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Business of Story

Jun 13, 2022

Jim Kraus, President of Buyer Persona Institute (BPI), shares how to use storytelling to truly understand what your prospective customer believes and values and what motivates them to buy your product or service. 

Explore Park's free and premium story building tools including his new book, Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand:

Like what you hear? Park offers online or in-person workshops, consulting and keynotes. Visit to get in touch.