Their mission is simple: change, protect, restore, inspire.

With his mission, Paul has managed to attract a panel of stars like the comedians Ricky Gervais, Andy Serkis (Gollum from Lord of the Rings for those who don’t know), Jane Goodall, Peter Gabriel, and in total more than 300 creators to contribute to these stories.

Without spending a penny on ads, Rewriting Extinction managed to reach 115M people and collected 1’480’000 pounds in donations.

💡Paul is a great producer and a storyteller so in this episode we discussed about:

  • How to build a brand, with no media investment
  • How to get a lineup of stars to join your mission
  • How to get big media attention without paid PR
  • How to tell an emotional story that anyone can understand (and how he organized his brainstorming sessions to create these stories).

Are you ready? Let’s go!


Paul Goodenough Linkedin

Rewriting Extinction site


Don’t make me think by Steve Krug

Business Model Generation by Alexander Osterwalde, Yves Pigneur

The dog comics discussed in the episode

⚡️⚡️⚡️DONT MISS the best of season 1 ⚡️⚡️⚡️

= 10 episodes of less than 10 minutes to download and listen to here.