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Business of Story

The Business of Story podcast, hosted by Park Howell, is one of the top brand storytelling podcasts and named among 40 Best Small Business Podcasts in 2017. It will help you reignite within you the one true superpower we all possess - storytelling. Each episode provides the best strategies and secrets from the best content creators, advertising creatives, authors, screenwriters, entrepreneurs, marketers, and brand raconteurs that show you how to make your story marketing stand out. You will learn how to connect with your customers, move them to action, and start creating epic growth for your organization and your people.

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#27: How to Create Business Stories People Actually Care About

John Yorke, Managing Director at Angel Station and founder of the BBC’s Writer’s Academy, joins the Business of Story Podcast to share a unique perspective on the dynamic power of stories in the B2B world. The Business of Story is sponsored by ACT!, Convince & Convert, Emma, and Oracle. ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit http://actstory.com and enter to win a pair of BOSE noise-cancelling headphones. Each day the team at Convince & Convert picks a topic and sends you the three best resources ever created about that topic. It's topical, it's timely, it's useful, so go to definitivedigest.com and subscribe to their email newsletter now. Emma helps marketers everywhere send smart, stylish email newsletters, promotions, and automated campaigns, and help us all rest a little easier knowing our marketing emailing is doing its job. Check out their newest publication at Myemma.com/click. Oracle Marketing Cloud offers an introduction to marketing automation, with tips that marketers need to automate and optimize. In This Episode Mirror neurons and how they cause story to work on our brains How business communicators can be more effective with their stories. What happens when you realize that all business stories are quests Three big mistakes we make as business storytellers and how we can quickly overcome them Resources Johnyorkestory.com "Storytelling for Business," John's online course "Into the Woods," by John Yorke "Wolf Hall," by Peter Straughan "A Time for Choosing," Ronald Reagan "The Essence of Storytelling Master Class" with Christopher Volger "The Prom Spot," Audi "Houston, We Have a Narrative," by Randy Olson "The Art of Dramatic Writing," by Lajos Egri "Wired for Story," by Lisa Cron E.M. Forster "The clues to a great story," TED Talk by Andrew Stanton, author of "Toy Story," "Finding Nemo," and "Wall-E" Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.

51mins

17 Feb 2016

Rank #1

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The Seven Stories You Need to Tell to Sell

Many sales and business professionals ask themselves questions every day. "How do I earn the trust of my audience?" "How can I become an effective salesperson?" The answer? Ask your audience and customers questions. And after hearing their questions, offer a solution through your own story. Because you can earn trust through storytelling. When is a particular story applicable for a specific type of audience? Mike Adams joins me on this week's episode to share the different stories we need to tell in order to effectively sell. Mike is an engineer-turned-salesman who also authored the best selling book, Seven Stories Every Salesperson Must Tell. He is currently managing a team of salespeople from different parts of the world for corporations like Schlumberger, Siemens, Nokia, and Halliburton. In the show, we'll go through a little discovery process together to find each story. Some of the stories may come as a surprise to you, but they are all interconnected to one another. As a matter of fact, we’ve already been practicing them. All we need is to identify the story that works for us and how to tell it.  And if you're not a salesperson, don't worry. Any profession needs to sell their services in some way. Mike believes that our backgrounds are not a hindrance or a limitation. After all, whether you’re an engineer, a doctor, a pilot - you can also be a salesperson. Just like our guest today, Mike Adams.  Tune in to find out how to use storytelling for sales by mastering seven different stories for your business.  Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

1hr 3mins

24 Dec 2018

Rank #2

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#145: Learn From the Pitch Queen How To Craft and Tell Your Compelling Brand Story That Sells

The power of anecdote is so great that it has a momentum all its own. No matter how boring the facts are, with a compelling brand story, you feel like you’re on a train that has a destination. Those anecdotes are told using stories. 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. So forget about what you believe your "story" is right now and find your scenes: those moments that have shaped who you are today. Our guest today is all about enabling your superpower through embracing the unique scenes that have made you, you.   Michelle Weinstein knows how to use a story to sell. She's an entrepreneur extraordinaire and survivor of the infamous show Shark Tank. Michelle also runs ThePitchQueen.com, where she works with entrepreneurs to teach them how to sell themselves and their services effectively without annoying prospects or driving them away with boring sales pitches. In this episode, Michelle will show you how to close any deal that comes your way, sell more of your products or services, and turn a NO into “YES” so that you can serve more people and make a bigger difference in the world. It all starts with finding your superpowers, forged from your experiences, moments, and scenes. Remember: Compelling storytelling is ALWAYS about the moments. Your moments or are composed of your experiences that define your beliefs, which lead to your truth.  When you unwrap your truth, you’ll find your superpower. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: https://businessofstory.com/telling-business-story-ebook/ Like what you hear? Bring Park to your next event.

52mins

21 May 2018

Rank #3

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#139: How to Balance Storytelling and SEO to Engage Your Biggest Content Marketing Audience

In the age of the internet, we have endless story-sharing opportunities at our fingertips. With the click of a button, your brand story can be easily accessible to anyone, anywhere, at any time. But with this connection comes competition, especially when it comes to SEO. There are countless stories being told by millions of organizations, and it’s a struggle to get noticed amongst your target audiences searching for content like yours. I know what you’re thinking, “How can I publish what I think are fun, interesting and emotional headlines to draw a reader in, while also playing to the intellect of the internet search bots?” In this episode, we’re sharing how to balance the heart of storytelling with SEO.  Joining us is Arnie Kuenn, CEO of Vertical Measures and author of Accelerate! and the online marketing ebook The Future of SEO Trends in 2018 & Beyond. Arnie is an expert on finding the link between customer’s questions and how to make your business the answer. By utilizing search engine optimization, Arnie helps you bring your content to the top so that your brand story gets heard. Tune in today to learn about the power of SEO storytelling and how it can take your content marketing to the next level. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/getyourbrandstorystraight Like what you hear? Bring Park to your next event.

56mins

6 Apr 2018

Rank #4

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#30: The Brain Science Behind Business Storytelling

Kendall Haven, story consultant and pioneer in the neural and cognitive science of story, joins the Business of Story Podcast to share the latest discoveries in the field and to illustrate how to merge themes and messages into powerful story architecture. The Business of Story is sponsored by ACT!, Convince & Convert, Emma, and Oracle. ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit http://actstory.com and enter to win a pair of BOSE noise-cancelling headphones. Emma helps marketers everywhere send smart, stylish email newsletters, promotions, and automated campaigns, and help us all rest a little easier knowing our marketing emailing is doing its job. Check out their newest publication at Myemma.com/click. Each day the team at Convince & Convert picks a topic and sends you the three best resources ever created about that topic. It's topical, it's timely, it's useful, so go to definitivedigest.com and subscribe to their email newsletter now. Oracle Marketing Cloud offers an introduction to marketing automation, with tips that marketers need to automate and optimize. In This Episode The scientific proof that story structure is a powerhouse of informational systems The latest cognitive research on story engagement, story power, empathy, and influence How to merge your themes and messages into powerful, effective stories Kendall’s tried and true tools for filtering story through an active subconscious Kendall's Neural Story Net How to think in story form Audience modeling Resources  KendallHaven.com “Story Proof: The Science Behind the Startling Power of Story," by Kendall Haven “Story Smart: Using the Science of Story to Persuade, Influence, Inspire, and Teach,” by Kendall Haven “The Storytelling Animal,” by Jonathan Gottschall “Houston, We Have a Narrative,” by Randy Olson BusinessofStory.com Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.

59mins

7 Mar 2016

Rank #5

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#144: How to Use Inspiration, Relatability and Suspense in Your Brand Storytelling

By now, you know the importance of using inspiration, relatability in your stories. Still, it can be difficult to combine all three. Yet our guest, Michael Backes, has mastered it through the art of surprising and suspenseful story structures. Michael Backes is a brilliant man with many areas of expertise. Not only is he a storyteller, he is a screenwriter, co-founder of the American Film Institute Digital Media Studies program, Hollywood digital pioneer, special effects artist and author of Cannabis Pharmacy: The Practical Guide to Medical Marijuana. Though Michael has experience in many fields of work, they all can relate back to storytelling. He’s currently working with a consultancy in Southern California that specializes in cannabis science and policy issues worldwide, helping change the narrative around cannabis to help people with chronic pain. Michael may be one of the most articulate geniuses we’ve had on the show exploring how the power of story mesmerizes and moves us. On this week’s podcast, Michael will share his eclectic background in storytelling and what it takes to truly connect with an audience. We’ll discuss how to construct engaging story structures that make your message incredibly easy for your audience to understand. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: https://businessofstory.com/telling-business-story-ebook/ Like what you hear? Bring Park to your next event.

58mins

14 May 2018

Rank #6

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How a Purpose-Driven Brand Story Will Increase the Health of Your Organization

In 2005, Clinica Adelante was an organization struggling to stay afloat. Today, they are a 500 employee-strong community health center serving more than 75,000 patients every year. What makes this transformation even more amazing is that they have achieved this without losing sight of their noble philosophy of providing affordable healthcare for all. In this week's show, the incredible Avein Saaty-Tafoya, CEO of Adelante Sustainable Healthcare in Phoenix, Arizona, describes how crafting the not-for-profit’s brand story helped the community health center achieve 300% growth in just five years, and where they are today as a national leader delivering sustainable healthcare. This inspiring episode starts off with Avein sharing her story. She got her first lessons in entrepreneurship at the tender age of 4 while working at her Iranian father's jewelry store. But Avein's strong passion for eliminating health disparity can be attributed to her Middle Eastern origins. Fostering strong community ties is an integral part of Middle Eastern society, and this community-driven mindset motivated Avein to get her medical degree. Avein provides some great insights about the American medical system, including how socio-economic societal differences between the Middle East and the United States spill over to each region's medical systems. Avein's struggle to keep Adelante afloat in the organization's initial years are sure to inspire you. You'll learn about the various challenges (internal and external) that Avein managed to overcome with bold decision making and through skillful negotiations. In 2009, Adelante launched their new brand story. Since then, they've grown from 65 employees to 500+. Patients have increased from 14,000 to 75,000. And, Adelante's revenue has gone from $13 million in 2006 to more than $41 million in 2016. Tune in now to discover how you can manage a business effectively without losing your humanity, and how you can use that humanity to establish an authentic brand story. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

1hr 5mins

3 Sep 2018

Rank #7

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#243: How to Keep Sharing Your Stories Through COVID-19

Jay Baer, founder of Convince & Convert, and Pamela Slim, founder of K’é Main Street Learning Lab, both best selling authors and thought leaders on business, share advice on how to stay happy, healthy and productive while working from home during the COVID-19 pandemic. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

55mins

6 Apr 2020

Rank #8

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#235: How Your Purpose-Driven Brand Story Can Triple Your Growth

André Martin Hobbs, founder of Prêt, Auto, Partez, shares how their focused purpose-driven brand story has grown their Montreal-based car dealership by 3x. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

1hr 33mins

10 Feb 2020

Rank #9

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#155: How to Use the Secret Language of Your Customer in Your Brand Storytelling

Have you ever overheard a conversation between two teen girls gushing over the latest and greatest Kylie Jenner Lip Kit and you think to yourself “Wow, those girls are not even speaking my language.” But maybe those girls simply aren’t your ideal customer. It’s not that you’re disconnected from them, it’s that you don’t know their lingo. To know someone’s lingo is to know their values and emotional triggers. And when it comes to your customers, if you’re not speaking their secret lingo, then you’re probably leaving sales, margins and loyalty out to dry.  Not only is Jeffrey Shaw the king of lingo, but he is also the author of LINGO: Discover Your Customer’s Secret Language and Make Your Business Irresistible. He has truly has mastered the art of identifying and understanding the lingo of your ideal customer. And on today’s podcast, he shares how to get into the head and heart of your audience by understanding how they tell themselves their stories. And the hope is that, at the end of it, you too will be the king (or queen) of lingo. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

1hr 3mins

30 Jul 2018

Rank #10

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How to Engage Your Narrative Mind

Whether you are a multi-billion dollar business or a brave little startup, the struggle to connect with your audience is a difficult and often, unsuccessful one. Presenting your brand story through a narrative lens will help facilitate effective translation, allowing you to reach your target audience. In this week’s show, you will discover how you can you can use your own personal narrative to create a magnetic brand story. Andrew Robinson, creator of the narrative thinking framework is a “Brand Anthropologist” who helps companies know and tell their story. Andrew reveals his powerful philosophy which has allowed him to help businesses across the world make a genuine connection with the audience they want to connect with. Andrew also shares how asking your “Who” can ultimately lead you to your “Why”, “How” and “What”. Real world examples he shares show how personal stories can inspire businesses to create their own authentic brand stories and maintain strong fidelity to it are sure to keep you hooked. What makes businesses like Disney and Starbucks so irresistible to their audiences? You'll learn about their empathy-filled ethos which has resulted in enduring “Brand Resonance” – and allowed these businesses to grow into the multi-billion corporations that they are today. We also discuss Nike and Phil Knight’s captivating memoir, Shoe Dogs. Phil Knight’s inspiring life story shows us that in order to realize our potential to the fullest, we have to deal with the part of us that is holding us back. Tune in now to discover why DRAMA, and not DATA can help you connect with your audiences to build a truly enduring brand. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

57mins

17 Sep 2018

Rank #11

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#153: How to Evolve as a Brand Storyteller

What is it about TV shows, movies, or those viral Facebook videos that keep you glued to the screen? The answer is quite simple: story. And if you are able to create a story that the audience can truly connect to, you’ve struck gold.  But it takes hard work, focus and the ability to produce, edit and learn. Jason Ensler has mastered the art of striking gold with storytelling. On today’s show, he shares his evolution as a film director and storyteller and what you can learn from his experiences as you grow as a brand and business storyteller. Jason has a resume a mile long. You have no doubt watched shows that he’s has directed and executive produced including Hart of Dixie, Grace and Frankie, Brooklyn Nine Nine, The Goldbergs, and more. On this week’s show, you’ll learn what it takes to find those hidden moments in a story that will make your brand the brand that people are glued to. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

46mins

16 Jul 2018

Rank #12

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#222 Why Your Brand Storytelling Needs to be Familiar, But Novel

Derek Thompson, a staff writer for The Atlantic, host of the Crazy/Genius podcast and author of Hit Makers: The Science of Popularity in the Age of Distraction, shares the magic of familiarity and novelty to make your stories connect with the human mind and move your audiences to action. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

57mins

11 Nov 2019

Rank #13

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#230: How to Use Brand Storytelling to Ignite Your Startup

Sonny Patel, founder of Insurmi, an AI-based engagement platform that top-tier global carriers use to simplifying the buying process, shares how to use storytelling to get your startup funded and spur its growth. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

57mins

6 Jan 2020

Rank #14

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#244: COVID-19: How to Show Up Every Day in Your Brand Storytelling

Microsoft’s Head of Global Internships, Miri Rodriguez, and Investment Advisor Robert DiMeo share ways to show up positively every day with your brand storytelling during the coronavirus crisis to help those who need you. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

42mins

8 Apr 2020

Rank #15

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#201 Why Your Brand Story is Essential for Survival

Drew McLellan, president of the Agency Management Institute, shares best practices for running your advertising, public relations, web, digital or design agency starting with understanding your origin story and why you do what you do. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event.

56mins

17 Jun 2019

Rank #16

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#147 How to Use Your Brand Story to Stand Out in a Crowded, Distracted World

Nick Westergaard, author of Brand Now: How to Stand Out in a Crowded, Distracted World, describes how to craft a brand story that will help you rise above the noise using seven brand storytelling dynamics.

52mins

4 Jun 2018

Rank #17

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#221 How to Align Employees With Your Brand Story

Christopher Wallace, co-author of the study Have Your Story Straight? Why Brand Message Dilution Hurts in the Experience Economy, explores how to enroll and align your people to fulfill the promises you make in your brand storytelling to win customers. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

45mins

4 Nov 2019

Rank #18

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#231: How to Tell a Purpose-Driven Brand Story That Works

Raphael Bemporad, a founding partner of BBMG, a brand and social innovation consultancy driving business growth for positive impact in the world, shares how leading purpose-driven brands are telling their stories. Business of Story is proudly sponsored by Sendible, a powerful social media platform used by more than 3,000 digital agencies world-wide that help brand stories be heard online. As a special offer for you, get Sendible’s Robust plan now for only $69 per month when you sign up at sendible.com/park30. Start your free 30-day trial today. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. 

1hr 13mins

13 Jan 2020

Rank #19

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#143: How Logic and Magic in Your Purpose-Driven Brand Storytelling can Change the World

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.   Remember, your brand stories are not about what you make, but what you make happen.  In 2006, Freya Williams stood in a grocery store staring at the toilet paper aisle. All of that toilet paper in front of her, and she couldn’t find the one thing she wanted; toilet paper made from recycled materials. It was in that moment that she came to a realization that something needed to change. Freya is now a seasoned brand planner who’s focused her career on harnessing the power corporations have to transform the world for the better.  Freya, author of Green Giants: How Smart Companies Turn Sustainability Into Billion-Dollar Businesses, and CEO of Futerra North America, believes that sustainability should not be something that you sideline in times of economic hardship, but rather something that you lean into and look to for innovation and growth opportunity. Just look at the mission of Freya's organization, Futerra, an independent global change agency that helps unlock sustainability as a multi-billion dollar opportunity. In this episode, Freya Williams explains how the perfect combination of logic and magic in your brand storytelling can quite literally change the world. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/getyourbrandstorystraight

54mins

7 May 2018

Rank #20