Narrative Archeology: Excavate Your Firm's Story

Randy didn’t expect to ever sit through an entire conference session, but Elliott Bastien Morin’s "narrative archeology" workshop changed that pattern. What started as curiosity about excavating stories became a months-long collaboration that transformed Randy’s keynote from five scattered narratives into a single arc that earned a standing ovation, and plenty of Kleenex. On Episode 254 of The Unique CPA, Elliott, the co-founder of 3Motion, explains how he’s spent 15 years interviewing thousands of people to uncover authentic stories, and that he treats storytelling like an archeological dig: finding fragments, piecing them together, and polishing them until they captivate. For accountants who’ve always worked for their clients instead of on their selves and their stories, this framework offers something urgent, and as AI handles more compliance work, the human connection becomes the differentiating factor. The profession is moving from reporting to interpretation, and that shift demands something accountants haven’t always prioritized: a cohesive story that unites teams and resonates with clients in an oversaturated world. Get the full show notes and more resources at RandyCrabtree.com