The Business of Story Podcast with Host Park Howell
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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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All businesses have stories. It doesn’t matter if you own a small-scale business, a medium enterprise, or a large corporation – they all come together with a common denominator: a brand story worth telling. So how do you know when it’s time to evolve your business and your brand story?
With every company’s evolution and growth, the brand story needs to evolve because you want your people to take part in that evolution. But what comes first the business or brand story evolution?
We all tell ourselves stories. We all have collective, imagined realities. But these stories are critical because they can either make or break you. Therefore, it’s also important to take a step back, re-evaluate, and re-write these internal stories to make sure they’re in line with our personal and professional goals and our subconscious mind isn’t tearing them down.
“There is nothing either good or bad, but thinking makes it so.” —Hamlet
How “woo woo” does it sound if I tell you we are all made of stardust?
I guess it depends on the messenger. If you hear it from someone who has a doctorate in astrophysics and has mastered the study of the entire solar system, it might sound like a natural science phenomenon.
Two weeks ago, I bought a pair of black wingtip shoes from the Johnston and Murphy store at Scottsdale Fashion Square. I noticed a pair of blue dress shoes that I had bought in Chicago six months earlier were marked down by $40. I mentioned this in passing to the cashier. When she rang up my new pair, she knocked $40 off of them. I wasn’t looking for a deal. But she was empowered to give me one.
That was the best $40 Johnston and Murphy could’ve spent on advertising in that moment. Because I am now telling you, and they have a loyal customer in me. (more…)
The media you choose, the channels you select, determine the kind of message you will share to connect with your audience. And most of us use our analytical left brain to understand what drives our customers. But this only covers what we believe is the logical behavioral side, and isn’t capturing the full picture of what customers want and need.
Therefore, in this week’s episode, discover a revolutionary way of understanding audiences and how to effectively communicate using an interesting combination of algorithms and anecdotes.
The way we typically consume stories is how they are told — starting from the beginning to the finale. But it’s important to realize that not all stories are linear. Therefore, on this week’s show, we’re exploring a non-linear approach to telling stories using a variety of media channels to scale the same story. (more…)
Why is happiness elusive? Why can’t it be as easy as knowing what makes you happy and doing exactly that? Think about it. Later, you’ll come to realize your important role in resolving this dilemma. In the pursuit of elusive happiness, we can use stories to connect even the greatest divides.
In 1995, a convict of a federal drug case was given a reduced sentence of probation. Why? The judge saw a video of him taking care of his wife who was very sick. The video showed how his wife’s entire life depended on him. Most importantly, it showed who will be affected most by the judge’s decision — the sick and dying wife who didn’t have anything to do with the crime.
That alone influenced the judge’s decision because it appealed to his human side. That’s the power empathy has.
Back in 2013, I was working with different executives for the Sustainability Leadership Program for Arizona State University. I was one of three speakers and after I was introduced, the executives’ reaction was, “Oh, the soft skills guy!”
Little did I know, there was already warfare between technical hard skills and communications soft skills. A recent report from the World Economic Forum revealed the 10 most in-demand skills in business according to LinkedIn. Hitting the top spots are creativity, persuasion, collaboration, adaptability and time management. Apparently, as technology advances, the employers’ need for soft skills from their employees also advances.
At the core of each of these skills is the ability to tell a clear and concise story.