Celebrating Entrepreneurial Independence

Ron Watermon • July 5, 2021

Personal reflections on our story to help others own their story

St. Louis, MO – July 5, 2021 - Right before I walked out of Bill DeWitt III’s office in Busch Stadium on my last day with the St. Louis Cardinals, he told me I would look back at leaving the team as the best thing I’d done in my career.

While I had my doubts at the time, I now know he was right.

It was three years ago today that I formed this company to help others own their story is the same way the Cardinals own theirs.

I am celebrating my #entrepreneurialindependence by sharing some of my business story.

On July 5, 2018, after 18 amazing seasons with the St. Louis Cardinals, I dove into the deep waters of the St. Louis startup.

While I miss some of my baseball colleagues and will forever cherish my memories with the team, I wouldn’t want to go back to my old life. I wouldn’t trade the position I’m in now or the lessons I’ve learned over the last three years as a small business owner for my old job.

As time goes on such a trade would look even more lopsided than Brock for Broglio.

While I won’t predict that StorySMART LLC will end up in the Startup Hall of Fame, I am confident that we are on a trajectory that promises to revolutionize an industry while transforming how we connect with one another. Or at least we will die trying.

In the coming months, we will share details about how we will empower everyone to own their own story in ways they never imagined.

In the meantime, today I will share some reflections on our journey and details about what we are doing today.

They say that if you want to be success in business you need to be clear about your purpose.

That is crystal clear today: we believe everyone deserves to own their own story and have it told professionally because we should all be remembered.

StorySMART provides video storytelling as a service using a network of talented journalists. The reason we provide our service is because everyone matters and deserves to be remembered.

I will admit that three years ago I did not have that breviloquent mission fully formed in my sleep-deprived baseball-cluttered head. I was burnt out from working so hard for so long for someone else. Don’t get me wrong, I am grateful for the extraordinary opportunity that the Cardinals provided me to essentially build an entire startup within the structure of a storied brand.

I am grateful to Mark Lamping for hiring and mentoring me. I am grateful to Bill and Mo for their faith in me to lead. While I instigated our team’s modernization efforts by providing the vision and roadmap, it wouldn’t have happened without the hard work and contributions of a lot of people. I worked with some very talented people along the way that put their mark on the department.

As I am building my company today, I reflect often on the startup path I took within the team. The parallels with my journey now are uncanny.

The lessons I learned about video production, good storytelling, and myself while with the Cardinals were invaluable. I learned a lot. And not just from the success. I learned just as much or more from our failures. My failures.

I could write a book about it. And will.

But not until the story I’m writing now with StorySMART is further along. Those lessons and insights from that experience inform my approach today.

I recognize I thrive on discovery, informed experimentation and being hands on with everything. It is both a gift and, at times, a curse. I really want to understand everything. Almost to a fault.

I am not the sell it and then figure it out kind of entrepreneur. I am the figure out, then sell it kind of entrepreneur.

Trust me when I tell that over the last three years, there have been days that I wished I was the swashbuckling sweet-talking sales guy that could sell a ton of snow to an Eskimo. But I am not. I won’t sell you something you don’t really need.

I am the tortoise not the hare. I am what Malcolm Gladwell describes as an outlier. I look at the world in a different way than most people. It is my superpower. It is what drives my success.

Looking at the world in a fresh way is what makes most entrepreneurs a success. I don’t lack vision. But vision isn’t worth anything unless you make it a reality. I’ve demonstrated that startup skill throughout my life – the ability to turn an idea on paper into reality.

My Cardinals accomplishments stand out the most to others. While securing approval to build a new ballpark, helping develop the Cardinals Authentics business, building a new communications department and producing a TV show sound impressive, it is what I accomplished before and after I joined the team that allow me to see the pattern in myself.

That is important because if you don’t believe in yourself on this journey, then no one else will. The one thing that has carried me through when no one else believed in me has been me believing in me. I know that probably sounds like some silly Stuart Smiley stuff, but it is true. When you are taking on a new challenge it is helpful to remind yourself what you have accomplished or overcome in life.

As I reflect on my life, I’ve consistently demonstrated a successful start-up skillset bringing a variety of creative ideas to life. These include writing plays in grade school, producing films in high school, starting a Soviet Exchange Program in college, as well as developing a youth corps program and helping open a domestic violence shelter early in my career. Most recently, as a civic volunteer I was successful in creating Project #LightMySTL to improve safety in downtown St. Louis. All those experiences inform my work today.

While I do have the skills to make it happen, I am often slow to get going. That has been the case with my business. The first part of my journey as a small business owner can be best described as wandering in the woods . I lacked focus and urgency when I started.

I also made a few mistakes along the way that taught me some good lessons. Get a deposit up front before starting work. Pay yourself. Say no to work. Walk away from clients that don’t share your values. Build a strong and diverse team. Work with cool people.

Along the way I did some work that paid the bills but wasn’t what I wanted to do. I own those decisions and learned from them. The pandemic helped me focus on what truly matters not just with my business, but in life.

I turned the corner with the business in 2019 as my purpose came into focus. I invested significant dollars in the business anticipating that 2020 would be a big year.


The Pandemic Pivot & How The Pandemic Revealed Our Path

Going into 2020, I would have told you that it was going to a good year financially. Then the pandemic hit. We lost many of our clients. But we rebuilt, retooled and recruited new clients. We did the preverbal pandemic pivot. The 2020 business version of the Macarena.

While it was a challenging and turbulent year, in a strange way the pandemic allowed me to see a pathway I didn’t see before. It is a path that could profoundly change my life while helping so many others.

The pandemic allowed me to get past a bricks and mortar mindset that was holding me back. I had a vision in my head that was created by what I had done with the team.

The last project I completed before leaving the Cardinals was building a digital newsroom for our department, complete with fiber optics, connections for seven editing stations and a production suite. That capital investment had come on the heals of rapid growth in staffing and spending. That experience informed my thinking that the Cardinals Way had to be me my way too. I was so wrong.

There is a different way. One that doesn’t require an outlay of capital on buildings, gear and full-time staff. I’ve learned that there is a path that will allow you to scale your business nationally if you go about it differently.

When I left the Cardinals, I remember thinking if someone gave me a half a million dollars I’d buy a building in Grand Center or Downtown, invest in expensive production equipment and hire several of the best TV reporters in town. Then we would hang out our shingle to do video storytelling, disrupting the production paradigm in place today.

We are doing exactly that right now without all of that unnecessary infrastructure and expense.

Cameras and equipment are not as important as people. While the reporters themselves will worry a lot about what kind of camera they use on a story, it isn’t about the camera. It is about them. And the client. It is all about the story.

I am very grateful to all of the amazing reporters who have joined us on this journey.

Today, thanks to them, we help our clients own their story with a unique service that no one else offers. We help our clients tell their stories professionally, honestly and memorably by employing some of the best TV journalists in the business. While a trained professional TV reporter tells their story, our clients own the work – copyright and all – forever.

We are in the process of recruiting more reporters and expanding our client focus to help individuals and families. We are piloting that work in St. Louis now. We will be expanding it nationally soon.

In the meantime, we want you to know that we will help anyone who needs help telling an honest story memorably. We are grateful to our clients for the trust they place in us and appreciate those who will be investing in our work to bring storytelling to all .

By Ron Watermon October 21, 2025
When Deadline first reported that Bruce Springsteen’s Deliver Me From Nowhere was headed for the screen, I expected it would be more than another typical music biopic because it was based on a book that focused on a sliver of Springsteen’s life. That “sliver” was a singular defining period of Springsteen’s life. When I wrote my book, I took note of the fact that when Hollywood came calling, they first reached out to Warren Zanes who wrote the book and not Springsteen himself. I was trying to make the point about the importance of securing storytelling source material. The real work in telling a story is that of the author. Writing a great story isn’t easy. When it happens, someone in Hollywood is bound to notice. What I didn’t fully appreciate until now is that Springsteen’s story to screen journey is a masterclass in focus — a case study in how a single defining period, a writer who truly understands his subject, and a team of champions can move a story from the page to the screen in record time. Zane’s book was published 2023. A little more than two years later, the film is being released. That is amazing in of itself, but the approach to the story told is also instructive. Most people think you need your whole life story to make a film. Springsteen — and Warren Zanes — show us you don’t. It can be a sliver. The story behind this storytelling is a Boss lesson in storytelling that help you deliver your story from nowhere. 
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Your Clear Eyes, Full Rights, Can't Lose Playbook.  If you’ve ever watched Friday Night Lights, you know the phrase: Clear eyes, full hearts, can’t lose. It’s the mantra Coach Taylor preached to his team. But when I look at the 35-year storytelling journey of Friday Night Lights—from a reporter’s notebook to a bestselling book, then a film, a beloved series, and now talk of a reboot—I see a slightly different mantra: Clear eyes, full rights, can’t lose. Because underneath the inspirational football story is a lesson we can draw from in how one journalist’s immersive reporting became a durable, multi-platform franchise. And for me, it’s a perfect demonstration of a pathway we advocate for at STORYSMART®. It all starts with investing in good clear-eyed journalism. It is the single most important investment you can make in developing a true story. When you take control of your source material to tell a true story and develop your story properly, your story can live on for years far beyond the page. I’m a big proponent for adopting a story franchise mindset when approaching storytelling projects. That is why I tell clients to think like a studio executive by adopting a media mogul mindset. When you open your mind to that, it opens the doors of possibilities. The storytelling journey of Friday Night Lights helps illustrate what is possible, as well as offer other lessons on what to do and not do in designing your own professional storytelling path. How a reporter’s notebook became a franchise In 1990, journalist Buzz Bissinger published Friday Night Lights: A Town, a Team, and a Dream. It wasn’t just another sports book. He moved his family to Texas to immerse himself in this story. Bissinger spent a year in Odessa, Texas, embedded with the Permian High School Panthers, capturing the obsession, pressure, and community identity that revolved around high school football. He conducted hundreds of hours of interviews and built his narrative from a deep archive of source material. Every interview he conducted is his work product, what I often refer to as copyright protected storytelling source material. Make note of that. That depth of Buzz’s reporting gave the book credibility. It also gave it power as intellectual property. It was a fantastic book that was a hit.
By Ron Watermon October 3, 2025
The NCAA just approved new guidance on NIL (Name, Image, and Likeness) deals — and while the headlines mostly talk about money, what’s really at stake here is storytelling. Starting this past August, athletes have had to disclose NIL agreements over $600. Schools will help monitor and even facilitate opportunities, and standardized contracts are being promoted to protect athletes. Meanwhile, new rules for collectives are meant to stop disguised pay-for-play deals while still allowing legitimate business arrangements. ( Full NCAA release here )​ On the surface, this might sound like dry compliance policy. But here’s the STORYSMART® takeaway: Transparency is power. The clearer your contracts and disclosures, the harder it is for someone else to hijack your story or exploit your image. Standardization levels the playing field. Whether you’re a star quarterback or a swimmer at a smaller program, having clear terms makes it easier to protect your rights. Your story is the real asset. NIL isn’t just about a jersey deal or an autograph session. It’s about controlling your narrative — the way your life, your legacy, and your values are presented to the world. ​ This guidance is another reminder that athletes — like families, public figures, and estates — need to see their story as intellectual property. The athletes who win aren’t just the ones who score on the field; they’re the ones who invest in how their story is told off the field. ​ STORYSMART® Rule of Thumb: Don’t just cash a check. Build a story that grows in value over time.
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July 22, 2025, St. Louis, MO - There’s a line in Jerry Maguire that has always stuck with me. Young Ray asks his mom, “What’s wrong, Mom?” And she replies: “ First class is what’s wrong, honey. It used to be a better meal. Now it’s a better life. ” That line hits hard. Because access—access to opportunity, tools, and professionals—changes everything. And when it comes to storytelling, access has long been unequal. For decades, only a small group of insiders had the power to tell stories at the highest level. If you weren’t already in Hollywood or publishing, your story stayed in coach—often ignored, misrepresented, or lost. I wrote STORYSMART® Storytelling for ALL to change that. This book is a roadmap. It’s designed to give you—whether you’re a public figure, entrepreneur, athlete, or someone with a life story worth telling—the same tools used by insiders. The same strategies that power studios, presidents, billion-dollar production companies, and bestselling memoirs. It’s also deeply personal. I’ve seen too many remarkable true stories disappear because people didn’t know how to protect them—or worse, were taken advantage of. I’ve felt like an outsider myself. And I know what it means to want your story told right. That’s why I developed the STORYSMART® Framework. To empower people with meaningful stories to protect their rights, preserve their vision, and share it with the world—on their own terms. I’m making the Author’s Note from the book available as a free PDF download as part of this post. And if you’ve got 90 seconds, I invite you to watch the short video message from me below. This is your story. Let’s tell it the right way. About The Book In a world hungry for authentic narratives, STORYSMART® Storytelling for ALL™ : How to Take Control, Own Your True Story and Profit Like a Hollywood Insider delivers a rare insider’s guide to turning a true story into a cultural and financial asset while maintaining control. Designed for public figures, entrepreneurs, and individuals with powerful life stories, the book introduces the STORYSMART® Way, a step-by-step framework to organize, preserve, and professionally develop your story for books, film, and television. The book pulls back the curtain on how stories move through publishing, Hollywood, and streaming—and empowers readers to navigate the process like seasoned insiders. Topics include copyright and licensing, collaborating with elite-level professional filmmakers and ghostwriters, developing a pitch-ready treatment, and monetizing true stories through publishing, streaming, and merchandising. STORYSMART Storytelling for ALL is available currently as both a paperback and e-book. It will be available soon be in hardcover and audiobook formats. About the Author Ron Watermon is the founder of STORYSMART®, a cinematic storytelling consulting service and story development film studio. A lawyer, filmmaker, and Emmy-nominated television producer and writer, Ron’s led strategic communications for an MLB team, advised high-profile clients, and has produced both film and television productions. Ron lives in St. Louis with his family. Learn more about Ron at storysmart.net and ronwatermon.com #STORYSMART #StorytellingForAll #NewBook #MediaRights #TrueStories #BookLaunch
By Ron Watermon April 24, 2025
We are honored to share some big news. Our documentary, A Steak Guerrilla in St. Louis: The Dr. Arturo Taca Story, has been selected as one of five projects to receive funding from the St. Louis Film Project , a collaboration between the Regional Arts Commission (RAC) of St. Louis and Continuity . This recognition comes from a highly competitive pool of 115 applicants. The grant—up to $100,000—represents a decisive vote of confidence in our story and our approach to telling it. It also offers meaningful momentum as we enter the next phase of production. Most importantly, it reinforces what we believe: Dr. Arturo Taca’s story matters and deserves to be told. A Story Rooted in St. Louis — and Felt Across the World “A Steak Guerrilla in St. Louis” is a documentary rooted in the unlikely convergence of midwestern Americana and Filipino resistance. It follows the story of Dr. Arturo M. Taca, a Filipino surgeon and political exile who made St. Louis his home while taking a stand against Ferdinand Marcos's brutal dictatorship. Before terms like “fake news” and “disinformation” became common in American discourse, Dr. Taca uncovered the truth behind the Philippine president's fraudulent war record. That investigation began here—in dusty archives just outside of St. Louis—and set off a chain of events that toppled a brutal dictator. Our film uses a hybrid storytelling format, combining animated reenactments, interviews, and archival research to tell this story in an emotionally resonant and visually striking way. The Grant That Helps Make It Possible The St. Louis Film Project grant, funded through RAC and administered by Continuity, is part of an initiative to uplift the film community in St. Louis. RAC’s press release states that the fund was created to “support local filmmakers and organizations to tell stories rooted in St. Louis.” The evaluation process was rigorous. “Choosing five projects from over 100 submissions was no easy feat," said Vanessa Cooksey, President of RAC. "The talent and stories presented were incredible.” That’s why being one of the five chosen is more than just a financial boost—it affirms this story’s value and connection to our community. It means much to us, and we don’t take it lightly. A Delayed Start But a Firm Deadline While the grant announcement arrived months later than initially expected, we’ve been working behind the scenes to be ready to go once we receive funding. With this grant officially in place, we’re full steam ahead. The grant contractually obligates us to deliver the completed film by January 2026. That’s a fast turnaround in documentary filmmaking, especially for a story with historical depth, international relevance, and a visual style that blends live action with animation. That means every day counts. While the grant covers significant production costs, it also comes with essential parameters: 75% of funds must be spent within the City of St. Louis. We’re proud of that requirement—it aligns with our belief in investing locally and elevating regional talent. But it also means we must be innovative, strategic, and resourceful with every dollar we spend. We have our entire team in place, minus one critical position. We need a gifted DP to join our elite team. We are eager to work with a tremendous city-based production company or cinematographer who calls St. Louis home. If you know a great cinematographer who would like to join us, please have them email me at ron@storysmart.net. Why We’re Still Seeking Donor Support Even with the RAC grant, bringing this film to life in the way it deserves will take more. Animation, archival licensing, original score composition, color grading, distribution planning—it all adds up. And some of this can't be sourced in a way that fits grant guidelines. And because of the ambitious deadline, we’ll need to scale quickly without cutting corners. That’s where you come in. We’re seeking additional donor support to help us: Expand our animation sequences and visual storytelling capacity. Secure the rights to key archival materials that deepen the film’s historical accuracy. Shoot at least a couple of interviews with key individuals who live outside our region, including the Philippines. Invest in editorial and post-production tools that allow us to move efficiently without sacrificing quality. Ensure the finished film reaches the broadest possible audience, from film festivals to classrooms to international broadcast platforms. Your contribution—no matter the size—helps ensure that Dr. Taca’s story is told with the care, accuracy, and cinematic impact it deserves. If you believe in the power of truth-telling… if you value stories that connect communities and illuminate buried history… we hope you’ll consider becoming a supporter. Click here to donate Learn more about our film at steakguerrilla.com A Final Word: Why This Story Matters Now We often think history is distant, locked away in textbooks or museums. But A Steak Guerrilla in St. Louis reminds us that history is constantly being rediscovered—sometimes in our backyard. It’s a reminder that exile doesn’t silence the truth, that one person in one city can stand up to a dictator and change the course of a narrative written in lies, and that the work of defending democracy happens quietly, persistently, and often without recognition. Now, it’s time to give that recognition. With this grant—and with your support—we’re going to finish the film. And when we do, we’ll bring a hidden chapter of St. Louis history that reverberates far beyond our city limits. Thank you for sharing this journey with us, and a special thanks to each member of our talented filmmaking team. I'm grateful for your willingness to work to bring this story to the screen, your patience through this process, and your unselfish (uncompensated) work to make it happen. I have no doubt it will all be worth it! --Ron Watermon, Executive Producer & Director, A Steak Guerrilla in St. Louis: The Dr. Arturo M. Taca Story
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