Imagine if every Zoom call, Slack thread, Google Doc, or meeting note could be automatically mined for business insights. No more Slack pings asking “What’s the status on that project?” or wasted hours hunting for that one slide buried in an old deck. That’s the future Erika Anderson is building.
In a recent episode of the Ignite Podcast, Erika—co-founder and Chief Customer Officer of Storytell AI—sat down with us to talk about how she’s turning one of the most overlooked assets in any company—unstructured data—into a powerful strategic resource.
Erika is no ordinary founder. Before co-founding Storytell AI, she published essays in The New York Times and Vanity Fair, ran a founder community, and developed a framework called “clean communication” to guide feedback and culture in remote teams. Now, she’s bringing that same human-first lens to AI product development.
Why Unstructured Data Is a Sleeping Giant
Over 80% of a company’s data is unstructured—notes, transcripts, documents, conversations—but most of it goes unused. Erika saw this problem firsthand while running a content business for founders. “Everyone was recording everything,” she says, “but no one had time to do anything with it.”
That realization led to Storytell AI: a platform that doesn’t just store unstructured data but actively extracts insights from it using large language models. One major user? Paramount. Their research teams use Storytell AI to understand content performance, optimize ad sales strategies, and even identify new channels to launch—all based on internal conversations and data previously lost in silos.
Making Meetings Matter
Storytell AI’s value becomes obvious when you consider everyday scenarios:
A product manager wants to know what happened during two weeks of meetings while on vacation.
An executive needs to understand recent research around 90s ad inventory.
A founder wants to turn dozens of podcast transcripts and pitch decks into a book.
Storytell AI makes all of this searchable, contextual, and actionable—without you having to ask a coworker for help.
AI with Empathy: The Clean Communication Framework
One of Erika’s standout contributions isn’t just the product—it’s how she leads. Drawing from her background as a facilitator, she helped shape a company culture grounded in empathy and feedback. Her team uses a framework called “clean communication,” which maps emotions to unmet needs and encourages open dialogue during monthly all-hands meetings.
It’s not about being touchy-feely—it’s about building software and teams that reflect real human behavior. “Data without narrative is just noise,” Erika says.
GTM Lessons: From Curious to Evangelist
Erika and her team have identified a clear framework for user adoption—what they call the AI readiness scale:
Skeptics
Curious
Enthusiasts
Evangelists
Their early adopters live in the top tiers, and Storytell AI focuses GTM efforts on people already hungry for solutions—not those still dismissing AI as “not ready.”
This focus helped them avoid the common GTM anti-pattern Erika warns about: building without understanding real workflows. Her advice? Don’t demo first. Learn the process first.
The Agentic Future: What’s Next for Storytell AI
Storytell AI is now building toward what Erika calls an “agentic” platform. In the next version:
You won’t need to log in to get value.
Agents will proactively alert users with relevant insights.
Model routing will ensure the best LLM is selected for each task.
Erika envisions a future where your unstructured data works for you, rather than the other way around.
Key Takeaways
Unstructured data is your company’s most underused asset. Storytell AI helps you unlock it.
Great AI UX isn’t about showing off complexity—it’s about hiding it. Users want power without the friction.
Emotional intelligence and feedback frameworks belong in product and team design.
Don’t overinvest in custom models. Leverage foundation models and focus on better workflows.
AI shouldn’t just make you faster—it should make you smarter.
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Chapters:
00:01 Introducing Erika Anderson and the mission behind Storytell
00:58 The origin story: from founder communities to unlocking unstructured data
03:45 Why 80–90% of enterprise data remains untapped
04:27 Paramount case study: ad sales, viewership insights, and strategic planning
06:46 How teams use Storytell to spot missed opportunities and align faster
09:43 From journalism to AI: applying storytelling to product building
11:13 The Clean Communication Framework: levels of logic, emotion, and needs
16:34 Creating humane team rituals in a remote-first startup
18:00 Building psychological safety and empathy into culture
20:25 Ideal Storytel users and early adopter behaviors
22:00 AI readiness spectrum: skeptics to evangelists
25:04 Storytel’s next evolution: agentic platform and proactive insights
30:45 The “last 4 inches” problem of AI workflows
33:24 LLM routing, multi-model support, and user overrides
34:29 Usage-based pricing and access tied to user value
36:20 Concept-first navigation and reducing manual file hunting
39:16 Human-centered AI: linters, prompt rewriting, and feedback loops
43:01 Biggest GTM anti-pattern: building without understanding workflows
46:02 Structuring direct user feedback between product and engineering
47:07 Erika’s advice for AI founders: don’t custom-train models
49:45 Why enterprise AI adoption is still slow
52:24 Generational and industry-wide barriers to AI usage
53:25 How AI boosts self-efficacy and user empowerment
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