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Business of Story

Jan 27, 2016

Matthew Winkler, educator and originator of the TED-Ed Talk "What makes a hero?" joins the Business of Story Podcast to crack open the Hero's Journey and illuminate the process of applying story to your brand.

The Business of Story is sponsored by ACT!, Sigstr, and Zignal Labs.

  • ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit and enter to win a pair of BOSE noise-cancelling headphones.
  • A company of just 100 employees sends 1,000,000 emails per year on average. What if you had a million new opportunities to engage your key customers and prospects? Sigstr opens up the marketing potential of employee emails. Learn 3 creative ways to unlock the power of email signatures:
  • Zignal Labs is a real-time cross-media story tracking platform to make your life easier to see relevant data and reach your customers where they are. Stay ahead of what the world thinks with a free trial at

In This Episode

  • Why a single story that is represented through the lens of various cultures around the world (monomyth) is important
  • How to live the hero's journey in your day-to-day life
  • Identifying customer personas to build empathy
  • Authentically connecting the brand story with the customer story
  • The most basic story form: change vs. status quo



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