The Business of Story Podcast with Host Park Howell

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

The Business of Story, hosted by Park Howell,  is one of the top brand storytelling podcasts for story marketers with downloads topping 220,000 on iTunes alone, and tens of thousands more on Stitcher

Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your story marketing standout. 

Guests include: Robert McKeeDon YaegerJohn Yorke, Jen Grisanti, Pat Solomon, Jay Baer, Nancy Duarte & Patti SanchezMichael MargolisMichael HyattMargaret Hartnell, Michael Hauge, Dick OrkinBrian PalermoDr. Randy OlsonMichael PortBryan Kramer and more.

From the 70+ 5-star reviews from our fans on

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

Annette Simmons – Author of The Story Factor

Secrets of Story’s Influence

Secrets of Story’s Influence

Learn the six stories you need to know to be a powerful business communicator, and why story morals are integral to your success.

Bruno Sarda – Director of Social Responsibility at Dell

How Sustainable is Your Story?

How Sustainable is Your Story?

With topics as potentially divisive as climate change and sustainability, business communicators need to empathize and find common ground with their audiences to make their stories resonate.

Keith Quesenberry – Creative Director, Educator and Author

Storytelling Wins the Super Bowl

Storytelling Wins the Super Bowl

What makes a Super Bowl TV spot super? Keith Quesenberry studied over 100 commercials, and here’s what you can learn and apply from what he found about the five-act story structure.

How Data Works to Back Powerful Stories: Keith Qusenberry

Would you ever think a SuperBowl commercial could drastically improve its effectiveness by imitating Shakespearian plays? Turns out, there’s quite a bit we could learn from these classical works of a master storyteller. Our guest, a veteran in the field of brand marketing, was all but stumped by what factors caused a television spot to be successful or forgetful… until a strange thought about Shakespeare came to him in the night.

Join us today with Keith Qusenberry, author, creative director of television ads, and currently a professor of marketing at Temple University. Through his years of trial and error, success and defeats, Keith has learned the power that storytelling and conflict resolution can have on an audience. He’s here with us to pass that wisdom on to you.

Primary Points:

-Benefit of the five-part story structure

-Why a story with good values is most effective

-Importance of conflict

Key Quotes:

“Everyone would ask me, ‘what makes the good spots,’ and I kind of didn’t know!” – Keith Qusenberry

“How do you want your audience to feel?” – Park Howell

“If anyone knows marketing, you know you have no control” – Keith Qusenberry


Freytag Model

John Hopkins University

Temple University



Joseph Campbell



Arizona State University

Venable Bells & Parnters

Harvard Business Review

Josh Ginsberg – CEO of Zignal Labs

Monitoring the Health of Your Story

Monitoring the Health of Your Story

Learn how to test the health of your stories from one of the top online storytelling monitoring systems in the world.

Lisa Cron – Author of Wired for Story

Your Audience is Wired for Story

Your Audience is Wired for Story

How to harness your storytelling superpower

Storytelling is the closest thing to magic that humans have developed. The ability to transfer a thought or emotion from one brain to another, to transfer that through hundreds of generations of people, even once the original story teller is long dead, is an incredibly powerful force.

This superpower we have, the power gained merely through writing pages in a book or relating one’s experiences to another, is baffling and marvelous and there are no other species that use this ability. Storytelling is the force that made humans what they are today; there would be no language without stories, no societies without empathy and understanding, and no progress without collaboration through similar experiences.

Our guest today, Lisa Cron, author of Wired for Story and Story Genius, has worked for years with writers, educators and nonprofit organizations to help strengthen their messages through the magic of storytelling narratives.

Humans need storytelling just like they need food and water. Find out how to harness your superpower on this episode of Business of Story.


Primary Points

How stories can make someone live another person’s experiences

Why stories are the primary method of communication

What effect does a narrative has on a person’s mind


Key Quotes

“Story is story, regardless of format.” – Lisa Cron

“Emotion is how we make every decision.” – Lisa Cron

“Story isn’t a way to communicate: story is THE way to communicate.” – Lisa Cron


Department of Defense

Wired for Story

Story Genius: How to Use Brain Science

Story or Die



Furman University

Will and Grace

Randy Olson – Scientist-Turned-Filmmaker

The Science of Storytelling


The Science of Storytelling

Hear how Harvard Ph.D and USC film school grad, Randy Olson, learned his greatest storytelling lesson from Cartman of South Park, and how you can use it, too, in your content marketing. Olson calls it the And, But, Therefore (ABT) method, and it is the simplest, most profound method to create the foundation for your stories. I call the ABT the DNA of story. You’ll find it in everything from Aristotle’s Poetics to the Philosopher Hagel’s dialectics to Lincoln’s Gettysburg Address to Parker’s comedy scripts.

Olson just published a new book, Houston, We Have a Narrative: Why Science Needs Storyencouraging scientists to use the ABT to connect with us common folk.

Listen to Randy’s episode below.

Lee Gutkind – Author of You Can't Make This Stuff Up

Create an Epic Business Narrative

Create an Epic Business Narrative

Founder of Creative Nonfiction magazine, and author of You Can’t Make This Stuff Up, Lee Gutkind shares tips on how to think and write in scenes to make your content marketing sing.

Jay Baer – Convince & Convert Media

Why Story, Why Now?

Why Story, Why Now?

Brands are learning that to connect with today’s consumers they must evolve from promoters of products to publishers of meaningful content. Learn how you can place your customer as the hero.

Jonah Sachs – Author, Designer & Entrepreneur

Winning the Story Wars

Winning the Story Wars

Learn from the creator of the hugely viral The Story of Stuff video, why brands that tell and live the best stories are going to rule the future, and how you can too.

Kevin Richardson – Game Designer, Story Consultant & Animator

Create Positive Story Loops

Create Positive Story Loops

How a Story can be Dynamic: Creating Positive Story Loops

What is it that makes a good story? What mechanisms are at play to make an effective narrative tick? Perhaps most important, why would anyone care about my story? Our guest today is a professional in the field of storytelling, and will guide you through a simple storytelling structure that can greatly benefit your brand. If your story brand marketing seems to be lacking, this episode may have what you need to get the story back on track.

Kevin Richardson, who’s worked on productions ranging from video games to Disney movies, has a long and thorough history in crafting stories. His methods of creating dynamic narratives that can involve the audience have caused a dramatic increase in positive views. A story that involves an audience can be astonishingly effective!

Tune in to find out how to optimize your marketing through these simple yet effective storytelling techniques. Learn from a storytelling expert on how to change your good brand story into a great brand story.

Primary Points:

-Universal truths about all stories

-How to make people care about your story

-What people respond to best

Key Quotes:

“Turn data into drama.” – Kevin Richardson

“Persuasion is always better than force.” – Park Howell

“a spoonful of story helps the data go down” – Kevin Richardson

Mentioned in this episode:

Aesop’s fables




Industrial Light & Magic


The Brave Little Toaster

Toy Story





Fun Theory

Cal Arts

Electronic Arts

Save the Cat





Stories sponsored by

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