The Business of Story Podcast with Host Park Howell

The Business of Story podcast, hosted by Park Howell, is among the top storytelling podcasts with more than 20,000 downloads every month.

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

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Dr. Nadya Zhexembayeva

#301: How to Reinvent Your Business Story to Thrive in Chaos

#301: How to Reinvent Your Business Story to Thrive in Chaos

2020 forced many of us to reconsider how we do business. We adapted, and many businesses came out better than ever.  Catalysts for change are often unexpected. But it’s how you deal with and manage the chaos (and all the changes it’s calling you to do) that can make or break your business.

How do you approach change? Do you run away from it, or embrace it? In this episode, Dr. Nadya Zhexembayeva shows you how to be better prepared the next time unexpected chaos comes your way so you can not only survive, but thrive.

Nicknamed “The Reinvention Guru”, Dr. Nadya Zhexembayeva is a scientist, entrepreneur, TEDx speaker and resilience and reinvention expert who has worked with brands including Coca-Cola, IDM, CISCO, L’Oréal, Danone and many more to help them reinvent their products, leadership practices and business models to meet new market demands and prepare for incoming disruptions.

Her new book, The Chief Reinvention Officer Handbook: How to Thrive in Chaos, provides a powerful blend of cross-disciplinary research and battle-tested tools to help your brand diagnose, design, and implement a reinvention system that allows your company to stop resisting change and instead help you turn any disruption into an opportunity to reinvent your business and story. (more…)

Park Howell

#300: Ten Storytelling Tips That’ll Ignite Your Sales

#300: Ten Storytelling Tips That’ll Ignite Your Sales

I began my advertising career over 35 years ago as a writer and producer of radio commercials. Back then I had absolutely no idea what I was doing and had little to no guidance. So I winged it. Learned by doing. Loved it!

But in those clueless formative years, I uncovered a ton of invaluable insights on how to use storytelling to sell a product or service.

To celebrate my 300th episode of the Business of Story, I pulled my old cassette radio recordings out of the vault and selected 10 spots and a unique lesson in sales storytelling from each to share with you. Oh, and there’s a couple of bonus tips in here, too.

These story strategies are more effective now than ever, providing you have the courage to use them in your sales.

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Scott Page

#299: How to Use S.P.A.C.E. to Share Your Business Story

#299: How to Use S.P.A.C.E. to Share Your Business Story

There are many frameworks to tell great brand stories. But you have to find the right one for you and your business that feels totally natural – not forced.

In this episode, we will explore a special acronym and storytelling technique created by Scott Page, an accomplished musician whose saxophone and rhythm guitar work has collaborated with bands such as Pink Floyd, Supertramp and Toto and has led to a remarkable entrepreneurial career with several successful tech companies. 

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Jaci & Michael Russo

#298: How to Scale Your Brand Storytelling for Reach and Impact

#298: How to Scale Your Brand Storytelling for Reach and Impact

Good stories – and brands – scale. The key is that you have to share your story from your audiences’ perspective so that they will make your story their story. What makes you special, and are you fulfilling that promise at every level?  When you deliver on those promises to your customers, the scaling begins.

Two people who know a ton about brand story scaling are Jaci and Michael Russo of brandRUSSO, a strategic branding agency in Lafayette, Louisiana. I’ve known Jaci since 2008 when Michael Gass of Fuel Lines hosted five of us agency owners in Birmingham, Alabama to help us sort our our own brand stories. 

Listen as Jaci and Michael provide another way to look at your brand story through their four-step process. (more…)

Lisa Cron

#297: Business Storytelling and the Art of Practical Empathy

#297: Business Storytelling and the Art of Practical Empathy

One thing we can probably all agree on is that we’ve never lived in a more polarized time. But on either side of an argument, facts just don’t work when you want to try to change someone’s mind. If you focus on using story to help your audience comprehend your story internally in their own hearts and minds, your message has a much higher chance of being understood, appreciated and remembered.

On this week’s show we have one of my favorite authors on storytelling, Lisa Cron, here to talk about her new amazing book, Story or Die: How to Use Brain Science to Engage, Persuade, and Change Minds in Business and in Life. It’s a step-by-step guide to using the brain’s hardwired need for story to achieve any goal.

Lisa is a story coach, speaker, and the author of Wired for Story and Story Genius. Tune in as we explore the art of practical empathy and why your audiences are moved by emotion – not data.

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Matthew Woodget

#296: The T.R.I.P.S Storytelling Framework to Drive Results

#296: The T.R.I.P.S Storytelling Framework to Drive Results

Many people believe storytelling involves long-winded narratives. But brevity can be even more impactful.

Matthew Woodget shares his unique T.R.I.P.S. storytelling framework (based on his studies of the intersection of story structure) that can help your audience understand and retain your stories. He loves to use metaphors like “Story API” because he says metaphors are a shortcut to meaning. 

Matthew is a technologist, marketer, and storyteller whose marketing pedigree spans over 20 years. He heads up Go Narrative where he helps marketers and entrepreneurs reduce frustration, increase reach and drive growth using story structures. He’s a status quo challenger who is passionate about finding a better way to clarity.

Listen as he shares his expertise on how to utilize metaphors to convey big ideas and data to make your stories stand out.

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Shep Hyken

#295: How to Create Amazing Customer Experiences Using Story

#295: How to Create Amazing Customer Experiences Using Story

Shep working at the Playboy Club

Are you always looking for your next new customer? Many brands focus too much on growth and not delivering excellent service to their existing customers. 

Customer service experience expert, best-selling author, and Chief Amazement Officer of Shepard Presentations, Shep Hyken, shares some easy things you can do to create what he calls “Moments of Magic” with your employees, customers, vendors, and anyone who comes in contact with your brand to drive loyalty.

Shep works with companies and organizations who want to build loyal relationships with their customers and employees and has authored six books including Moments of Magic®, The Loyal Customer and The Cult of the Customer.

Listen as Shep shares how to use business storytelling to create amazing customer experiences to help make your story their story. 

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Andy Wakefield

#294: 3 Story Elements of a Winning Campaign

#294: Three Story Elements of a Winning Campaign

Have you ever had an ad campaign fall flat on its face? I know I have. 

And it might be because I didn’t know what singular problem I was solving and specifically for who.

Had I only been taught the three story elements one should always consider when creating your content back then. Luckily my good friend Andy Wakefield, author of How to be More Famous Than Me in Advertising: By Someone You Have Never Heard of Before, shares the three proven elements to create winning campaigns he’s used in his 40+ year storied advertising career in this episode.

You can learn a lot about how to tell a story by modeling what Andy shares in his book. We’ll not only review his work, but you’ll learn the three proven elements that you should consider in creating any brand. 

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Randy Olson

#293: One Framework That Strengthens Your Business Storytelling

#293: One Framework That Strengthens Your Business Storytelling

Your brand’s products or services offer a lot of value to your customers. And you want to share how you can help them through your marketing communications to better your sales efforts and cultivate brand loyalty.

But, your stories are only effective if you can refine your messages down to a singular narrative so you’re not confusing your audiences and customers with a bunch of competing storylines. Simplicity rules!

In this episode, Randy Olson and I provide one big Story Marketing Moment that will teach you how to use the foundational narrative framework of the ABT to win with your business storytelling every time. 

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Sarah Santacroce

#292: How to Kill It With Your Story of Kindness

#292: How to Kill It With Your Story of Kindness

Some people think that business often requires a level of cut-throat confidence. And for some industries that may be partially true. But we also forget that empathy and kindness can often get you the same results.

Today’s guest will show you how. Sarah Santacroce is the founder of  The Gentle Business Revolution, a global movement of people with common values who come together and support one another in all areas of life and business, and their goal is to bring more empathy and kindness to the business world. 

Sarah is the author of The Gentle Marketing Revolution: Grow Your Business Your Way With Kindness and the host of The Gentle Business Revolution podcast, a show that features guests who are creating sustainable businesses that help make a positive impact in the world. 

Sarah says that selling ourselves is hard, especially as an introvert, as she is. Funny enough it’s one of her superpowers to position other people in the spotlight and make them shine on LinkedIn, without coming over as boasting and sleazy. Listen to hear her insights on how you can succeed – and be kind – in your business.

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