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 180,000 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!”

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





Vincent Stanley – Director of Philosophy for Patagonia

How to Be a Story Activist

How to Be a Story Activist

the-responsible-company_300As the bird calls behind his voice in this episode imply, Mr. Stanley has a keen eye to environmental sustainability, a unique approach to storytelling, and has been with Patagonia since its inception.

During his tenure with Patagonia, Stanley has seen a marked shift in human behavior toward the forces of nature. “What we’re now seeing is a moment of humility; [we realize] we have impoverished nature in our efforts to control it.”

This dynamic change has been a constant force behind Patagonia’s ideals and their activism. He acknowledges that all businesses have to begin with a good story—that is, your own authentic, personal experience—and that you mustn’t be afraid of it.

“Every business has it’s own DNA, just like every person has their own DNA, and their own story,” he says. “People are often afraid to tell their own story because they want to sound hip… but the more you discover your own story and uncover what’s different about your story than any other business, you create a discipline for your business and a marketing differentiation.”

Patagonia has a special knack for effective communication. By treating customers like friends, they have the confidence to invest in the company and to listen when the company shares messages of activism. This authentic approach leads to transparency, honesty, and vulnerability. As a result, consumers invest more in the company and products.

Have you ever wanted to engage with your community in a new way? Consider taking a page from Patagonia’s book. With creative investments in both animated shorts and feature length documentaries, the educational possibilities are limitless. “Attention spans are underrated,” he says. “If you can make a powerful film…people will pay attention.”

Check out some of Patagonia’s stories below:

The Footprint Chronicles


Traceable Down

The New Localism

There is almost always a moment in each of our lives when we finally decide to confront an issue. Perhaps something that we have always found troubling finally passes our threshold of forbearance and we decide to take a stand. That moment, whether it be leaving a job or starting a business, is the initiation of our journey, our story. Identify this moment for yourself and you have arrived at the beginning of your unique story.

As Stanley says, don’t be afraid. You and your story have unique DNA and an important mission to accomplish here. Illuminate the conflict, find your moment, and begin your story of social activism today.

Zain Raj – Author of Brand Rituals

Creating Brand Rituals Through Story

Creating Brand Rituals Through Story

New York Times Best Selling author, Zain Raj, shares his storytelling insights from three decades of building brands around the world.

Jonathan Gottschall – Author

Why We’re Storytelling Animals

Why We’re Storytelling Animals

Learn how the mind yields helplessly to the suction of story from New York Times Best Selling Author Jonathan Gottschall.

Dr. Paul Zak – Neuroeconomist

Building Trust Through Story


Building Trust Through Story

The best way to excite oxytocin, the neurotransmitter that creates trust, is to have sex, kiss or hug. Neither of these are solid options in the boardroom, during a sales presentation or on stage at a conference. So the next best oxytocin-emitting activity is to tell a story.

Neuroeconomist, TEDTalk star and best selling author, Dr. Paul Zak, describes how to excite oxytocin – the moral molecule – in our audiences through the stories we tell. Here is bonus info on how Zak uses storytelling in his TEDTalk to build trust with his audience as I dissect his presentation and reveal techniques that you can use to connect with your audiences.

Click below to listen to Paul Zak.

Robert McKee – Screenwriting Coach

Hollywood Storytelling in Business


Hollywood Storytelling in Business

Legendary screenwriting coach, Robert McKee, teaches business leaders how to think like an author to connect with people and move them to action.

He authored what many in the movie business deem the bible of screenwriting in his book STORY: Substance, Structure, Style, and the Principles of Screenwriting. I took his four-day screenwriting course in L.A., and spent the morning with him in his Connecticut home recording several podcasts on Hollywood storytelling in business.

You can get a taste of McKee by how actor Brian Cox portrayed him in the movie Adaption.

Click below to listen to McKee.

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