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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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Now displaying: June, 2017

Expert storytellers teach you how to move people to action.

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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