PopSugar's co-founder, Lisa Sugar, shares what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Lisa Sugar, co-founder of PopSugar, is not short on enthusiasm or positivity. In taking what was then a life in media that was unfulfilling, she decided to take it upon herself to create the change she needed.
From that passion came a global media sensation, which she founded in 2005. The site attracts well north of 100m visitors a month and has etched out an important voice of inspiration in entertainment, fashion, beauty, fitness, food, parenting and more. Story after story has created a welcoming ecosystem and home for millions.
On this journey, Sugar certainly has some unique perspectives on what makes a great story. To her, it comes down to emotion and relatability. The former is what makes people tick, the latter creates an important empathy, which can make stories even more powerful.
Having been in front of so many celebrities over the years, it’s hard for Sugar to pinpoint the best story she’s ever heard — but she points to the great momentum that women, specifically female-led characters and entertainment, bring to the world. Being a Hunger Games fan, it’s no surprise that the trilogy, along with lead Jennifer Lawrence, tops her list.
As far as the best story she’s ever told, it’s an easy one: her own. As a frustrated media buyer, she embarked on her own journey, which was chronicled in her book, Power Your Happy. From going to crying at her desk to creating a global phenomenon, it is testament to her vision and is certainly one heck of a great story in its own right.
What's the Story? is sponsored by Branded Entertainment Network (BEN), the first global network for branded product integration in the entertainment industry, across all media, including the influencer space.
Filmed at Cannes Lions
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Other episodes in the series
Episode 1
Tina Brown, author of The Diana Chronicles, on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 2
Hip-hop icon Warren G and director Karam Gill on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 3
Glenn Gainor, Sony Pictures Screen Gems exec on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 4
Documentarian Cheryl Dunye on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 5
Sony Pictures Screen Gems exec, Glenn Gainor, on successful brand integration in film
After 25 years in the entertainment business, Glenn Gainor, head of physical production at Sony Pictures Screen Gems, knows plenty about great films and stories. He also knows what it takes to create successful integration for brands — and points to the seminal ET/Reese's Pieces hookup as the gold standard of integration.
Episode 6
Prop master Scott Bauer on how brands can drive a story
As a story unfolds in film and TV, there are plenty of those who help craft the work. Though writers, producers, directors and actors get the spotlight much of the time, the rest of crew plays invaluable roles in making it all come to life.
Episode 7
Sir John Hegarty on the best brand story he’s told
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 8
Brand storyteller and film producer Tim Perell on great storytelling
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 9
Amir Bar-Lev, Long Strange Trip director, on passion in storytelling
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.