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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Wayne Moloney

#329: The 6 Buyer Archetypes and the Stories You Must Tell Them

#329: The 6 Buyer Archetypes and the Stories You Must Tell Them

Your customers and prospects come in an array of personality types. And if you can understand their behaviors then you can unlock the key in determining what makes them tick, how you can work effectively with them and recognize their genuine influence within their organization to persuade them to ‘sell themselves’ on your offering.

But your selling isn’t succeeding like it could because you’re not connecting with your buyer’s personality type. When you identify their archetype, then you’ll know which stories to tell that’ll move them to action. 

Australian business growth specialist, Wayne Moloney, co-author of the new book The Wentworth Prospect: A Novel Guide to Success in B2B Sales reveals the six archetypes you’ll come across in sales.

Wayne has a global background with over four decades in roles from salesperson to Managing Director. He has helped a diverse range of businesses in Australia, Asia and Europe to achieve their revenue and profit goals.  (more…)

Wesleyne Greer

#328: How Sales Managers Use Storytelling to Coach Their Teams to Success

#328: How Sales Managers Use Storytelling to Coach Their Teams to Success

Most Sales Managers often feel selling is daunting and you want to find a way where it feels good, authentic and easy so you can drive your team into action and accelerate your sales growth.

But you have to ditch that sales mentality! You have to change your whole communication approach by shifting your focus onto your audience. Make them the star of the story. When you switch your perspective and start seeing yourself as a person who is there to help solve their problems as opposed to being a salesperson forcing to seal the deal, that’s when your brand story will quickly connect, stand out from the pack and get you the results you want.

A former chemist turned superstar sales strategist, Wesleyne Greer is here to teach us how she found her brand story and was able to separate herself from the hordes of undifferentiated sales consultants to design her own unbeatable market category. 

With over 12 years of sales and leadership experience, Wesleyne knows the challenges that come from being able to stay at the top of your game. She is the founder of Transformed Sales where she coaches underperforming sales managers and empowers them to become confident sales leaders.  (more…)

Jim James

#327: How Story Attracts Attention to the Unnoticed Entrepreneur

#327: How Story Attracts Attention to the Unnoticed Entrepreneur

As a business owner, you know content marketing is king. And you want to share information that will capture attention to increase your exposure and send your engagement rates through the roof.

But despite all your efforts, you feel unnoticed.

Your messaging isn’t connecting because you’re not amplifying it for engagement. When you focus on making it simple, innovative and context-sensitive that’s when your audience will sit up and finally take notice.

A well-seasoned entrepreneur himself, Jim James shares in his new book, The Unnoticed Entrepreneur; 50 Ideas for Your Company to Stand Out, his powerful Speak PR methodology – Storification, Personalisation, Engagement, Amplification and Knowledge. He takes us through his five-stage approach that will help you create a framework to build a simple and structured approach to your public relations.

Jim is also the Founder and Chairman of EASTWEST Public Relations Group, having over 25 years of marketing experience in both business and consumer facing industries in Asia. His impressive array of clientele includes Sony Asia, Roche Vitamins Asia, Nortel Networks, AT&T, Philips Consumer Electronics and Microsoft.  (more…)

Gerhard Gschwandtner

#326: The Powerful Sales Stories a Positive Mindset Creates

#326: The Powerful Sales Stories a Positive Mindset Creates

A positive self-image is key to living a happy and healthy life and if you can shift your self-limiting beliefs into self-empowering beliefs then you can truly transform your life to become a more impactful leader, help you achieve your goals and lead you to higher levels of success.

But you’re not changing the imprinted negative narrative you’ve told yourself as a child, holding you back from achieving the success you want in your personal and professional life. When you train your mind to see yourself and the world with increased clarity, you can make better decisions and become a better version of yourself.

Today, I am joined by a leading sales guru, Gerhard Gschwandtner. Gerald is the founder and CEO of Selling Power Magazine, and CEO of the Sales 3.0 Conferences. He has trained over 10,000 salespeople in Europe and the U.S and has incredibly turned Selling Power magazine into the world’s leading sales management magazine. He has a strong mission to contribute to the success of sales leaders with, a sales intelligence platform that’s visited by over 300,00 sales leaders every month.

Gerhard is also the creator of the Peak Performance Mindset Workshop designed to help salespeople transform self-limiting beliefs into self-empowering beliefs and help them achieve their full potential, exceed quota and shift their mindset to achieve peak performance both personally and professionally. (more…)

Ron Sciarro and Paul Preston

#325: How a Story Propelled Their Brand to Market Dominance

#325: How a Story Propelled Their Brand to Market Dominance

Most executives now embrace storytelling as a powerful business tool and if you use story to communicate your authentic purpose then you will raise the perceived value of your brand.

But most brand stories fall flat because they talk about what companies make versus what they make happen in the lives of their customers, colleagues and communities they serve.

Therefore, tell your story on purpose; what you stand for that makes you stand out.  A clearly defined brand story highlights the impact and real-life transformations your business achieves for your customers. 

Two people who know a ton about creating brand attributes and narrowing your focus to key messaging are Paul Preston and Ron Sciarro, co-founders of Aqua-Tots Swim Schools. They have found huge success in propelling their brand to an international level, becoming the world’s largest swim school franchise.

Ron oversees leadership development, training and operations strategy, helping franchise owners and their senior leadership teams with the execution of franchise systems within the Aqua-Tots core values.

Paul is the president of Aqua-Tots Swim Schools Franchise Holdings, and oversees strategic planning, growth and franchise development of all Aqua-Tots openings worldwide. 

Together, they have worked alongside leaders in other industries partnering with multiple brands to create franchise opportunities, and are passionate about offering people a safe place to live out their dreams in business and in the community. (more…)

Greg Head

#324: The Sales Power of a Focused Brand Story

#324: The Sales Power of a Focused Brand Story

We are now living in a golden age of entrepreneurship where pursuing a start-up consultancy or business has never been easier. And you want to make sure you can grow your startup in a way that creates a valuable experience for your customers and prospects so you can gain consistent sustainable growth.

But you’re hindering the success to your startups exponential growth because you’re not tackling the biggest roadblock – getting crystal clear in defining exactly who you serve and what exactly your thing is for your audience so that you can make aligned decisions and actions that will accelerate your business the fastest.

Today, I’m bringing in one of the biggest champions of Arizona’s tech scene and has spent decades in the startup world, Greg Head. Greg is a 30-year software industry veteran who was part of the startup-to-scale journeys of three different software companies in the CRM industry, including one IPO. 

He is now an active mentor, advisor, consultant, podcast host of Dallas Software Podcast, and a speaker helping founders of early-stage software startups all over the world.

Greg is also the founder of, the up-to-date list of local software companies and SaaS jobs used by thousands of founders, tech leaders, investors, and job seekers each month. He runs his own consulting company, Scaling Point, where he works with startup tech founders on marketing strategy, messaging, and scalable marketing execution.  (more…)

David Pullan and Sarah Jane McKechnie

#323: Why the Most Skilled Storytellers Start With the ABT

#323: Why the Most Skilled Storytellers Start With the ABT

For many businesses, the most challenging part of telling their brand story is unlocking the complexity of their messaging. And you want to be able to communicate your story clearly to your audience so that it connects, resonates, and inspires them to take action. But your stories aren’t converting because you’re overcomplicating it instead of simplifying to a structure and language your audience can actually understand.

That’s why today’s episode is all about how you can use the immense power of the And, But, Therefore (ABT) framework to build authentic and memorable connections with your audience. That way, you can win them over and start putting the power of your story at the heart of your business success.


Pete Walsh

#322: How to Craft a Better Family Business Story

#322: How to Craft a Better Family Business Story

The two most important assets in your life are your family and business. And you want to make sure your family business can survive the next generation so you can build a sustainable future and stay on the winning track to long-term success.

But, you can only create a high-performing winning team if you can step into the true power of a visionary leader. You need to start implementing the right systems for building a resilient and solid team and family so you can avoid the path to family conflict and business failure.

In this episode, I’m bringing in my very good friend, Pete Walsh. Pete knows a ton about what it’s like to be born into a family business and how to sustain a successful family business story. He is a Master Coach and a trusted advisor who brings real-life lessons to his family business and executive clients. He uses humor, compassion, tough love and 30 years of family business experience from his own family’s 90-year-old business to guide a business through thick and thin.

Pete has a new workbook called the Family Business Playbook: Your Family’s Path to Long-Term Success, providing powerful tools and step-by-step guides on how to get your team into a “coaching mindset” to increase family engagement in new ways and through productive conversations. (more…)

John Jantsch

#321: How to Create Clients for Life With Their Story

#321: How to Create Clients for Life With Their Story

“A business is important to its customers when those customers realize that their lives would be diminished were the business to cease to exist.”

Your customers are distracted by the multitude of ways to buy. And as a business, you want to be able to cancel all the noise and confusion so you can start creating authentic relationships with your customers and convert them into life-long customers.

But, you can only turn them into customers for life by changing your view of them as a member instead of a transaction. The secret is to align your focus in helping them achieve the transformation they are seeking and focusing on their success rather than your own. Being able to guide them from where they are to where they want to go is where you will find consistent growth in your business.

Today, marketing guru, John Jantsch will teach us how. John is a marketing consultant, speaker, and author of Duct Tape Marketing, The Referral Engine, The Self-Reliant Entrepreneur, and The Ultimate Marketing Engine. He is also the founder of the Duct Tape Marketing Consultant Network, which trains and licenses independent consultants and agencies to use the Duct Tape Methodology.

Listen as John shares how you can use his innovative Marketing Hourglass that reimagines the typical customer funnel process. You’ll learn the seven prospect and customer behaviors of the marketing hourglass and how you can leverage the stories they’re telling themselves about you to attract and keep more ideal customers.


Discussed in this episode

  • The seven stages of John’s hourglass metaphor & how you can use this framework to turn your customers into a referral machine.
  • How to drive consistent growth by honing your focus to the top 20% of your ideal clients so you can clearly identify how to bring them to where they want to be 
  • What is the Customer Success Track? The five stages of this framework and how you can use this potent tool to create customers for life
  • The importance of understanding the different stages of your business growth and where you and your customers are in the journey to determine whether you need to standardize or customize your approach


Click here to grow your sales with the new The ABT’s of Selling™ online course.


Alice Heiman

#320: The Stories CEOs Are Telling That Prevent Sales

#320: The Stories CEOs Are Telling That Prevent Sales

Could you be the one preventing sales in your company?

As the CEO you hold many responsibilities for your company to succeed. And driving sales and being able to sustain your company’s growth is one of them.

But how do you grasp that opportunity for exponential growth potential? It’s all in redefining your sales strategy with these changing times so you can start having an effective sales approach that isn’t outdated and ensures you have the proper structure to get the tremendous growth you want.

Today, I’m bringing in our guest expert, Alice Heiman, who teaches companies all around the world how to elevate their sales to increase valuation for their companies with a B2B sale. Alice is a Chief Sales Energizer who spends her time strategizing with CEOs, company leaders and their sales leadership to build the strategies that find new business and grow existing accounts.

She is also the host of the popular podcast, Sales Talk for CEOs, and dedicates her time to local entrepreneurs by teaching at the University of Nevada in the entrepreneurship minor which she helped inspire. Alice also serves on the board of several growing companies to energize and elevate their sales. (more…)