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The Business of Story

Park Howell promises to reignite within you the one true superpower well all possess - storytelling - in the Business of Story. Learn from internationally acclaimed story artists, content strategists, and brand raconteurs who will help you craft and tell compelling stories that sell. This is the "How To" podcast for story marketing. Each episode delivers at least one actionable tip that will help you connect with your customers, move them to action, and start creating epic growth for your enterprise and your people. Story on!
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Expert storytellers teach you how to move people to action.

Nov 19, 2017

Every business has its own set of values. Either for publicity purposes or genuine care, all organizations have principals that guide the direction of the brand’s growth.

But what if your values were in conflict with that growth? Would you be willing to set aside profit to keep in line with your personal story? Authentic story brand marketing demands a fearless commitment to your character, and today’s guest will discuss how living up to your values is the key to success.

Lee Einhorn has been creating advertising campaigns since he was 10 years old. Creative Director at Venables Bell & Partners, Lee has been able to exercise his creative branding skills to build innovative advertising movements, such as the anti-smoking Truth Campaign, which helped drop teen smoking by 23 percent!

On this week's podcast, Lee is joining us to discuss his role in REI’s #OptOutside movement, which closes their stores on Black Friday to encourage you to spend time with family in the great outdoors. Join us to learn how this simple story of a company’s values created a movement that could change the industry for years to come.

In This Episode, You Will Learn

  • Creating your story from the heart
  • Why values are more important than value
  • Changing the world through an authentic story

Key Quotes

“Our job was to strike the match, fan the fires, and the customers would take it upon themselves and create the story.” - Lee Einhorn

“The whole idea was we wanted people to engage and make the story their own.” - Lee Einhorn

“We could have added a lot of ugly Black Friday footage, but we decided to keep it as positive as possible. This was a campaign that came from the heart, and had to reflect our story.” - Lee Einhorn

“We made it clear from the beginning that this wasn't a publicity stunt. This came from the heart of what we believed in.” - Lee Einhorn

“My big questions are, how does a brand like REI continue to make statements?  How do they continue to be a brand of meaning?” - Lee Einhorn

“The story wasn't about REI, it was about creating a space for their consumer base to move into action.” - Park Howell

“You were able to create a narrative that helped stir people into action and get them thinking about the issues. “ - Park Howell

Mentioned In This Episode

 

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Nov 12, 2017

When you’re presenting on stage, chairing a meeting, or even talking with a friend at a coffee shop, you may find yourself struggling to give your idea a sense of importance. I mean, how can you convey the depths of your imagination through simple conversation?

Your thoughts could change the world, but without the ability to properly share it, your idea may fizzle. There is nothing more crucial than being able to convey your imagination and experience. Learn how to become the best communicator you can be fro one of the masters.

Gideon For-mukwai, the founder of Story Warrior Associates, is a world-renowned storytelling coach, dedicating his life to sharing the tremendous impact of storytelling for business leaders. Raised in a Cameroonian village in Africa, Gideon learned as a boy how a simple narrative can move an entire community to action. As described in his book, The Science of Storytelling, Gideon will teach you his Story DNA Method to help you create simple yet profound narratives for any situation. 

In This Episode, You Will Learn

  • Gideon’s Story DNA Method
  • Story mistakes most leaders make
  • The four elements he has found to make every story work

Key Quotes

“Storytelling is an invisible asset, nobody knows you are deploying it but you can use it to do anything.” - Gideon For-Mukwai

“Stories are the lifeblood of a presentation, no matter how technical.” - Gideon For-Mukwai

“One story told can change the course of your career." - Gideon For-Mukwai

“In our village, if you wanted help from the community, you needed a narrative. Part of your social currency had to be a story.” - Gideon For-Mukwai

"Story is the best way to get your idea out there without being coercive. Let the characters do the talking."- Gideon For-Mukwai

“If you want to make a moment that is memorable, keep it simple. You can say a lot with six words if you do it right.” - Gideon For-Mukwai

"Even sneaking a little story in can bewitch your audience." - Park Howell

Mentioned In This Episode

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Nov 5, 2017

What if the company you ran was recognized with the prestigious "Best Places to Work" award, but life at home was not what it could be?

Would you change?

Ambition and bills drive us to pursue the best possible career. And that requires dedication to your work. But what happens when we place too much focus on our business?

It's easy for us to forget why we work in the first place, but it's far more difficult to change once we remember. Our guest today will show you firsthand how you can not only balance family and work but create a better environment in both.

Jay Feitlinger is a father, husband, and Founder of Stringcan Interactive. After years of focusing on creating a thriving business, Jay realized that he had been neglecting his family.

Using the same strategies he applied at work, he created a step-by-step method of shifting your focus and finding a healthy balance. Jay found that not only was he happier at home, but the changes with his family helped boost productivity at the office too!

Tune in and learn how shifting the focus from the boardroom to the dining room will benefit your family at work, and your family at home. He's redesigned his entire company around the concept of family business. 

Be sure to check out the B2B Growth Show for new podcasts every week!

In This Episode, You Will Learn

  • How focusing on your family will help your business
  • Creating a balance between your work and personal life
  • Finding a category that fits your business model

Key Quotes

  • “It scared me how one person's selfishness could ruin so many lives.” - Jay Feitlinger
  • “My friends were concerned that I was putting all my effort into my family and not my business. But I made a commitment to my family, and I found that I was so much happier, and I was a lot more focused at work.” - Jay Feitlinger
  • “The more I removed myself, the better my team was performing.” - Jay Feitlinger
  • “We always want to keep learning, but never be the smartest guy in the room.” - Park Howell

Mentioned In This Episode

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Oct 29, 2017

Only when faced with a great adversary does our true character show. Modern humans rarely find themselves in such a situation, many never will. 

But those who experience fear during a crisis can create resiliency. It's in our darkest moments that we reveal our true character. Our guest today has used his story of tragedy to create monumental change.

Author of Heretics to Heroes: A Memoir on Modern Leadership, Cort Dial is a consultant who has fought for years to improve workplace safety in the most dangerous of jobs.

His unique method of facilitating changes involves sharing his personal experience with the dangers of construction. Cort understands the power of raw, authentic emotion, and can help you craft a story that will achieve what others think is impossible.

For more information, Cort has created a page on his website to help us get started at cortdial.com/businessofstory.

In This Episode, You Will Learn

  • Why every story you tell has to have what Cort calls a “Star Moment” to connect with and inspire your audiences
  • How Joseph Campbell’s Hero’s Journey has impacted his life and how you can use it in your leadership development
  • And the five emotional conditions that need to be present if you are going to get your team and your customers to buy into your story

Key Quotes

  • “The things that are most important to performance cannot be quantified.” - Cort Dial
  • “What limits a human’s performance is what they believe is possible.” - Cort Dial
  • “Every story has to have a star moment, something your audience will always remember.” - Cort Dial
  • “Tell a story about why not how.” - Cort Dial
  • “Everyone has a great story, we just need to unearth and find it.” - Park Howell
  • “Story is merely a mirror of life.” - Park Howell

Mentioned In This Episode

 

 Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Oct 22, 2017

We often see creative people as larger than life. People like Elon Musk, Maya Angelou, and Leonardo Da Vinci seem to have achieved a level of genius that is beyond anything we could ever imagine.

Creativity is a critical facet of any organization, yet we are told it’s something that a special few are gifted with. But what if there was a way to change your thoughts to become more creative? Thinking outside of the box is an invaluable skill, and today’s guest will show you how to harness your inner creative genius.

Larry Robertson is the bestselling author of A Deliberate Pause: Entrepreneurship and it’s Moment in Human Progress, and The Language of Man: Learning to Speak Creatively and founder of Lighthouse Consulting.

Larry’s area of expertise is in helping businesses leaders and innovators find their creative strengths to make their breakthrough ideas come to life. You will learn that there is no ‘X-factor’ in creative growth, creativity is a mindset rather than an action, and that everyone has the capacity to be an innovative genius.

In This Episode, You Will Learn

  • Five simple truths about creativity
  • How to become a more powerful creative force
  • What all successful stories have in common

Key Quotes

“Today’s top leaders all agree that the most important skill they have is creativity.” - Larry Robertson

“The leaders who are ahead of the game are always asking themselves ‘who cares?’” - Larry Robertson

“They think in questions and know that the answer is not the destination. They don't instruct, they frame and inspire. They ask a question that is ongoing." - Larry Robertson

“My father said that you always have to take a deliberate pause and think.” - Park Howell

“We tend to lead towards predictable, data-packed stories that have minimal impact on our reptilian brains.” - Park Howell

“In the grand spectrum of intelligence, IQ score means nothing. We can't limit ourselves to what society’s constructs tell us is a genius.” - Park Howell

Mentioned In This Episode

Oct 15, 2017

Every day dozens of brands sneak into your mind. This genius performance of brand marketing happens on a level so subtle, you often won't recognize it has happened. How is this possible?

In recent years, brand strategists have begun to harness a powerful yet underutilized tool; audio. TV commercials, radio ads, even ringtones can bring a message to millions of customers with a well-placed sound bite.

Today you will learn the power of sounds.

Founder of CMoore Sounds, Connor Moore is a world-renowned sound designer and composer who uses his experience to help develop a brand’s Sonic ID. Sound design is a critical aspect of any multimedia project, and the right audio can turn a good brand into a legendary brand.

We explore the ideas of Sonic Branding, how subliminal music can be most effective and telling a story through music. Would you have ever guessed you could create a story without words? Connor will show you how.

In This Show, You’ll Learn

  • The power found in iconic sonic brands
  • How music subtly but powerfully rounds out the brand experience
  • Where sonic storytelling is headed and how you can use it in your business

Key Quotes

  • “Sound is proven to touch people on a very visceral or emotional level that other mediums cant.” - Connor Moore
  • “Sound design is ultimately about creating an experience and telling a brand’s story through audio.” - Connor Moore
  • “It’s one thing if you just deliver music for the brand, but if it doesn't meet the customer’s experience, you're in trouble.” - Connor Moore
  • “Music is more powerful when you understand the background story and history.” - Connor Moore
  • “When music is written well, you don't even notice it. It comes in and works.” - Park Howell

Mentioned in this episode

 

Oct 8, 2017

When you become proficient in your field, you’ll find people coming to you for your expert’s knowledge.

In fact, often your ability to educate peers on your methods will surpass the methods themselves. Every business professional has invaluable wisdom, but often they find it difficult to teach in a manner that sticks. Proficiency in teaching is critical for any professional, and today’s guest will help you refine your skill.

Greg Smith, co-creator of Thinkific, has been helping brands and business leaders build educational courses through his dynamic online platform. Throughout his career, Greg has found a teaching structure that can help audiences absorb ideas with ease. With his six knowledge bombs of online teaching, and tips on finding your market, Greg Smith will turn you into the best educator you can be. And as a bonus, he's giving you access to Thinkific for free

In This Show, You’ll Learn:

  • Power of pilot course to hone your teaching content
  • How to up your course completion rate
  • 6 knowledge bombs to think about while creating your course
  • Why perfection kills

Key Quotes

  • “We spent most of our time not on the marketing, but on making a course people would get the most value out of.” - Greg Smith
  • “With our imperfect videos, we had higher completion rates and better grades. They let the students know that we are human, we make mistakes too.” - Greg Smith
  • “My single biggest obstacle was my perfectionism. 'Perfect' is impossible.” - Greg Smith
  • “Once you get your product to the customers, they’ll find a hundred things you can improve upon.” - Greg Smith
  • “If you’re gonna move the world, you just have to get it out there. Don't try and be perfect.” - Park Howell
  • “You’ll learn as much from your students as they learn from you.” - Park Howell

Mentioned in this episode

Oct 1, 2017

We all have tremendous difficulty making a request.

It’s a humbling experience for everyone; you’re exposing your vulnerability to a person who has what you need. You may feel that your message is so compelling that customers will immediately decide to get involved, but almost always, they need a direct invitation.

Today’s show will be breaking down the structure of an offer, and teach you how to get the sale without being “salesy.”

Joining us is Dustin Mathews, co-founder of Speaking Empire, and author of No B.S. Guide to Powerful Presentations: How to Sell Anything with Webinars & Online Media, Speeches, and Seminars. Dustin is an expert in creating an attractive request and will teach you his “patented” Irresistible Offer Architecture: a 9-Step Process will help you sell anything without feeling like you're selling at all.

Are you sold? Let’s go.

 

In This Show, You’ll Learn:

  • How we can motivate people with our words
  • Why there is reluctance in asking to close a deal
  • Why you should always be branding or naming your processes

Key Quotes

  • “Today, we can put words on paper or in a podcast and we can actually get people to act.” - Dustin Mathews
  • “You should always be training your people to take action.” - Dustin Mathews
  • “In the corporate world, you gotta tell people exactly what you want to do.” - Dustin Mathews
  • “There’s gotta be an urgency to take your audience out of status quo.” - Park Howell
  • “Your guarantees will take you t0 top of your game.” - Park Howell

Mentioned in this episode

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Sep 24, 2017

On Wednesday, August 30, I toppled out of bed with vertigo. I’ve never experienced it before. I sat up in bed, flopped my feet on the floor and away I went. My brain was suddenly bombarded by a kaleidoscope of opaque tubes, kind of like you’re falling through a narrow ice cave.

Have you?

I sat up in bed, flopped my feet on the floor and away I went. My brain was suddenly bombarded by a kaleidoscope of opaque tubes of light, kind of like you’re falling head first through an ice cave.

Talk about an altered reality. The room whirled around me as I grasped for the bedspread to arrest my fall.

Mind blown!

The only other time I've come close to a similar sensation is when I've tried virtual reality or VR. To me, VR is a new and fascinating experience-altering force that is impacting the branding universe.

That’s why I’m excited to have on today’s show one of the pioneers of narrative virtual reality storytelling, Bryn Mooser. Mooser is CEO and Co-Founder of RYOT, the leading immersive media company in the world specializing in virtual and augmented reality.

He and his team at RYOT launched the first ever virtual reality global news show and comedy series. He is a twice Oscar-nominated filmmaker who has overseen the production of more than 200 linear and immersive films. RYOT was also a finalist in the 2016 Emmy Awards as well as a Peabody award finalist.

Adweek just recognized Mooser as one of its 100 most creative people. And in recognition of the purpose driven mission of RYOT, he also received the Nelson Mandela Changemaker Award.

RYOT has been in the news lately with its purchase by Verizon’s AOL and is now part of the Huffington Post’s Global Video Operations.

In This Show, You’ll Learn:

  • The elements of great storytelling from Bryn Mooser's VR point of view.
  • How the resilience of the human spirit is a fundamental theme in storytelling.
  • How we can all be open to new ideas in virtual reality, even as the medium and industry are still trying to find themselves.

Key Quotes:

  • "Two lessons that you learn in the Peace Corps: Learn how to fail. Learn how to be resilient.” - Bryn Mooser
  • “We’re at our best when we’re in service to the greater community.” - Bryn Mooser
  • “If people distribute content through social media then we all have equal opportunity to get our messages out.” - Bryn Moose
  • “VR immerses you tactically into the story.” - Park Howell
  • “The resilience of the human spirit is a fundamental theme in storytelling.” - Park Howell

Mentioned in this episode

Public service announcement for you: should you or someone you love fall prey to vertigo, this great video on Youtube by Doctor Carol Foster demonstrates a simple exercise you can do at home - essentially the same kind of treatment I received from my therapist - that I found extraordinarily helpful.

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Sep 17, 2017

PowerPoints are a unique medium; they have the incredible ability to bore your audience to death.

Bullet points, stats, and slides with a hundred words are an effective way of putting people into a deep sleep. But what if you could make your presentation thrilling? Is it possible to channel emotions into creating a powerful visual narrative that is not only relatable, but also exciting?

Ted Frank, the author of Get to the Heart, is here to show you how movies hold the key to creating an impact in your presentations. Ted studied storytelling in Hollywood films and applied that structure to keep people’s attention and appeal to their emotions.

The title, Get to the Heart, has two meanings; getting to the heart of your message, and getting to the heart of your audience. By creating tension, dynamic shifts, and authentic storytelling, Ted has strategies that every presenter and storyteller need.

In This Show, You’ll Learn:

  • Telling business stories that are relatable and real in your presentations
  • The importance of creating tension with your stories and writing three key scenes to propel your audiences to action
  • The three best ways to overcome anxiety and nervousness about your presentation

Key Quotes

  • “The exact things that make movie stories unique are the same things that are coveted in a corporate presentation; being simple, real and powerful.” - Ted Frank
  • “Don't ask yourself what you think you should show up with. Ask what the people I'm talking to need to do with that information" - Ted Frank
  • "They may try to absorb that data, but they've already been to three meetings today and their brains just can't take it in." - Ted Frank
  • “Storytelling is more important than opposable thumbs. It's what brought us from cavemen to consumers.” - Park Howell
  • "It doesn't matter the length of the story, the power is found in the structure." - Park Howell
  • "When I try stuff, sometimes it works and sometimes it doesn't. But what always fails is not trying. You have to find the courage to try." - Park Howell

Mentioned in this episode

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Sep 10, 2017

We often forget that success is not measured in money.

We work for years to become wealthy, but lose sight of what is truly important. Capital is not the goal, it's a means for creating a better life, for you and the people around you. A change in your story, however small, can make a difference for countless others. Today’s guest is an expert in how a new life story can change the world.

Today’s guest is an expert in how a new life story can change the world. He evolved from financier to award-winning film producer. And he's about to premiere his latest documentary, Mully. 

Joining us is a man who chose values over value. My friend, Paul Blavin, has dedicated his life towards social activism. He left his investment career, and founded Blavin Scholars for disadvantaged foster children, and For Good production company, creating films with powerful calls to action. Paul knows from experience that the most effective messages come from passionate, dedicated people who need to share their personal story. And he knows we all have that story in us. Tune in and find out how you can harness your values and passion to create a powerful message for your audience.

Paul knows from experience that the most effective messages come from passionate, dedicated people who need to share their personal story. And he knows we all have that story in us. Tune in and find out how you can harness your values and passion to create a powerful message and amplify your impact.

Plus, you'll hear how Paul set a goal to produce an Oscar-worthy song for the Hunting Ground documentary and landed Lady Gaga out of the pure audacity of simply trying.

In This Show, You’ll Learn:

  • Being open to changing your story
  • Working towards values, not revenues
  • How honesty and authenticity create the most powerful stories

Key Quotes

“We’re all artists who have incredible stories to tell. And the most important thing is reaching people's hearts through authenticity.” - Paul Blavin

“Focus on similarities rather than differences. That's important now more than ever” - Paul Blavin

“We're not a film production company, we're an impact production company.” - Paul Blavin

“I’m not going to be satisfied with applause and accolades. The focus is to make an impact on the world, not just in Hollywood.” - Paul Blavin

“Always invest in high-quality people.” - Park Howell

“You’re a living example of what happens when you're open to a new and better story in our lives.” - Park Howell

Mentioned in this episode

 
Sep 3, 2017

Often, it's incredibly difficult to connect with your audience.

We’ve all been in that frustrating position. It's not easy to find the common ground that can make the difference between a message working or not.  But there is one big aspect that everyone on earth can relate to, and you can use to your advantage and create a powerful message.

Joining us from Amsterdam is Lucas Keijning, a creative member of the NEMO Science Museum. Lucas’ job is to make science fun and accessible to people of all ages, and to do this, he appeals to the common factor in us all: the inner kid. Even though we put it away, we all have a childlike mind that wants to explore and understand. By using this discovery mindset, you can craft a powerful story that resonates with any audience.

Lucas is publishing a new children's interactive ebook, Mr. and Mrs. Slob, complete with all the sound effects you'd expect with a slobby couple. And the kids are going to love it.

He even got Dutch American comic, Greg Shapiro, to narrate it. Shapiro is famous in the Netherlands for introducing Donald Trump to the Dutch in this video that came out after the election.

Tune into today's show and learn how people of all ages can transform into an excited, curious, and fascinated lod again.

In This Episode, You Will Learn

  • How to use your business story to connect with the kid in all of us
  • The importance of testing your stories while trusting your intuition
  • What is your big ‘whoopee cushion’ idea

Key Quotes

  • “Kids are eager to explore how the world works, and I think if you create that same atmosphere for adults, they can become a kid again.” - Lucas Keijning
  • “Kids love finding the border between what they can do and what they can’t do.” - Lucas Keijning
  • “What we do at Nemo is we try to fascinate people, and we do this by invoking emotions like curiosity and anxiety.” - Lucas Keijning
  • “If you have these ideas and you think they might be interesting, go to your audience. Find people to test your idea.” - Lucas Keijning
  • “Trust your intuition on if something is feasible or interesting. If at the moment it's not good enough, might get better if you elaborate on it.” - Lucas Keijning
  • “We’re all just kids, cloaked in our wrinkled adult selves.” - Park Howell
  • “One of the most powerful emotions we can invoke in people is disgust, and we can do that in a good way.” - Park Howell

Mentioned In The Show

 

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

 

Aug 27, 2017

Have you ever had a long time achievement become a disappointment? Or worse, your dream becomes a disaster?

Our guest this week is Annie Franceschi, founder of the Greatest Story Creative. Annie worked for years to attain her dream job as a writer for Disney. But once she achieved her dream she found it was not what she had hoped. That's why she gave up her long-sought career and began pursuing a new dream.

Annie’s passion is helping small businesses and people find their personal story. Individualized branding is her specialty, and her experience in the film industry matched with her journey finding her true calling has given Annie tremendous insight into the art of crafting honest and compelling stories. 

Annie can teach you how to utilize your origin and strengths to create great stories like a pro.

In This Episode, You Will Learn

  • What you plan for your career is not always your greatest calling
  • How to best play into your strengths
  • How brands, like movies, create epic stories to make your customers feel less alone

 

Key Quotes

  • “I wasn't honest with myself because I was so worried about what other people would think.” - Annie Franceschi
  • “You constantly live the story, but it's hard to see it in the moment.” - Annie Franceschi
  • “No matter your service or product, people are always going to invest in people.” - Annie Franceschi
  • “I work with people who say they’re not creative, who don’t know how to tell their story. I always tell them to start with their origin.” - Annie Franceschi
  • “Don’t worry about if your story is marketable for a business. Start with the things you love.” - Annie Franceschi

Mentioned In The Show

 

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Aug 20, 2017

You know the feeling of being overwhelmed in business.

We focus on growth, and soon find ourselves with an over complicated business, lacking a clear vision of the future. But when we try and manage this complex system, we become frustrated and confused. Take a deep breath. Let go of control. And simplify your purpose.

Take a deep breath. Let go of control. And simplify your purpose.

Let go of control. And simplify your purpose.

And simplify your purpose.

This week’s guest knows the power of simplicity and mindfulness. He’s called the CEO Whisperer and can help your company double your profits and then double them again. Cameron Herold is the Business Growth Guru, specializing in helping organizations refine their message to achieve greatness.

Cameron is the author of the bestselling business strategy books, Double Doubleand Meetings Suck: Turning One of the Most Loathed Elements of Business Into One of the Most Valuable. We will discuss the lessons in his books, how uncomplicated business achieves natural growth and the importance of culture in the workplace. 

Tune in now and learn how a simplified message can create a monumental change.

In This Episode, You Will Learn

  • Tips on how to uncomplicated your business to give it free reign to grow
  • Why your meetings suck and what you can do about it
  • And what a Miracle Morning looks like and how you can start waking up in your own

Key Quotes

  • “Culture is not about the meeting room or lunch, it's about aligning your team around a common vision.” - Cameron Herold
  • “The problem isn't meetings, the problem is that we’ve never trained employees how to participate in meetings.” - Cameron Herold
  • “The world is riddled with coaches, but most of them have never run businesses or built companies.” - Cameron Herold
  • “We need to remind people that this is just what we do for money. This is not our reason for being. Our brand is not our identity.” - Cameron Herold
  • “Powerpoints don't kill audiences. Presenters wielding power points riddled with bullets kill audiences.” - Park Howell

Mentioned In The Show

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Aug 13, 2017

Jesse Kay is one of New Jersey ‘s most precocious high school students who has a popular podcast, 20 Under 20's, and is becoming an expert on how to connect with Generation Z with your brand storytelling.

Just as we were starting to learn how to best connect with millennials, a new generation has arrived.

Generation Z is making history as the first to be raised in the age of technology, and that makes them more unique than any other demographic. Despite making up almost a quarter of the population, many marketing experts still have no idea how to connect with these youth. Today you will learn how to communicate with Gen Z from an expert.

Joining us this week is one of the most articulate and driven entrepreneurs his age. Jesse Kay is the host of the 20 Under 20’s podcast and has interviewed young entrepreneurs from around the country, seeking to teach youth around the world the lessons gained through business. Jesse is already an expert social media marketer and can teach you just what you need to communicate to any generation through any major platform. He also has great advice for aspiring entrepreneurs of any age, and understands that the best way to start a business is to start right now!

Tune in today and learn how to best communicate with the smartphone generation.

In This Episode, You Will Learn

  • How to effectively attract Gen Z
  • How to communicate with the smartphone generation
  • Co-creating your own stories through social media

Key Quotes

  • “As long as you know your audience, you can connect with them.” - Jesse Kay
  • “If it fails, that's okay. Failure is learning.” - Jesse Kay
  • “There are no barriers. Anyone can start anything.” - Jesse Kay
  • “You have to take a hard stance to capture someone's attention.” - Jesse Kay
  • “You have to be extreme in your storytelling to catch Gen Z.” - Park Howell

Mentioned In This Episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Aug 6, 2017

 

You might have a brilliant idea for your business endeavor, one that could catapult you and your cause to greatness. But when you try and explain it to your customers, they may not fully grasp your vision. That's where your explainer video comes in.

Eric Hinson, the founder of Explanify, is here to explain the explainer video and how to use brand storytelling in it for your story marketing. Eric is a master at finding the essential story thread wrapped around a concrete idea to create a powerful 90-second video narrative. Today he will explain his explainer video structure, using his ìUncoveryî system, and how you can create a captivating short story.

In This Episode, You Will Learn

  • The ideal 90-second story structure
  • Using the "Uncovery" process to find the heart of your story
  • Turning abstract concepts into concrete stories

Key Quotes

  • "Here is the status quo, here's what weíre going to do to make this better for you." - Eric Hinson
    "Nobody buys features, they buy the benefits." - Eric Hinson
    "It's about simplifying your story and getting to the core of your message." - Eric Hinson
    "The whole point of clarity is to meet your business objective"- Eric Hinson
    "If you have a killer story that takes the mind on a journey, even without good visuals, it will move people." - Park Howell
    "Don't overthink creativity." - Park Howell

Mentioned In The Show

Business Story Strategist, Keynote Speaker, and Brand Raconteur

Park Howell is a†trusted brand story strategist†and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast†helps leaders of purpose-driven organizations†clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

 

Jul 30, 2017

Every day a story is told on social media that reaches tens of millions of people.

These stories are not big budget films or complex advertising campaigns, they’re created by humans just like you. But many people believe you need an expensive camera and extensive training to create a successful narrative, and that is not true at all. That’s why today we will be explaining how an intimate, authentic origin story is the most effective message.

Joining us is an international superstar. Paola Baldion is a social activist an Academy Award winning actress who has starred in films from Columbia to Italy. Paola is also the creator of the viral video, #IAmMigration.

#IAmMigration is a minute long video shot with a cell phone camera, but within a week, it received over 17 million views in Europe! She knows firsthand that you don’t need a whole crew to send your message, just an authentic story. 

Paola and her husband Jamie are working on expanding their project, and aim to turn I Am Migrationinto a documentary.

They will be traveling across the United States, seeking the origin stories of everyday people. In fact, you may be able to be a part of their movement! Stick around and find out how! Email them at info@iammigration.com.

In This Episode, You Will Learn

  • The power of truly knowing yourself
  • Importance of knowing your origin story
  • The unique benefits of social media

Key Quotes

  • “A lot of people don’t know how to be professional, and that’s when their career drops.”– Paola Baldion
  • “What I took away the most was to be myself and to be respectful to my co-workers.” – Paola Baldion
  • “I want to get an intimate picture of who they are.” – Paola Baldion
  • “Nowadays we have no excuse not to get our content out there.” – Paola Baldion
  • “It’s not just enough to understand what’s going on, you need to overstand it.” – Park Howell
  • “It’s critical to find the hook within your brand.” – Park Howell

Mentioned In This Episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Jul 23, 2017

My mission for Business of Story is to help you become a better storyteller. When you have this powerful skill, you will achieve greatness. But most of our guests are already brand storytelling experts, with years of experience. Today, we will be showing you the process in action.

Our guest is Temitayo Osinubi, author of Beyond Buzzwords, and host of the Marketing Disenchanted podcast, and he is calling in to discuss his brand story on air. In his experience, the world is full of ignorant and often malicious marketing ‘gurus,’ taking advantage of naive young entrepreneurs. That is why Tim has taken action, working to right the wrongs and teach novice marketers skills that will benefit them for the rest of their lives.

Listen how Temitayo uncovers his brand purpose and finds his category using the Story Cycle, and how you can too. This process is our tried and true method that can bring your story to life.

This is the second episode in our series that focuses on assisting our beloved listeners. If you would like to be on the show, or even just chat with me for a bit, please give me a call! I would love to hear your story.

In This Episode, You Will Learn

  • How to find your category in the market
  • What are your specialties? What makes you unique?
  • Clarifying your purpose driven story

Key Quotes

  • “It’s not about what you make, it's about what you make happen in people's lives” - Park Howell
  • “You need to humanize what you’re talking about in your market position.” - Park Howell
  • “A lot of the decisions we make are based on how they affect our reputation.” - Park Howell
  • “A lot of bad advice is being spread unknowingly. Their opinions are based on the experience they just don't have.” - Temitayo Osinubi
  • “There's a lot of conflicting advice, and there's a lot of bad advice. It can be a very disenchanting process.” - Temitayo Osinubi

Mentioned In This Episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Jul 16, 2017

I was struck by one theme that kept appearing in the past 100 Business of Story episodes – How stories transport us. A true story well told connects emotionally and inspires. It moves people. Aligns teams. Connects with customers. Grows revenue. And will amplify your impact.

[caption id="attachment_23298" align="aligncenter" width="600"] Image from a favorite Photoshop artists, James Popsys, who explored visual storytelling on the Business of Story podcast.[/caption]

Thank you for listening to the Business of Story. I've enjoyed all of your wonderful notes about the impact the show and our guests have had on you. And how you have grown as storytellers to literally nudge the world in any direction you choose.

You rock!

Now, I want to up the ante, to go all in by refining, clarifying and focusing my own Business of Story story. To help you do the same in your business.  From episodes 102 and beyond, nothing in the Business of Story will make sense except in the light of connection: helping purpose-driven leaders like you clarify your story to grow revenue and amplify your impact in the world by connecting you with your audiences, and moving them to action, through the power of true business stories well told.

This is my singular focus for the Business of Story, and it has taken me 100 episodes to finally arrive at this focus. Plus, a great deal of help from my good friend, Greg Head. More on that, and him, in a bit.

What you’ll get out of this show:

  • How to find and articulate the unique purpose that drives you and your organization.
  • How to clarify that story with lots of examples and resources for you.
  • How to use the impact you’ll make as the launching point for the epic growth of your organization.

You see, after 100 amazing guests – story artists from around the world who have been on our show helping you craft and tell compelling stories that sell – this theme of igniting the growth of purpose-driven leaders through the power of story has expressed itself.

I realized that some of my favorite episodes were with people whose personal stories were much larger than their brand story, and in fact, influenced the direction of their organizations.

Like Vincent Stanley, for instance. He’s the Director of Philosophy for the outdoor retailer, Patagonia. He was one of my first guests back in July of 2015. And he talked about how Patagonia essentially invented story marketing in their first product catalogs when they opened in 1973.

Their mission is to turn customers into activists to help protect our wilderness. A pretty important purpose, especially for an outdoor company.

Another episode I refer to often is the one I did with Hollywood story consultant, Jen Grisanti. She wrote an amazing book called Change Your Story, Change Your Life. Jen not only teaches and coaches movie and TV screenwriters how to perfect their craft but also how to live into a bigger story. This episode explores the important question:

“What is your personal dilemma connected to your professional pursuit?”

What’s the conflict in your story and how does your brand help your customers overcome that conflict to get what they want? No conflict no story.

How about the conflict around the stuff cramming your home? Michele and I are in the process of a move, and mucking out 30 years of stuff is a major pain in the ass. Brian Scudamore, the founder of 1-800-GOT-JUNK, joined to talk about how he grew the brand to become worth in the neighborhood of a quarter-billion dollars all on the premise that he is not in the junk business, but the leadership business that happens to haul junk. Now that’s a focused, purpose-driven business.

I’ve learned that if you truly want to live into a bigger story for your personal and professional brand, then you must find a purpose greater than yourself to serve.

The purpose of the Business of Story has always been to help people live into and prosper from their most powerful story. But that line is too vague for some people.  It ultimately comes down to helping leaders of purpose-driven organizations clarify their story of growing their revenue and amplifying their impact.

I know I’m repeating myself from the top of the show, but I want to be crystal clear with you what this is all about. And, I want to underscore that it is critically important for you, too, to be “crystal clear” with your personal or professional brand story. Because if you’re not, you will drown in the sea of sameness that we all compete in. And I’ve found that when you get your brand story straight, everything else comes into alignment.  Everything else gets easier. You say “no” to more things and “yes” to the fewer, but the most important, things.

My Origin Story

Two years ago I was a total story geek. Ok, I still am.

My goal for the first 100 episodes was to help you understand and appreciate the power of storytelling in your business and in your life so that you would become more intentional about it; connect with people at a deeper level; and advance your visions and mission further faster. I had the help of my friend Jay Baer at Convince & Convert who helped me produce and distribute my first year-and-a-half worth of shows with great people like Jess Ostroff of Don’t Panic Management.

The past 20 or so shows have been produced by Brian Adoff of Riveting FM out of Philadelphia. He has brought a musician’s ear to the quality of the production and some terrific marketing insight as well. Thanks for that, Brian.

Lisa Loeffler of Genuine Media has assisted me in the distribution and advertising for the show, as well as my speaking engagements: an invaluable part of my team. I can’t recommend these two enough if you need to build a virtual team.

My focus has been on sharing how stories work, the architecture of epic stories, and how to use them in your business. If you’re an avid listener, then you probably know my story by now. So here’re the cliff notes…

I’ve been in advertising for more than 30 years, ran my own agency for 20 years, and for the past 15 years, I have been steeped in business storytelling.

My deep dive into brand storytelling began around 2004 when I noticed that our traditional advertising work wasn’t nearly as effective as it used to be. As I often say in my speaking engagements and workshops; “Brands used to own the influence of mass media, but now the masses are the media, and they are your brand storytellers. You and your brand must become the story maker.”

One of my favorite examples of a brand doing this very thing is AirBnB. They do a heroic job of placing their customers – both their homeowners and guests – at the center of their brand story. Then they make it easy for them to share their stories. I love their tagline, Belong Anywhere. AirBnB is selling inclusion and freedom: two pretty dynamic concepts, and an especially powerful purpose, given this moment – and let’s hope it’s just a moment – in Trump time.

By the way, have you seen Sweden’s latest story marketing campaign? The country just listed itself on AirBnB and its purpose is plain to see: "Explore the Freedom to Roam.”  Sure, they’re ultimately going after tourists, but they do it with such a beautiful purpose that plays to the sensibilities of reasonable and fun loving people. Take a listen, and then go to our show notes to see the video.

Ok, so I digressed a bit. I get so excited when I come across smart story marketing.

I was telling you my story about how I realized the impact you can have when you become an intentional storyteller: Telling stories on purpose. I learned that storytelling held the key to reconnecting with audiences, so I started studying everything I could find on the subject.

It really started in 2006. Our middle son Parker went to film school at Chapman University in Orange, CA. I asked him to send me his textbooks when he was finished with them – after all, we were paying for them – so I could learn what Hollywood knew about captivating audiences through story. Plus, I suppose I wanted to vet this college education to see how Chapman prepared eager filmmakers to be competitive in the most competitive storytelling market in the world: Hollywood.

I realize now that this was my creative right brain diving into storytelling. At the same time, our youngest son Caed had to undergo brain surgery to reduce swelling in his ventricles. During the run up to survey, Caed went through a battery of tests, and Michele and I read everything we could absorb about the brain and how it functions under the significant stress of encephalitis.

One of the books I found, which has become my favorite on storytelling, is The Storytelling Animal: How Stories Make us Human, by Jonathan Gottschall. In it, he explores the intersection of story structure with brain structure and how our minds yield helplessly to the suction of story.

Jonathan became a long-distance friend of mine, has been kind enough to lecture twice to my students at Arizona State University, and he was also one of my first guests on the Business of Story podcast.

In hindsight, I realized that I, too, was living at the intersection of right brain Hollywood storytelling and left brain story mechanics as I was learning from the journeys both of our sons were on.

This is when I was introduced to Joseph Campbell and his universal story structure of The Hero’s Journey, and why it connects so powerfully with the deep reaches of our mind: the subconscious where our intuitive decisions are made that shape our beliefs and behaviors.

Note: The creator of What makes a her0?, Matthew Winkler, joined us on the Business of Story podcast. Hear how he created one of the most watched videos in the TEDEd library.

During this time between 2006 and 2010, I found myself at the crossroads of the neuroscience of storytelling – how we’re pre-wired from birth to make meaning through stories – with the architecture of stories – how to use them to connect with people on a very primal level and move them to action.

Since then, our two boys are doing great. Caed is a healthy 23-year-old composer and producer of EDM, or Electronic Dance Music, and a DJ, and Parker is pursuing his dream of becoming a filmmaker in downtown Hollywood. He pays the bills as a sought after motion designer, and you can see his work in the new CBS game show, Candy Crush.

Now that I was armed with the why and how of business storytelling, I created the Story Cycle system that is inspired by Campbell’s Hero’s Journey. Instead of his 17 steps, I’ve mapped it to 10 steps that any business can use for high-level brand story strategy development right down to tactical creative elements including TV spots, web user experience design, blog posts, print ads, sales presentations… you name it.

[caption id="attachment_23305" align="alignright" width="300"] Download your DIY Brand Story workbook.[/caption]

I was so excited to share with the world what I had learned, and the success we were having with our clients, that I began pursuing all of the brightest minds in storytelling to share their brilliance with you. To be totally honest, I was being self-serving, too, Because I get to learn right along with you with every episode. That alone makes all of the cost and effort of a podcast worth it.

One of my early successes was having legendary screenwriting coach, Robert McKee, on the show. We had such a wonderful conversation, he returned for an encore performance. By the way, you will find links to each of the episodes I mention in our show notes.

I first met McKee when I attended his four-day Story Seminar in the LAX Sheraton in 2010. Parker joined me. He was there to advance his filmmaking screenwriting chops, along with about 200 of his competitors, and I was there to learn what a marketer like me could learn about Hollywood storytelling to make our creative more impactful.

 

After the seminar, McKee invited me to his Connecticut home to interview him for my podcast. Now, this was not for the Business of Story, but for my very first flailing attempt at podcasting. I had never done one before and I showed up in his living room with my little Zoom recorder and my wits. I placed the recorder between me and him on the sofa, and away we went. For three friggin’ hours. He was so kind and generous with his knowledge on screenwriting and how we can use it in our businesses, and I was making it up and learning as I went.

This remarkable experience underscores a fundamental premise that Joseph Campbell talks about when you follow your bliss, and by bliss, he means the authentic story you have the courage to live into.

“When you follow your bliss, doors will open where there were only walls before.” – Joseph Campbell

Robert McKee and his lovely wife Mia, open their home and their world to me. And for that, I will be forever grateful. You can still listen to that session, edited into ten 10-minutes segments on Soundcloud.

If you don’t know the man and his work, all you have to do is watch this scene in the Spike Jonze’ movie, Adaptation, starring Nicholas Cage as struggling screenwriter, Charlie Kaufman. Actor Brian Cox portrays McKee as he responds to Kaufman’s question during, presumably, his famous Story seminar.

Any questions?

Ok, take a deep breath.

Another one of my favorites was a guy who epitomizes the intersection of science and story, and that is Dr. Randy Olson. He is a Harvard Ph.D. Biologist who also graduated from the USC film school. Randy has produced three documentaries on the environment and climate change and has written three books to help scientist become better communicators through the power of storytelling.

His latest book, Houston, We Have a Narrative: Why Science Needs Story, is my favorite scientific look at storytelling.  The book focuses on the And, But and Therefore construct to creating stories. It’s so simple and yet so powerful. I call it the DNA of story.

I’m honored to say that Randy has become a good friend, and he’s been on my show twice. The first time talking about the ABT. And his most recent appearance was the day after the election. He dissected Trump’s narrative intuition and why he won the election because he out-storied the Democrats. “America used to be great. America is no longer great. I’ll make America great again.” Three acts. Set up, problem, resolution. One that may become the most successful use of the ABT of all time.

Olson’s Trump episode is one of my most listened to from around the world. I even had some friends reach out to me in disgust suggesting that I was capitalizing on Trump’s victory for my own Business of Story gain by highlighting his narrative intuition. My response to them, and you if you feel the same way, is that you must understand the magic to combat the spell.

Listen to all of Trump’s ramblings through the lens of the basal ABT structure, and you’ll get a whole new appreciation for how he hoodwinks his base, goes against reason and demolishes the Democrats. The Dems simply don’t know how to connect with America through a story.

Olson’s purpose is to advance science by helping big thinkers connect with the rest of us. His vehicle happens to be the ABT, the DNA of story.

Another of my favorite authors is Lisa Cron, who wrote Wired for Story: The Writer's Guide to Using Brain Science to Hook Readers from the Very First Sentence. Lisa came on the show to explore the art and science of storytelling to help you with your brand narratives.

While Lisa’s book is about guiding fiction writers in writing the next epic novel, Lee Gutkind, the founder of Creative Nonfiction and author of several books including, You Can’t Make This Stuff Up: The Complete Guide to Writing Creative Nonfiction from Memoir to Literary Journalism, is the foremost authority on the art of sharing true stories well-told.

These two approaches are important to brand storytelling because you want to tell true stories about how your product or service have empowered and leveled up your customers while using brain science to understand and appreciate how to craft and tell your stories.   

Clarify your story, amplify your impact and simplify your life

We’ve used the 10-step Story Cycle system to help Clinica Adelante reframe its brand story from a 30-year-old community health center to a national leader in sustainable healthcare, and they have grown by 300 percent in the past five years.

Goodwill of Central Arizona has used or Story Cycle system to grow from 17 stories doing $24 million in annual sales in 2003 to nearly 100 stores doing north of $140 million in sales today, with the proceeds going to workforce development programs that help put a record number of Arizonans back to work. Their purpose? Good stuff, good work, Goodwill.

Coca-Cola used our storytelling to launch an eco-driving program with its 60,000 fleet drivers and their staff in 2010. They double their expected gains in fuel efficiency in the first three months of the initiative.

What do these three clients have in common? They all pursued a purpose greater than just selling products and services and making money. And they used intentional storytelling – telling stories on purpose – to achieve epic growth.

That is the power of a purpose-driven organization over its traditional, status-quo competitor who focuses on the bottom line, short-term gains and investor returns over empowering the people and the communities it serves.

Tell your stories on purpose

That’s why now, as we move into our third year of producing the Business of Story podcast, our sole focus is to help leaders of purpose-driven organizations like yours clarify your story to grow revenue and amplify your impact.

What we make is the proven Story Cycle system with tools and techniques to help you become an intentional storyteller. But what we make happen is helping you become a more powerful communicator, connect with audiences like you never have before, motivate and inspire people to action, and advance your mission, initiative or cause further, faster than you ever imagined. What we make happen is what drives our purpose: to help people live into and prosper from their most powerful stories.

Learning moment: Are you telling brand stories about what you make, or what you make happen? Stories about the human impact you are having; how you are leveling them up. Stories about how you deliver on your ultimate brand purpose. You see, when you tell stories about what you make, your are immediately commoditizing yourself and your offering. You start to drown in the sea of sameness. But when you tell stories about what you make happen, then you will rise above the noise and be heard.

Red Bull doesn’t sell you a highly addictive concoction of caffeine, taurine, and sugar. Their story Gives You Wings. Actually, the higher brand purpose was defined by its founder, Dietrich Mateschitz, when he started his company:

“Red Bull gives wings to people and ideas.”

Now isn’t that a bit more compelling than selling just an energy drink? It must be because Red Bull not only invented the category. They still own nearly half of the worldwide market for energy drinks.

Let’s face it, without a good story that connects on a primal, visceral level with your audiences – making them truly feel something – then you’re just more noise in the cacophony of communication we all swim  – and drown – in.

Without a focused story that clarifies the uniqueness, relevance, and urgency of your brand offering you will be marooned in the sea of sameness that we all encounter in this age of abundance. Your customers – just like my customers – simply have too many choices to choose from. What’s going to make you rise to the top of your food chain?

Without a defined point to your story – a supreme focus on what you do better than anyone else buttressed by a compelling purpose – you will languish in the land of commoditization. In fact, declaring your number one position in the marketplace, what you do better than anyone else in terms of features and benefits, is your first step out of the primordial muck of commoditization. And your defined purpose is your lifeline.

So I’m taking my own advice. As I mentioned, my friend Greg Head, who was the head of marketing for Infusionsoft and helped them become a $100 million dollar company in 10 years because of their extreme focus on sales and marketing software for small business, helped me define my brand focus of working with purpose-driven leaders. It’s important, too, because I am competing in an increasingly crowded industry of business storytelling.   

Some of my competitors I admire most – some friends, some acquaintances, and some strangers – include Donald Miller and his StoryBrand process. I’ve done his program myself for my Business of Story brand. StoryBrand’s focus is to help small business grow their sales by clarifying their story on their websites.

My interesting connection to Don, even though I’ve never met him, is that his best-selling book. A Million Miles in a Thousand Years, and it’s overall theme of “What makes a great story also makes a great life,” had a profound impact on me as I was creating the Story Cycle system. In fact, I went to Don’s very first seminar in Portland in 2010, long before he created his StoryBrand process, to guide my thinking on how to help people live into their most powerful stories.

In fact, I went to Don’s very first seminar in Portland in 2010, long before he created his StoryBrand process, to guide my thinking on how to help people live into their most powerful stories.

Another terrific professional in the storytelling game, and a guy I count as a friend is Michael Margolis of GetStoried. When I think of Michael and the international work he does, I think of storytelling around innovation. He works with large, global brands, including the likes of Google, Deloitte, and NASA, to help them further innovation within their organizations. Michael is definitely the innovation story guy in my book.

If you’re looking for business storytelling in the tech world with a twist, then I’d definitely send you to Kathy Klotz-Guest. If you’ve ever seen HBO’s Silicon Valley, Mike Judge’s hysterical TV series about, well, Silicon Valley, then you’ll get a sense of Kathy.

She is a technology veteran, stand up comic and marketer extraordinaire who uses storytelling to help her clients curb what she calls, “jargon-monoxide,” you know, that curse-of-the-expert malady that puts audiences to sleep, or worse, with their inane use of jargon. She coined one of my favorite terms in Business Storytelling, Jargon-monoxide.

These are just three of many fellow storytellers, each with a focused brand position: Don Miller’s StoryBrand for small businesses. Michael Margolis’ Get Storied for large organization innovation, and Kathy Klotz-Guest for the tech world.  

By the way, you can hear both Michael and Kathy on my Business of Story show – again, see the show notes for links. And Don, consider this an open invitation to come on my show. Like Michael and Kathy, I admire your work and what you stand for. Hey, I even invested in your Blue Like Jazz movie. That was a brilliant crowd-sourced move, by the way, to raise your final quarter million to get the movie finished. Michele and I loved the movie, and it was great fun seeing our names among the thousands of executive producers.

I help leaders tell their brand stories on purpose

And me? My purpose is to help leaders of purpose-driven organizations like you clarify your story to drive revenue and amplify your success. And I deliver on my purpose in three different ways…

I help you clarify your brand story through our proven Story Cycle system. In fact, if you tuned into my show two weeks ago, you heard me take Jonathan Barney through the Story Cycle system to clarify his brand story around his restaurant service training platform and focus his purpose of helping people live a tastier life.

In addition to clarifying your brand story, I also offer the Storytelling for Leaders and Storytelling for Sales 6-month deliberate practice training programs. Once your brand story is crystal clear, these programs help you find and tell the stories that shape the behaviors that create the culture that drives epic performance. Around your purpose. Essentially, we help you find the true stories within your brand and show you how to tell them well in your advertising, marketing and sales to connect with your audiences. True stories well told.

The Storytelling for Leaders and Storytelling for Sales deliberate practice programs come from another amazing story outfit, this time in Melbourne, Australia. Shawn Callahan and Mark Schenk created these programs 13 years ago and have worked with brands around the world to build storytelling cultures. This offering is the ideal extension to the Business of Story, and I have become a certified partner delivering these proven programs.

Why do purpose-driven organizations need to practice business storytelling now, more than ever, to amplify your impact?

Because business is more complex than ever.  How do you describe your place in the world to your staff, employees, customers, shareholders and other stakeholders when so much external chaos impacts you?  

  • Chaos like growing competition in this time of abundance
  • A widening economic divide between the haves and have-nots
  • The significant environmental and social impacts of climate change
  • Social injustice and unrest
  • A White House and its cronies that appear hell bent on alienating America from the rest of the world

In fact, I spent 12 days in The Netherlands a couple of weeks ago working with our ASU students. Guess what the prevailing sentiment is towards our president? I heard this from business leaders, bureaucrats, and bartenders. They ask all in their own way:

“How did you Americans let this happen and what are you going to do about it?”

You don’t think this president is going to impact your business, think again. And what stories are you telling your employees to keep them all focused on your purpose to grow your sales and amplify your impact: the three things you actually have control over?

I’m afraid power points, infographics, snapchats and tweets aren’t going to do it for you anymore.

By the way, I reminded our students in Amsterdam that power points don’t kill audiences. Presenters using bullets in power points do.

Don’t believe me? Just listen to Janine Kurnoff of the Presentation Company on Business of Story to learn how to bring storytelling to all of your communications so you can cut through the clutter and connect.  

Or tune into Nick Gray of Museum Hack on how to bring adventure to your brand through storytelling. And on that note, take in my conversation with the ultimate conspirator to business success, Robert Rose on why you must turn your adjectives and adverbs into adventures in your story marketing.

Stories connect in our disconnected world

Another reason why story is more important now than ever is that our uberly connected world has created a massive malady. Attention Deficit Disorder is now a communicable disease, and we’re all the viruses.

Our connected world has ironically made us all less connected in human terms.

I had a fascinating guest on about a month ago. His name is Jordan Bower, a Transformational Storytelling Consultant, and Corporate Intimacy Expert. Ahhh, see his unique positioning… his fine point… his focused purpose: Transformational Storytelling Consultant and Corporate Intimacy Expert? On my show, Jordan told me about his girlfriend breaking up with him in the summer of 2010.

Devastated, he did what we would ALL do in this circumstance: he walked from Seattle to Mexico along the Pacific Ocean.  Right? During his four-month odyssey to find himself, Jordan came across thousands of people.

He shared coffee, meals, campfires, and beers with folks from all walks of life: from hobos and hillbillies to surfer dudes, to housewives, tech titans and I’m sure there was a social media guru or two in there as well. I asked him what the common theme was among these disparate people. What do you think he said?

I asked him what the common theme was among these disparate people. What do you think he said?

Jordan told me that to a person, the common sentiment was alienation and loneliness.

He learned on his trek that these dopamine pumps we call iPhones and Androids, that promise to connect us with the world, actually create greater isolation. One intense symptom is FOMO, or the fear of missing out. What we’re missing in our over-communicated world is authentic, person-to-person interaction. If Gottschall said, “Our minds yield helplessly to the suction of story,” then I believe our hearts crave bonding with real people.

Jordan’s point of people feeling alienated and lonely is not the first time I’ve heard this theme. But it struck me hard on this show. I even created a manifesto of sorts just to help me get my head around this phenomenon. I call it: The Virtual Connection Myth.

"Our digital dopamine pumps artificially reward us for superficial online interactions masking an epidemic of alienation and loneliness people suffer as their storytelling skills atrophy in the absence of authentic human connection in the real world."

OMG, am I suffering from jargon-monoxide?

My point is this: The most powerful story will ever tell is in-person. If you can’t be in front of the water cooler with your audience, then the second most powerful story you can tell is first person, online.

Tell me a story with a time stamp, when did it happen, a location stamp, where did it happen, real people as the characters. Give me action and adventure, surprise me, and then deliver your business point! And believe it or not, you can do this in 60 seconds or less.  

On Thursday, June 26, I was giving a storytelling workshop for a bunch of  Dutch professionals who specialize in sustainability and the circular economy in Haarlemmermeer, Holland.  A young man named Max is an intern for one of the organizations and is about to graduate with his business degree in sustainability.

I asked the gathering who their toughest audience was so we could work on stories to connect with them on their terms. Max told me it was his granddad. You see, his grandpa didn’t understand sustainability, didn’t believe in man-made global warming and told Max he was wasting his time with his foolish degree. I could tell he was crestfallen by not having his grandfather’s approval.

So I instructed Max to use the Story Cycle to craft a story from his grandpa’s point-of-view and then challenged him to share his story over the weekend.

I ran into Max four days later when our ASU cohort returned to Haarlemmermeer for another session. He had the widest smile on his face. I asked him “What’s up, dude?”

He told me about having the conversation with his grandpa about climate change and how he used a hockey stick to demonstrate to the old man how carbon in our atmosphere has remained relatively balanced for millennia and then pointed to the curve end of the stick to demonstrate the man-made carbon we have pumped into the system over a short amount of time.

“This was the first time my granddad ever understood what I was talking about,” Max proclaimed through his smile. “And I told him that fixing this problem is important to me and that’s why I’m doing what I’m doing.”

I asked Max if his granddad likes hockey.

“Loves it,” he said, with his smiling growing even wider.

Smart young man, that Max. Understanding his audience and having such empathy for their point-of-view that he found a way to use a story to connect, change his beliefs, and earn his approval.

By the way, I learned this basic structure to story with time and location stamps, characters, action, a surprise and point from my friends at Anecdote. And we cover it in great detail in our 6-month deliberate practice programs.

The most invaluable FREE advice you'll ever get

Now I’d like to help you clarify your brand story strategy, focus your purpose of growing your revenue and amplifying your impact. When I told my producer, Brian, who you met earlier in the show, about what I’m about to do, he actually said it might not work because it sounds too good to be true.

Well, maybe. You’ll have to be the judge of that.

What I am offering to you, with no strings attached, is a complimentary 30-minute phone call to demonstrate how quickly you can get your brand story straight. I promise it will be the most invaluable free advice for you, your business and organization that you have ever received.

Register for your FREE Impact Call. I’ll help you clarify your story in 30 minutes or less. You have nothing to lose. What’s in it for me? I get to connect with real people, in real time and learn about your real needs. Our conversation, while helping you clarify your story to grow revenue and amplify your impact, will also help me better understand exactly what the market needs.

What’s in it for me? I get to connect with real people, in real time and learn about your real needs. Our conversation, while helping you clarify your story to grow revenue and amplify your impact, will also help me better understand exactly what the market needs.

This is a total win/win consulting call. You will be doing me a huge favor by helping me dial in my purpose: To help you live into and prosper from your most powerful story.

This is a limited time offer, and I can tell you that not everyone is going to get the free impact call. If you’re in business just to make money, then I’d recommend you reach out to some of the other storytelling consultants. But if you’re into to truly amplifying your impact and empowering the people around you to live into and prosper from your story, then I’m your guy.

Register now at our new and improved website, businessofstory.com. And if you want to get the most of the call, download your DIY Brand Story Workbook first. Outline yourstory. Then let's chat.

And thank you for listening to this special, one hundred first episode of the Business of Story podcast. Gag, you’re probably hoping that I don’t return solo for another hundred shows.

And one last request. We have 74 reviews on iTunes, and I’d love to push that over the 100 mark in celebration of our one hundred and first episode. Would you do me a huge and be one of those listeners that pushes us over the top of the century mark in reviews. It only takes minutes and would mean the world to me. I appreciate it.

Finally, I want to remind you that regardless of what you do with your business, leadership and sales storytelling, that...

"The most potent story you will ever tell is the story you tell yourself. So make it a good one."

Thanks for listening, and until next Sunday, have a wonderful life.

Jul 9, 2017

In order to become the best leader you can be, it's critical to give your team a call to something bigger.

The best leaders can tap into the audience’s core values and inspire action, and spark a strong purpose in the community. But what if you have difficulty forming that intimate connection with members of your team? The answer, of course, is to find your story.

Our episode this week is about using your stories to engage people in what you’re doing. Joshua Spodek can tell you firsthand that this is not rocket science. Joshua is a bestselling author, world-renowned media leadership expert, and a Ph.D. in astrophysicist who has helped both NASA and ESA put satellites into orbit. How’s that for a resume? Joshua is joining us with his new book, Leadership Step by Step, to discuss how leaders can create a new story that your team can live through, thereby amplifying your impact.

With three powerful exercises and a special freebie, you will have the tools to utilize your leadership storytelling to your highest potential.

In This Show, You’ll Learn

  • Josh’s meaningful connection exercise
  • Finding your authentic voice
  • Embracing your inner monolog

Key Quotes

  • “You don’t get strong from reading about lifting weights.” – Josh Spodek
  • “I think the reason people don't do stuff is often not because they don't see the value in it, it's that they can’t find motivation. It's easier to just keep doing what they're doing.” – Josh Spodek
  • “A meaningful connection is not just a friendly conversation, it's also a business-to-business endeavor.” – Josh Spodek
  • “Managers deal with behaviors, leaders deal with emotions” - Joshua Spodek
  • “the greatest stories we tell are absolute authentic true stories well-told.” – Park Howell
  • “to be real with it then allows you to find your own true voice and be more authentic and connect on that level.”  – Park Howell
  • “Every great story is really around shaking your protagonist out of status quo.”  – Park Howell

 

Mentioned in this episode

Story Marketer Of The Week - Pixar

Disney’s animation studio, Pixar, recently produced a phenomenal online tutorial for creating stories. Pixar is the studio behind critically acclaimed films such as Toy Story and Finding Nemo, and their use of the story cycle and the hero’s journey is apparent in each movie.

The storytelling tutorials are available on Khan Academy, and each brilliant and engaging video is taught by one of Pixar’s own storytelling artists. Do you think this campaign was done to find the next big storyteller for Pixar Studios? That’s not the point, this series provides an inside look into the workings of world-renowned films. I think those who take the course will experience a deeper connection to the Pixar movies they watch, which I imagine will lead to greater loyalty for the brand. For that Pixar earns my story marker the week.

I think those who take the course will experience a deeper connection to the Pixar movies they watch, which I imagine will lead to greater loyalty for the brand. For that Pixar earns my story marker the week.

 

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Jul 2, 2017

Have you ever felt the terror of being totally lost?

In business, we prepare for everyday problems and stick to our established plan. But when the unexpected happens and our existence is threatened, we panic; we either fight a losing battle, retreat as fast as possible, or stop altogether in shock. This Fight, Flight or Freeze thought process is a natural survival instinct, but often it can be the end for us or our business. 

We can’t expect the unexpected. That’s why it's critical for you to know the skills to not only survive -- but thrive.

Today’s episode is about a survivalist. Jonathan David Lewis of McKee Wallwork, and author of Brand vs. Wild joins us to share his experience in bringing a brand back from the brink.

As a survivor of a business that almost went under, Jonathan has created methods of fixing a sinking brand using survival psychology and real world crisis procedures. You will learn how to take a brand that is lost, and guide it towards your goal.

In This Episode, You'll Learn

  • Seven factors that impact survival of your business
  • The Air Force’s Five ‘C’s of survival
  • How pride kills in the wild

Key Quotes

  • “The factors that affect our growth are actually in our control.” - Jonathan Lewis
  • “Why do some face adversity and thrive, and others fail?” - Jonathan Lewis
  • “Success can be one of our biggest vulnerabilities.” - Jonathan Lewis
  • “The first thing you need to do when you're lost is stop and orient yourself.” - Jonathan Lewis
  • “You can only prosper from your most authentic stories.” - Park Howell

Mentioned In This Episode

Story Marketer of the Week - Donald Trump

Climate change is the most urgent issue facing humanity, with many people denying the existence of the problem. Scientists working on clean energy struggle to gain traction, but climate change may have found an unlikely, unintentional advocate: Donald Trump.

Documentaries like An Inconvenient Truth are nowhere near as powerful at spreading climate change awareness as the Donald and his denial. Why is this? Because Trump is a contradiction, a conflict, he gives the cause a much-needed antagonist. Having such a vocal opposition towards climate change signaled a call to action like never before.

When your story has high stakes, you can channel that into purpose, and your audience will rally behind your cause. For demonstrating the power of a good conflict we have decided to name Donald Trump as the Story Marketer of the Week.

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Jun 25, 2017

Our goal with Business of Story is to help you create your brand, and in the process, we have fine-tuned our own story crafting procedure. The workbook is a wonderful developmental tool, but not everyone has a clear idea of what that program is. That's why today I’m going to work with a listener like you to demonstrate the ten step story cycle in action.

For the past 97 episodes, we have brought you guests from around the world to share their wisdom in crafting a compelling story for your brand. This week, we’re doing the opposite.

We’ve invited a long-time listener, Jonathan Barney, founder of Inspired.Service, to demonstrate the ten step story cycle program. Jonathan is a service industry veteran and a young entrepreneur who has bravely volunteered to join us and discuss his story.

In this episode we follow the simple guidelines of our brand storytelling workbook: Own Your Story: Your DIY Guide to Craft And Tell Compelling Brand Stories That Sell, and using Jon’s experiences and motivations, we create a powerful business story.

Join us as we take his incipient business, apply the 10 step story cycle to his work, and produce the beginnings of a strong brand narrative. Learn how you too can own your story.

In This Episode, You'll Learn

  • The four-step exercise: identifying your brand’s place in the market
  • How to apply the ten-step story cycle to your brand
  • Learning to love your antagonists

 

Key Quotes

  • “That story was not a huge thing, but it triggered a passion in him” – Park Howell
  • “We want to boil this down to your position in the marketplace. What is your service that nobody else can deliver?” – Park Howell
  • “What you want to do is really understand your audience’s story.” – Park Howell
  • “What is at stake for my audience? What is it they want?” - Park Howell
  • “Who is the hero? It’s not the brand, it’s the customer.” - Park Howell
  • “Someone has to be the first monkey shot into space. I’m glad It was me.” – Jonathan Barney

 

Mentioned In This Episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Jun 18, 2017

Most people believe that the best product wins. That used to be true when consumers had fewer choices. But today we have abundant competing products and services. Therefore, defining a new and unique category for your offering is what will separate you from your competition and insure your survival.

Christopher Lochhead, host of the Legends & Losers podcast and author of the irreverent marketing book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, explains how to create brand dominance through the right market category.

Christopher has been described as the “Howard Stern of entrepreneurialism.” His methods of point-of-view storytelling, the “magic triangle” of business, and insight into market categories are critical for your brand position.

If you want to become a legend, join us for an in-depth method from the legend himself. Learn how you don’t have to beat others at their own game by creating a new game for yourself.

In This Episode, You'll Learn

  • What is a brand category, and why is it important?
  • How to “prosecute the magic triangle”
  • How you can find the right problem

Key Quotes

  • “The category makes the brand, not the other way around.” – Christopher Lochhead
  • “Fall in love with the problem, not the solution.” – Christopher Lochhead
  • “Humans think the person who articulates our problem the best must have a solution.” – Christopher Lochhead 
  • “If you think having the best product is all it takes to win, you’ll probably lose.” – Park Howell
  • “You tell people that, whether they know it or not, they have a problem that I can fix.” – Park Howell 

Mentioned in this episode:

Story Marketer of the Week: Nike

Phil Knight, one of the founding members of Nike Incorporated, published his memoir and his company's origin story. Knight founded Blue Ribbon Sports Company to bring low-cost shoes to the American market, but the journey was not an easy one. Rival shoe businesses kept Nike on the brink of bankruptcy for decades, and Knight knew he had to change his brand's narrative to survive. His book, Shoe Dog, details the ups and downs of their forty-five-year history.

This book is an invaluable insight into the process of becoming a leading member of an industry, and all the challenges that go with it. Stories of underhanded competition, unscrupulous suppliers, a decade of Nike almost going out of business teach the most important lessons for businesses: belief is irresistible, and always take the next step.

For an authentic look into a company's rocky history we have decided to name Nike as our Story Marketer of the Week.

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.  

Jun 11, 2017

It’s not too difficult to get your story out there.

There are myriad social media platforms that streamline your content creation process. But, with hordes of videos, blogs, tweets, Snapchats, Instagrams and updates added constantly, it’s difficult for your message to reach the surface in this sea of content. 

What can a brand do to stand out? What are the secrets to finding your way into the lives of your audience? Why can a 10-year-old do this stuff better than me? These are the tough questions that struggling media marketers ask every day.

This week features the dynamic social media marketing duo of Amy Schmittauer and Vincenzo Landino.

Amy is the creator and host of the widely successful Vlog, Sexy Savvy Social. To the untrained eye, her simple video format may seem ordinary, but the techniques used are remarkably powerful.

Amy has crucial advice for any blogger, vlogger, Youtuber or story marketer trying to get noticed in the cacophony of media. Amy also is the author of Time’s Best-Selling book, Vlog Like a Boss: How to Kill it Online With Video Blogging.

Vincenzo, the creative director of Aftermarq and host of the Brand Boost Podcast, has worked with brands to bring stories to life through creative videos. He helps organizations manifest the “start-up sexy” marketing ideology that commands total brand appeal.

If you’re having trouble getting your voice heard by the right ears, this episode is for you. Tune in for advice and wisdom from two of the world’s best content creators, and you too can learn to navigate through the social media frontier.

In This Show, You’ll Learn

  • Skills for successful video marketing creation
  • Importance of simplicity and specificity in marketing
  • The “do”s and “don’t”s of a brand taking a stand

Key Quotes

  • “These video creators didn’t survive because they lost sight of who they were talking too.” – Amy Schmittauer
  • “You have to look at the camera like it’s a human being. One human being.” – Amy Schmittauer
  • “When you take real action, you have something to show.” – Amy Schmittauer
  • “All that matters is that you told it, not what medium you use or how you told it.” – Vincenzo Landino
  • “We don’t have to be everywhere. Nobody wants to see everything of every day.” – Vincenzo Landino
  • “Too many people put out too much garbage. It's not enough to just start blabbing, you gotta have a point.” – Park Howell

Story Marketer of the Week: AirBnB

Now that you’ve listened to the audio from our Story Marketer of the Week section, you’re ready to experience the whole video (and if you haven’t listened yet, you should! Tune in at 35:32). This beautifully crafted advertisement features a simple tale of a man struggling with his past, and the efforts to help him move through the emotional impact. You’ll quickly see why I’ve decided to name AirBnB again as our Story Marketer of the Week.

Mentioned in this episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.  

Jun 4, 2017

What if I were to tell you that the most crucial aspect of a successful business was not actually profit gain? Would you be willing to believe that a key ingredient in a booming, high-profit organization was generosity?

We at the Business of Story typically focus on the story aspect of brand marketing strategy. Today we’re focusing on the business side.

In the past, marketing and advertising were created for the sole purpose of generating as much revenue as possible, with no concern for the customers. That was then, and this is now. 

The modern consumer has more agency and makes informed decisions based on up to date facts. They no longer serve the brand; the brand serves them. Previous methods of marketing are no longer effective in this age, and businesses need to adapt to survive. How can an organization hope to succeed in this cutthroat world of brand marketing?

Simple; just a little bit of kindness and authenticity. Today’s guest is an expert both in business and humanities. Bob Burg, international businessman, author of Go-Giver, and Endless Referrals is with us to explain how giving is the most effective way of getting.

With decades of experience helping Fortune 500 companies and other business endeavors, Bob has created his Five Laws of Stratospheric Success to share with others the stunning effect that generosity and kindness can have. His goal is to remind us that the purpose of business is not for making money, but the exchange of value so that both parties leave happy. These lessons examining the methods of business are crucial for any entrepreneur who wants to respect and to be respected, by their customers. Tune in today, and learn just how giving is receiving.

In This Show, You’ll Learn

  • Bob Burg’s Five Laws of Stratospheric Success
  • The importance of generosity in the business world
  • Benefits of focusing the story on someone else

Key Quotes

  • “Money is the thunder to value’s lightning.” – Bob Burg
  • “The focus was not in the right place; the focus was on myself.” – Bob Burg
  • “People buy you first before they buy into your product” – Bob Burg
  • “Don’t be afraid to show your authentic vulnerable self, and that gets people to buy into what you are about, so you can help them get what they want.” – Park Howell

Story Marketer of the Week

Not wanting the stress of spending $200 per night on a hotel, my wife and I decided to try out AirBnB during our most recent trip to visit our son in Hollywood.

Boy, were we impressed! Michelle and I have since used AirBnB for basecamp in our travels across the United States and Europe, each room an incredible and unique experience. AirBnB recognizes that it’s more important for the focus to be on the guests, and works hard to ensure that you are the hero on this brand journey.

A large section of their website is dedicated to customers sharing their own tales. Plus, it features the stories of their hosts and photos of the guest’s journeys. For creatively shifting the focus from their own company to the consumers, and for putting the customer in the spotlight of their story, we have awarded AirBnB as the Story Marketer of the Week.

Mentioned in this episode

About Business of Story Podcast

The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders.

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.  

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