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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Nowadays, it seems like our world is bursting at the seams with new technologies. Virtual reality is one of the newest cutting-edge technologies to come onto the scene. But virtual reality spans far beyond putting on a pair of goggles and watching a video. Because, when used correctly, it can completely transform the way you tell your brand’s story.
When Kylie Slavik took her first job creating an ad campaign, she had no experience in the realm of advertising. So she took her skills acquired from years of being a slam poet and created an ad the only way she knew how—she told a story.
You grow up in school writing stories, paying attention to the structure of the stories you’re telling. But when it comes to business, you may need to be doing just the opposite.
We may not even notice it, but we are being bombarded by brands. Whether it’s a TV commercial, an ad on Instagram, or even just a truck driving by – messaging is everywhere.
But the brands that resonate are the ones that tell a compelling story.
In 2011, Kelley O’Brien made an ironic transition: she left her career at a health agency to work for one of America’s favorite guilty pleasures: Krispy Kreme.
That’s because Kelly, the former Director of Social Media at Krispy Kreme, is all about bringing joy to her customers, whether through an inventive community health center promotion she used to produce, or planting a donut Easter egg in your Instagram feed.
Stories sell. And as an entrepreneur, your #1 job will be to sell yourself and your services or products to potential clients. There is no doubt that storytelling works to connect with people on a primal level and move them to action. Telling your story in an enticing and compelling way is half the battle.
You may appreciate the importance of using inspiration, relatability and suspense in your stories. But it’s difficult to combine all three elements. We inevitably leave out one of these critical story elements unless we follow proven frameworks to our storytelling.
If you are a leader of a purpose-driven brand, then you appreciate the growing industry of sustainability. But many brands are still struggling with how to tell their corporate social responsibility narratives and their stories of sustainability – because they’re too often focused on their efforts rather than their outcomes.
Shawn Callahan, co-owner of Anecdote and co-creator of the Storytelling for Leaders and Storytelling for Sales deliberate practice programs, is an expert at helping people explore ways to put stories to work for their brand and in their business.
We’re all guilty of putting profits above people at some point in our lives. All too often, brand marketers forget that we’re communicating with humans, not numbers. But success is often measured by how we impact the lives around us, and as storytellers we should always aim to connect with and help one another.