The Business of Story Podcast with Host Park Howell just named the Business of Story the #1 business storytelling podcast for 2022.

Hosted by Park Howell, known as the world’s most industrious storyteller, the Business of Story is ranked among the top 10% of downloaded podcasts internationally.

The goal of the show is to help sales and marketing leaders excel through the stories they tell.  Each episode brings you the brightest storytelling content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling stories that sell. #StoryOn!

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Richard Gillingwater

#357: Which Personality Archetype Best Tells Your Brand Story?

#357: Which Personality Archetype Best Tells Your Brand Story?

Just like us, brands are a complex expression of many different personalities and behaviors depending on what we’re communicating and who we are communicating with. If you can unearth your personality archetype, then you can tell your stories in more powerful ways that make it more believable, distinct and emotionally engaging for your audience – better connecting with them in a honest and primal level.

The Managing Director of Emotional Branding, Richard Gillingwater shows us the importance of defining the authentic character archetypes for your brand to enhance your business storytelling. Richard is also the founder of RADNB, a personality archtyping mapping tool and database of over 2,000 brands. Each brand is mapped through the lens of 60 archetypes and their unique look and feel. Developed with Imperial College London, this is a tool for Researchers, Creatives, Strategist, and Brand Managers alike to help you find your primary and supporting archetypes. 

Richard was trained as a graphic designer, as an experienced marketer and brand consulting working with some of the largest ad agencies in the UK, and he’s an ardent student of behavioral science. This gives him the advantage of having both a foot in the creative and strategic world of branding.

Richard’s new RADNB is the first database of its kind that “tunes into” the look and feel of a brand’s communication and it’s narrative to identify the 60 unique archetypes. The traditional model was too limited and inflexible for brands that had multiple sets of core values and needs. He not only found that these archetypes were out of date, but they weren’t reflecting the core needs of a brand if it was multifaceted.database was born out of the frustration of what currently exists and the lack of credibility. (more…)

Jeramie McPeek

#356: Telling the Super Bowl LVII Story in Social Media

#356: Telling the Super Bowl LVII Story in Social Media

The Super Bowl is one of the most anticipated sporting events of the year. Getting the audience excited about the big game all year round isn’t the easiest thing to master. But for the story to win and not fumble on game day, it’s all in the conversation that you’re driving in advance of and after the Super Bowl.

One man who knows the high stakes involved in being fully in charge of keeping the premier sporting event’s story alive way before, during and after the big game is Jeramie McPeek. Jeramie is an award-winning thought leader, journalist, speaker and digital consultant, with more than two decades of experience telling stories and achieving business objectives through traditional print, online, social and mobile channels.

After spending 24 years with the Phoenix Suns, most recently as VP of Digital & Brand Strategy, Jeramie launched his own consulting business in October 2016, Jeramie McPeek Communications. He has worked for such iconic sports brands as the NFL, NBA, WNBA, Fiesta Bowl, YouFit Health Clubs, Talking Stick Resort Arena, as well as non-sports entities including Dignity Health AZ, FamilyLife ministries. He has also worked with a number of high-profile individuals such as a U.S. Senator, a celebrity chef and a pro wrestling legend.

Named one of the country’s top 30 online sports marketers in 2014, Jeramie has been a featured or keynote speaker at more than 30 conferences throughout the country, as well as overseas in Amsterdam, Melbourne, Dublin, London, Berlin and Slovenia.  (more…)

Jay Steinfeld

#355: How to Leverage Brand Fiction for Real ROI

#355: How to Leverage Brand Fiction for Real ROI

No matter your role, everyone is in sales. You want to be able to draw your people into your vision so you can inspire them to action. But it all starts by getting them to buy into a fictional story. A story they can truly live into that will soon be reality.

Then your job is to turn that fiction into reality.

Founder and former CEO of, Jay Steinfield demonstrates how to cast the spell of storytelling to grow your people, ignite your revenue and achieve the impact in the world you seek in his book, “Lead from the Core: The 4 Principles for Profit and Prosperity” a Wall Street Journal Best Seller. 

As the former CEO of, the world’s number one online window covering retailer, it was boot-strapped in 1996 for just $3,000 from his Bellaire, Texas garage. was acquired by The Home Depot in 2014. Jay remained as its CEO and later joined The Home Depot Online Leadership Team. After stepping away from these roles in early 2020, he teaches entrepreneurship at Rice University’s Jones Graduate School of Business and has increased his involvement on numerous private company boards and serves as a director of the public company Masonite (NYSE: DOOR). He also supports numerous charities.

Jay is an Ernst & Young Entrepreneur of the Year and has earned a Lifetime Achievement Award from the Houston Technology Center. He is active as an industry speaker on topics including corporate culture, core values, how to scale a start-up, and disruption, he has more than 100 published articles and writes a column for (more…)

JB Owen

#354: How to Fire Up Your Business Storytelling With Ignite Moments

#354: How to Fire Up Your Business Storytelling With Ignite Moments

You might be thinking that your experiences and past are not worth sharing. If you can find those moments in your life that awakened you, then you have the ability to connect deeper and share a story that can transform lives. But to create that connection and emotional impact, you need to tap into the emotional experience. 

Known as the ‘Pink Billionaire’, JB Owen shows us how to find these moments – or as she likes to call them, your Ignite moments. JB is the CEO of Ignite Publishing and is leading the industry in empowerment publishing with 12 internationally best-selling anthologies in just over 12 months. Her company is dedicated to producing heartfelt and meaningful books, videos, magazines, products, training, and community connections of fulfilling her grand mission of Igniting possibilities in 7 billion lives.

She combines her unique business style of fierce determination with femininity and fun, and has catapulted her to success in building worldwide brands, manufacturing award-winning products, publishing international best-selling books, and creating multiple transformational platforms in the areas of health, wellness, personal growth, and eco-conscious improvements. 

Her companies JBO Global and Lotus Liners (featured on Dragon’s Den) continue to thrive as they bring innovative and eco-conscious products to consumers that benefit the planet and raise the bar on product development.

JB loves mentoring on a diverse array of topics around entrepreneurship, creativity, personal transformation, self-improvement, healthy lifestyles, parenting, and conscious leadership—as well as sharing her incredible personal journey from small-town girl to working in major motion pictures and growing a global 7-figure business success followed by bankruptcy.

Join us as you will learn how to find your ignite moments to fire up your brand storytelling, the concept behind Agoo and how you can step into the emotion of your story.


Tim James

#353: Is “Word Painting” a Thing in Your Brand Storytelling?

#353: Is “Word Painting” a Thing in Your Brand Storytelling?

A well-told story can transport us to another world. We see the characters and setting, visualizing every detail as if the words spoken have become a picture in our minds. But how do you share something that goes beyond simply telling a story? One that can light up the theater of your audience’s mind to deeply connect and move them into action?

An extremely gifted story composer, Tim James, founder of Chemical Free Body, models how his marketing is exclusively storytelling as a podcast guest and on his own Health Hero Show.

His remarkable personal health journey transformed him to live a radical life. Tim is one of those guys that will leave you feeling younger and more energetic just by hearing him speak. His passion flows out of him like a fresh waterfall in a dry desert, like the Steppes of Central Asia. 

He’s turning 49 but feels like he’s 18. What’s his secret? After suffering from multiple health issues, including rectal bleeding, two separate skin issues, chronic acid indigestion and surgery to remove one of his organs due to serious digestive issues, Tim knew something had to change. But it was only after watching his closest friends die of cancer and the untimely death of his younger brother that he finally decided to take action. 

Tim’s journey led him to a shocking discovery, which helped his friend beat cancer and transform every area of his life. Feeling charged with a duty to help others he started sharing his knowledge with anyone that would listen. This led him to produce his own chemical-free food products. ‘Chemical Free Body’ was born.  (more…)

Dan White

#352: The Value of Visual Metaphors in Your Brand Storytelling

#352: The Value of Visual Metaphors in Your Brand Storytelling

You may well have your brand, sales or marketing story dialed in and feeling pretty confident about it clearly stating the problem you solve for your clients and customers.

But what’s bumming you out is that your story is not having the impact you believe it deserves.

Maybe it’s not your prose but your pictures. Or more specifically, perhaps you are not using metaphor in your storytelling as effectively as you can to connect on a deep, primal level with your audience.

Well, you’re in luck. Because Dan White joins us this week on the Bussiness of Story.

Dan is a visual storytelling expert and marketing insight innovator. He joins us to reveal why clear and engaging visuals are essential for communicating complicated ideas. Some of Dan’s contributions to the industry include identifying what makes global advertising effective, scrutinizing the potential for viral, search and ‘depth’ marketing, and championing innovative marketing measurement techniques. 

His frameworks and visualizations have influenced generations of marketers and are built into the world’s leading brand measurement, media evaluation and copy-testing systems including Kantar’s BRANDZ, LinkTM and Cross Media solutions and Unilever’s PreView & Brand Health Check systems. 

Dan’s career includes a decade as a marketing analyst, another as a brand and communications consultant and a third as a Chief Marketing Officer. Dan splits his time between client consultancy, training, platform speaking, illustration and writing. He is the author of two best-selling books, The Smart Marketing Book and The Soft Skills Book.

Join us as we explore the power of visual metaphors in your brand, sales and marketing storytelling and how you can use imaginative visuals to bring your marketing concepts to life.


Christopher Lochhead

#351: 7 Ways to Capitalize on the Direct-to-Creator Model

#351: 7 Ways to Capitalize on the Direct-to-Creator Model

As a creator, you have never had a greater opportunity to monetize your content. But old-fashioned publishers and big tech want to relegate you to their platforms where they make the money. 

Therefore, on today’s show, we explore the relative new direct-to-creator model where you earn the income you deserve for your creations.

Known as the “godfather” of Category Design, Christopher Lochhead joins us today to share the director-to-creator model and how it’s disrupting the old ways of publishing. Chris is on a mission to help people design a different future. He is a nine-time #1 bestselling author, #1 charting Apple podcaster and top 0.5% business newsletter creator and his team now also have one of the top-performing newsletters on Substack. 

Being a dyslexic paperboy from Montreal who got thrown out of school at 18, he was left with few other options. Chris became an entrepreneur, then moved on to become a three-time Silicon Valley public company CMO and an investor/advisor to over 50 venture-backed startups.

Chris has also co-authored two books Play Bigger and Niche Down becoming the first on the management discipline of brand Category Design. This followed shortly a host of more #1 accomplishments including The Category Pirates Newsletter being the #1 paid newsletter on Category Design and the Category Pirates Series being the #1 charting Amazon mini-books, Christopher Lochhead Follow Your Different is a #1 charting business dialogue podcast and Lochhead on Marketing is a #1 charting Marketing and Category Design podcast.

Tune in as we explore why categories make brands and not the other way around, insights into the disruptive direct-to-creator world on platforms like Substack and how you can earn what you deserve from your creative content. 



Park Howell

#350: How to Craft Your Brand Story Strategy With the Story Cycle System™

#350: How to Craft Your Brand Story Strategy With the Story Cycle System™

Feedspot just named The Business of Story the #1 business storytelling podcast for 2022. It’s an overnight sensation!

But it only took 350 episodes.

So I’m celebrating by taking you by the hand (ok, ear) step-by-step through the Story Cycle System™. For those of you with short attention spans, you get the abridged version in the first 20 minutes of the show (I’ve become a big Blinkist fan).

For heartier listeners, we take a deeper dive in the following 40 or so minutes with loads of examples and exercises for you to start clarifying your brand story strategy. Ok, so this special episode is a scooch over 60 minutes because it’s dripping with practical brand storytelling insight that you can use immediately.

It was almost two years ago when I published my first book, Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for your Brand. Consider this its companion episode. In it, I also talk about finding the authentic personality archetype for your brand. This is more of a visual exercise, so here is the brand archetyping guide just updated this past weekend for your exploration:

Please share this special 350th episode with anyone you know who will benefit by dialing in their brand story strategy. And be sure to listen for the special promo offer on our two online quick courses, The ABTs of Branding™ and The ABTs of Selling™.

Story on, my friend.



Paul Scanlan & Jeff Annison

#349: Crowdfunded Storytelling: Becoming a Big or Small Movie Mogul

#349: Crowdfunded Storytelling: Becoming a Big or Small Movie Mogul

Crowdfunding has become an increasingly popular way to raise funds for specific causes. But how do you execute an effective crowdfunding campaign that inspires, engages and attracts support organically?

It all lies in crafting a powerful story for your campaign that can move people to action and get your investors excited to be a part of your project.

With a first-of-its-kind production company built from the ground up to be owned by fans, serial entrepreneurs Jeff Annison and Paul Scanlan, co-founder of Legion M know a thing or two about how to use their community as their superpower.

The duo formed the company in 2016 with the purpose of allowing fans to invest in and be part of the creation of entertainment from movies, television shows, virtual reality and now, Broadway plays. For $100, people are able to buy shares of the company – giving them the opportunity to add notes to the story, details for characters, provide props used in the projects – resulting in a built-in fan base for original IP guaranteed to bring in an audience upon release.

Legion M is revolutionizing the way entertainment is made in Hollywood by uniting a growing fan community of 130,000+ members with nearly 30k investors who have both equity and emotional stakes in the outcomes of the pictures they make. Projects in “various stages of development,” include the epic fantasy, The Emperor’s Blades; comic book and feature film Girl With No Name, and documentary Memory: The Origins of Alien

Their work also includes multiple original television series including Evermor, Airship Cowboys, and Malice; as well as interactive and VR-based projects, like ICONS: Face to Face, starring the late Stan Lee of Marvel Comic fame and Kevin Smith. Legion M also invests in partner productions, including Kevin Smith’s feature film Jay and Silent Bob Reboot, as well as the critically acclaimed Colossal, starring Anne Hathaway and Jason Sudeikis. (more…)

John Livesay

#348: The Sale Is in the Tale: 5 Storytelling Secrets

#348: The Sale Is in the Tale: 5 Storytelling Secrets

We all know when it comes to sales, you need to build rapport and build it fast to win over your customers’ trust. But your message is being lost in the sea of clutter because you’re pushing out facts that nobody remembers, leaving your sales pitches to fall flat and easily forgettable.

Known as the Pitch Whisperer, John Livesay shares in his new book, The Sale Is in the Tale, his five storytelling secrets to keep your sales from drowning in a sea of sameness. John is a keynote speaker who shows sales teams how to turn mundane case studies into compelling case stories so they win more new business. 

From his award-winning career at Conde Nast, he shares the lessons he learned that turns sales teams into revenue rock stars. His TEDx talk: Be The Lifeguard of Your Own Life has over 1,000,000 views. John is also a guest lecturer on how to leverage the power of storytelling in sales at multiple universities including the University of Texas at Austin, Pepperdine Graziadio Business School, and University of Chicago Booth School of Business and his book is now required reading for the UTLA (the University of Texas in LA) course on Entertainment and Media studies.

He is the host of  The Successful Pitch podcast, which is heard in over 60 countries. He has been interviewed by Larry King and appeared on TV as an expert on the power of storytelling as a sales tool. John currently lives in Austin with Pepe, his King Charles Spaniel, who reminds him every day of the importance of belly rubs. (more…)