Park Howell: Purpose-Driven Story Marketer

How I can help you tell more powerful stories on purpose

I started Monday, September 14, 2015, with a rotten feeling in my gut. It was my wake-up call from the universe: time to shutter my ad agency after 20 years.

Not sell. Not merge. But close it down.

Advertising wasn’t working anymore, at least not for me. Crazy, considering I was honored to be named Advertising Person of the Year in 2010 by The Advertising Federation of Metro Phoenix. And our agency, Park&Co, was recognized among the Top 10 Impact Companies in 2011 by the Phoenix Chamber of Commerce.

Have you ever felt like you have outgrown your company and your career? I sure did. But it was all a beautiful onramp for what I do today.

I founded the Business of Story on January 1, 2016, precisely to help leaders of purpose-driven organizations like you clarify your stories to amplify your impact and simplify your lives.

I share what I learned in the desperate throes of the world-wide recession and the takeover of technology in our communications to help you rise above the noise of the Attention Economy and be heard. To get people to actually care about you and your brand.

Now I consult, teach, coach and speak around the world to help people advance their careers, campaigns and social initiatives further, faster, through the bewitchery of story.

Plus, I host the popular Business of Story podcast every Sunday that connects you with international story artists to help you get your stories straight.

If you’re reading this, you’re probably a leader of a purpose-driven organization. A business that stands for something greater than just making a buck.

I know you’re on a critical mission and have an important story to tell.

But you’re frustrated because it’s not being heard. You’re not alone. That’s the problem. We live in a time of abundance. It’s difficult to stand out on an increasingly crowded planet.

What’s worse, brands like yours used to own the influence of mass media. But now the masses are the media. They own the airwaves and your story.

Ah, but you can do something about it. Start by tapping the ancient power of storytelling to overcome the cacophony of today’s tech-driven communications world.

Clarify Your Story • Amplify Your Impact • Simplify Your Life

My heart has always been in helping purpose-driven organizations clarify their story to grow revenue and amplify their impact. For instance, our Story Cycle system helped the 30-year-old community health center, Clinica Adelante, create a new brand story of Adelante Sustainable Healthcare. They’ve grown by 300 percent in the past five years.

Goodwill of Central Arizona used our story guidance to grow by more than 400 percent. They now help record numbers of Arizonans find jobs through their workforce development programs.

We launched Water — Use It Wisely, North America’s largest water conservation outreach program placing residents at the center of the story. Our call to action: “There are a number of ways to save water, and they all start with you.”

Coca-Cola started an Ecodriving program with their more than 60,000 fleet drivers and staff telling the story from their point-of-view. They doubled projected fuel savings in the first three months of the program.

We’ve had so much success helping purpose-driven brands grow that Arizona State University asked me to create and teach a communications curriculum in its Executive Masters of Sustainability Leadership program. I now train international executives how to use sustainable storytelling to advance their social initiatives further, faster.

Great Storytelling for Good

I love the challenge, because purpose-driven companies are different. You’re creating a thriving business and changing the world, as if one wasn’t hard enough.

But your stories aren’t being told well – in marketing that converts into more sales, in aligning your teams and partners and making a greater impact.

Believe me, I know how exhausting the struggle is.

That’s why I left the ad business to go to the CEO side of the table. Now I consult, teach, coach and speak on story marketing. I have a proven 10-step process called the Story Cycle, that is based on the universal model of telling stories that works every single time.

The Story Cycle is distilled from the timeless narrative structure of the ancients, inspired by the story artists of Hollywood, influenced by masters of persuasion, guided by trend-seers, and informed by how the mind grapples for meaning.

Instead of struggling in their businesses, spending too much on marketing and not doing enough good, my clients, through the Story Cycle, increase sales, create more impact and build more valuable companies.

That’s the story I’m making happen in the world. And I’d welcome the opportunity to help bring yours to life.

“Park Howell’s storytelling system transformed the way I look at and act in my business. Joseph Campbell’s Hero’s Journey that Park takes inspiration from in his branding and advertising work has deep and powerful insights into why we make the decisions we do and take the transformational journeys we take.  I’m a huge fan of Park and his work.” 

– Dean Newlund, Mission Facilitators International, The next phase in global business

How Can I Help You?

I have been coaching business story marketing strategy and development around the country since 2011. I am available for brand strategy consulting, team building story workshops, or as a keynote, panelist or breakout session speaker for your event.


 

I am a proud graduate of Washington State University. I combine my degrees in communications and music composition and theory – with my endless curiosity about the fundamental mechanics of story – to help business leaders and communicators achieve epic growth.

I’d like to do it for you, too.

That’s my story. Now I’d like to hear yours. Sign up for your Impact Call today.

Get in Touch

If you’re interested in learning more about working with Park Howell, complete the form below and we’ll be in touch shortly.