Archive for Corporate Social Responsibility Storytelling

How to Persuade any Audience with the Power of Storytelling

Business storytelling is how leaders change beliefs and shape behaviors. On a trip to Amsterdam for the Arizona State University Masters students in the Executive Masters of Sustainability Leadership program,…

Park Howell

The universal story structure of an international water conservation campaign

There is a universal pattern to story that underpins all of our lives. Joseph Campbell, America’s foremost mythologist, called it the Hero’s Journey, or monomyth. The Hero’s Journey is the structure…

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The 15-minute competitive advantage for every marketer

For most chief marketing officers, it’s difficult to see through the day-to-day anguish of this transformational market to truly innovate. In her article, “Find the 15-Minute Competitive Advantage,” Rosabeth Moss…

Park Howell

Are you this sanctimonious sustainability jerk?

Modern Family guest star, Jesse Eisenberg, portrayed one of the most hilarious over-the-top environmentalist that I have seen. If you’re a passionate chief sustainability officer, please remember to tell stories…

Park Howell

How UPS’ viral story has our brains hopped-up on oxytocin and why it matters to marketers

I have been studying neuroeconomist Paul Zak’s work on storytelling and how it actually changes the chemistry in our brain. When we’re seduced by a good story, we produce cortisol,…

Park Howell

Did powerpoint bring down two Space Shuttles?

Do you remember where you were on February 1, 2003? Let me remind you. As you were leading your peaceful terrestrial life, the space shuttle Columbia was disintegrating over the…

Park Howell

Cool new tool for creating a quick video story on your iPad

Pick a template. Upload an image. Record your voice in snippets. Add music. Then post your video. It is that easy with Adobe Voice. Let’s face it, if content is…

Park Howell

What social marketers can learn from a common man’s story on NPR’s StoryCorps

Once I learned about the Hero’s Journey from Joseph Campbell’s work, it started appearing everywhere. This universal pattern to story permeates all of our lives. It’s not only in the stories…

Park Howell

How I got myself unceremoniously fired on Basecamp by my self-publisher

I need some help with self-publishing. And apparently at communicating. I was working with a local group to publish my new book, Story Built. But they terminated me. That’s not…

Park Howell

Patagonia’s Director of Philosophy shares the power of authentic storytelling with students of new Executive Master’s for Sustainability Leadership program at ASU

I have been in advertising for 30 years, and our agency has celebrated many successes turning creative campaigns into meaningful movements that matter. But the democratization of social media, the onset…

Park Howell