The Business of Story Podcast

How to craft and tell compelling stories that sell in your story marketing

The Business of Story has become one of the top storytelling podcasts for story marketers with downloads topping 150,000 on iTunes alone, and tens of thousands more on Stitcher.

In each episode, you’ll learn from the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs how to make your story marketing standout.

You’ll learn actionable storytelling tips and tactics to make your brand stories and business narratives rise above the noise, connect with your audiences and move them to action. 

Guests include: Legendary screenwriting coach Robert McKee, 9x New York Times best Selling Author and former executive editor of Sport Illustrated Don Yaeger, award-winning BBC producer  John Yorke, Hollywood writing and personal development coach Jen Grisanti, Joseph Campbell documentarian Pat Solomon, one of America’s top social media marketers Jay Baer, renown presentation creators Nancy Duarte & Patti Sanchez, world-traveling story innovationist Michael Margolis, virtual leadership guru Michael Hyatt, brand archtypist Margaret Hartnell,  Hollywood screenwriting sage Michael Hauge,   pioneer of hilarious radio spots Dick Orkin, Hollywood actor and improv artist Brian Palermo, author and science storyteller Dr. Randy Olson, actor and speaking coach Michael Port, creator of H2H marketing Bryan Kramer and more.

From the 60+ 5-star reviews from our fans on iTunes:

  • “Captivating and informative.”  
  • “Outstanding show. A must listen.”
  • “I’m in love!”
  • Wonderful storytelling resource.
  • “An excellent resource for business communicators.”
  • “Blown away!”

So pop in your earbuds and start strengthening within you the one true superpower we all possess – storytelling – to nudge the world in any direction you choose.

How-to-Call-Your-Audience-to-Action-Through-Storytelling-Joel-Bach-Brand- Story-Character

Joel Bach - Co-Creator and Executive Producer of Years of Living Dangerously

How to Call Your Audience to Action Through Storytelling

How to Call Your Audience to Action Through Storytelling

Sometimes our stories have a call to action attached to them, and we hope to inspire our audience into shifting their lives. But creating such a compelling argument can be intimidating. Using story techniques like robust characters, high stakes, and uncertain outcomes can help entice audiences, improve your brand story, and drive change.

Joel Bach is the Creator and Executive Producer of National Geographic’s Years of Living Dangerously. It is a TV show about the impacts of climate change. Joel and his team investigate how the world has been negatively affected by our warming planet, how soon permanent changes might happen, and what we can do to stop it. Their goal is to entertain, educate and engage through sustainable storytelling. 

Joel is an expert at using high-powered personalities to help spread his message as an effective brand story strategy. Every episode of Years of Living Dangerously features a Hollywood celebrity discovering new information. This has included: Jack Black learning about the impact of sea level rise in Miami, David Letterman investigating India’s radical move to solar energy, and Arnold Schwarzenegger on the front lines of more frequently occurring wildfires.

Joel talks about how to use celebrities in storytelling to educate and entertain while not positioning them as the experts to enhance your brand story. He also shares with us the most priceless advice he ever received from Don Hewitt, the creator of 60 minutes. And we talk about the important story techniques including character, high stakes, uncertain outcomes, and the theme or point of your story.

Primary Points:

  • Why compelling stories start with great characters in the middle of action
  • How to utilize celebrities to support your storytelling without calling them experts
  • How to keep your audience’s attention with uncertain outcomes and high stakes

 

Key Quotes:

“If you tell them a compelling story that will stick to their ribs.—@bachchoy (click to tweet)

It’s hard to know what someone cares about until you ask them.” —@bachchoy (click to tweet)

What makes for a good story is a compelling, riveting character who is trying to do something. —@bachchoy (click to tweet)

 

Mentioned in This Episode:

 

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

How-to-Plan-Your-Presentations-for-Effective-Results-Janine-Kurnoff-Character-Practice

Janine Kurnoff - Founder of The Presentation Company

How to Plan Your Presentations for Effective Results

How to Plan Your Presentations for Effective Results

We all want to be compelling storytellers and create memorable presentations, but sometimes it’s difficult to make business data compelling. Investing in a few planning steps and letting yourself practice storytelling techniques can help you craft more authentic, compelling, and effective business presentations based on your available data.

Today we have a specialist with us. Her name is Janine Kurnoff. She and her sister, Lee Lazarus, run the Presentation Company. They’ve been doing amazing presentation work for the likes of Apple, Facebook, Pepsi, Cisco, and Hewlett-Packard, among others. Janine is on the show today to take us through what goes into creating a terrific presentation and where to find your stories. How can you have a very dedicated approach to practicing storytelling so that you get better with every presentation you make?

Janine talks about the four primary story elements to every great presentation, She also shares a quick step-by-step process to plan your presentation. Finally, she takes us through the three ways to incorporate the use of character, an essential element in every story, into your work. 

Primary Points:

  • Why you should always start with story to create great presentations
  • How to remain authentic and connect with your audience
  • How to plan and practice your storytelling to improve your skills

Key Quotes:

Drop the PowerPoint. Close your laptops. Start with your story first.” —@JanineKurnoff (click to tweet)

“You can have your data, but you need to wrap it in a story. Otherwise, it’s just facts.” —@JanineKurnoff (click to tweet)

“I truly believe we are all innate storytellers.” —@JanineKurnoff (click to tweet)

Great storytelling takes practice.” —@ParkHowell (click to tweet)

 

Mentioned in This Episode:

 

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

How-to-Bring-Adventure-To-Your-Brand-Through-Storytelling-Nick-Gray-Museum-Hack

Nick Gray - Founder of Museum Hack

How to Bring Adventure To Your Brand Through Storytelling

How to Bring Adventure To Your Brand Through Storytelling

Reaching out to younger generations can be perilous, and it’s easy to get stuck relying on your same old techniques. But disruption of the status quo can help revamp your storytelling in a compelling way that brings adventure to your brand. That’s why it’s worthwhile to try breaking some rules and shaking up your brand story with some new techniques that focus on the full experience of your customers.

Our guest today did something really remarkable. His name is Nick Gray, and he is the founder of Museum Hack. They have made experiencing a museum so novel, interesting, and so much more fun than it used to be. They’re sought after around the country by companies to help them understand how Museum Hack can enhance experiences through narrative.

We’re going to be covering the three things that Museum Hack did to disrupt the museum experience and make it much more attractive, how to overcome gallery fatigue through storytelling, and what businesses can learn from Nick on how to sell adventures instead of products.

Primary Points:

  • Why breaking the status quo will help you tell a better brand story
  • How to add adventure and audience participation into your office tour
  • How to connect with younger generations by evolving your storytelling

Key Quotes:

Three main things: guides, games, and gossip.@nickgraynews (click to tweet)

We don’t think of ourselves as breaking the rules, but we’re breaking traditions.” —@nickgraynews (click to tweet)

We’ve seen storytelling evolve, in that many people are looking for new ways to connect with Millennials. @nickgraynews (click to tweet)

Mentioned in This Episode:

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

How-to-Create-Stories-to-Engage-Millennials-With-Your-Brand-Gabriella-Mirabelli-media

Gabriella Mirabelli - Founder of Anatomy Media

How to Create Stories to Engage Millennials With Your Brand

How to Create Stories to Engage Millennials With Your Brand

Understanding the younger generations can be challenging. We all want to attract the younger crowd to our brands, but how do we create content that allows millennials and beyond to come to us?

We have a really fascinating show for you today. It’s all about millennial marketing and how to use storytelling to connect with the millennial world.

Gabriella Mirabelli is the founder of Anatomy Media in New York. She is the foremost authority on translating millennial behavioral trends for executives at major media enterprises. Her company works with such clients as Amazon, NBC, and Universal, just to name a few.

In addition to millennial marketing, Gabriella and I look at what is happening in the binge watching world. We discuss what the binge culture is doing to the way stories are being consumed and what that can mean for marketers out there in your brand story strategy. Let’s jump in!

Primary Points:

  • Why it’s critical to understand how to effectively speak to different generations
  • How to create content that enables customers to consume the story in ways they enjoy
  • How to know when it’s helpful to use data and when it’s better to ignore it

Key Quotes:

“Habits die hard.@g_mirabelli (click to tweet)

“Data is important and can be helpful, but data isn’t the only thing.” —@g_mirabelli (click to tweet)

“You’ve got to finish the story.” @g_mirabelli (click to tweet)

Mentioned in This Episode:

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

How-to-Make-Amazing-Videos-to-Tell-Your-Brand-Story-Julian-Mather-Magic-Video-marketing-story marketing videos

Julian Mather - Founder of Tailor Made Career

How to Make Amazing Story Marketing Videos for Your Brand

How to Make Amazing Story Marketing Videos for Your Brand

You don’t have to go any further than Facebook Live to know that story marketing videos are all the rage. And it’s a storytelling trend that is growing exponentially.

While it can be intimidating to enter into this new world of visual storytelling, there are many easy steps you can follow to make fantastic videos without spending lots of money.

On another and yet equally important note, sometimes we are ready for a career shift but are too afraid to make the change. But just like learning a new medium for storytelling, everyone can leverage their existing knowledge to create a more fulfilling and lucrative career at any age.

I met today’s guest when he reached out to me after hearing our episode with Pam Smith last June. Her show was so moving that he was inspired to actually change his career path at age 55.

Julian Mather will share his story of how he went from being an army sniper to decades of work shooting film and video for such organizations as National Geographic and the BBC. He also shares his experience as a cinematographer to teach us how we can use video to capture our brand narratives in our story marketing. He’ll teach us how we can use video from something as simple as our iPhones to create amazing footage.

Julian has recently created a program for people looking to make a career shift that guides them through leveraging their expertise to start a new business. As he says: “This world doesn’t need more information, it needs more wisdom.”

Primary Points:

  • Why it’s completely possible to craft a new and more fulfilling career at any age
  • How to make fantastic videos for your brand without spending lots of money
  • How to use basic three-act structure to enhance all of your storytelling

Key Quotes:

“Never open a restaurant unless you’ve got a starving crowd.—@JulianMather (click to tweet)

I just see opportunities everywhere.” —@JulianMather (click to tweet)

“It’s only when you let go that you can start the fresh chapter in your life.” —@JulianMather (click to tweet)

Mentioned in This Episode:

 

Are you ready to get your brand story straight? Get your storytelling marketing started with the DIY guide to compelling brand stories that sell.

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