Archive for Business Storytelling

How instinctual storytelling catches the biggest fish

You cannot resist the lure of a good story Our seaplane banked over a pod of Killer whales on approach after a bumpy four-hour flight from Seattle. We landed in the aptly named Blackfish Sound at the Northern end of Vancouver Island in British Columbia, Canada. It was a sunny but cool July afternoon in 2010. We idled up to the dock at Double Bay Resort eager for another four-day salmon fishing trip. My brothers and I with some buddies migrated here every year…

What you can learn from the Sock Club’s fashionable brand story marketing

I thought I’d do my family a favor and email them my Christmas list this year. Yep, one of the items was socks. I got my first pair yesterday from the Sock Club. And the added gift was the story that arrived with them. I knew it was smart story marketing when I dove into the accompanying letter. Welcome to 2017! This year, we aim to continue innovating, and as we designed our first sock of the year, we were…

Did we just elect P.T. Barnum to the White House?

(The following is an article written by pop culture historian and author, LeRoy Ashby. You can hear our discussion about how Donald Trump used the same hustles P.T. Barnum employed over 170 years ago to win the White House on this episode of the Business of Story podcast: How Popular Culture Affects the Way We Tell Stories.) Donald Trump in many ways has forged himself from American popular culture. He has participated in and sponsored various entertainment forms: beauty pageants, casinos,…

Brand storytelling is not about what you make, but what you make happen

I was in Washington D.C. on Nov. 2 and 3 hosting a Business of Story mastermind class for the American Marketing Association. Nine of their member brands were in attendance to get their brand stories straight, and they all had the same challenge. Their brand storytelling was focused on what they make versus what they make happen. Do you do this: focus on your features and not your benefits? It’s ok. You’re not alone. But it’s NOT ok if you want to take that…

Have you had business storytelling up the Wazzu?

Then create a brand story you can celebrate with your customers The new president of Washington State University cringed at the school’s legendary nickname: WAZZU. V. Lane Rawlins took the helm of WSU in 2000, and apparently didn’t want to run a major university with a brand story associated with that part of the anatomy. So he decided to ban it. Gone were the coffee cups, beer mugs and t-shirts emblazoned with our WAZZU call-to-arms. “Inconceivable!” I thought. What would the Tom Tuttles from Tacoma, WA do if…

The 3 story elements that will humanize the brand of your professional services firm

How to define your brand’s promise, gift and personality Recently, I found myself in a 19th century barn in Haarlemmermeer, a suburb of Amsterdam, delivering a Business of Story masterclass. Ilknur Donmez, the town’s Director of Economic Development, grabbed my arm after the event. She leaned in and in her warm Dutch way said, “Thank you, Park. You’ve given me a present today.” The gift, as she described it, was the ability to envision a new story that she could live into as both a…

What are the villains, fog and crevasses in your professional services firm’s brand story?

3 antagonists you must vanquish for successful B2B marketing The conference room at the Sheraton LAX was cold as a morgue.  Two hundred screenwriter wannabes sat like zombies enraptured by Robert McKee. After all, he is the world’s legendary screenwriting coach, and this was his famous, if not grueling, four-day screenwriting Story seminar. I was in attendance not to write the next epic movie, but to learn what Hollywood knew about crafting and telling compelling stories that sell. I shared my experience in this post: 10 Screenwriting Tips…

4 easy steps to discovering the profit generating brand position for your professional services firm

Every epic brand story starts with a positioning statement that differentiates you from the masses Leo Tolstoy, the famous Russian author, wrestled with the existential crisis of finding meaning in what he deemed a meaningless life. So how do you create meaning in what could be your meaningless brand? How do you get your brand to rise above the noise of the Attention Economy beset with abundant competition and little differentiation? And how do you get your people to buy into your vision,…

Business storytelling for professional services firms with live online video

My first Business of Story Blab session is in the books Great conversation and fun today on our first Blab.im session where we talked about the power of storytelling in our businesses. From coaching family businesses to recognize and embrace the conflict in their organizational narrative… to the power of sharing your why story in the financial services industry… to the importance of visual storytelling for universal connection to audiences around the world, we covered it. More to come in a couple of…

The growing need for powerful business storytelling featured at Social Media Marketing World 2016

The importance of storytelling in business pervaded Social Media Marketing World 2016. Whether it’s real-time stories shared on Facebook Live, Periscope, or Blab.im, to how you approach visual storytelling on Instagram, to how to capture audiences with momentary stories on Snapchat, business storytelling is taking center stage. And it appears we all have to get comfortable starring on our own live TV. We own it now. I had the honor of hosting one of the first workshops. Six hundred plus attendees flowed into the conference…

Listen Online Now