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

If you would like to pitch someone for “What’s the Story?“, please complete the linked form.

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Doug Zanger

Doug Zanger is the Americas editor for The Drum. He leads the Americas editorial team’s content activity in the growing region. Based in Portland, Oregon, he is committed to sharing the most meaningful stories that benefit the global industry and its people. A Minnesota native, Zanger has covered a wide range of brands, issues and personalities, including Aloe Blacc, Seu Jorge, Wendy Clark, Susan Credle, Dan Wieden, Jeff Goodby and more. Fiercely dedicated to diversity, equality and talent, he has interviewed several women in leadership roles through his Exceptional Women of the World podcast.

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