Business of Story

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.

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

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. In this week's episode, we're sharing ways to create a courageous and compelling business strategy story to take your brand and your people into new, exciting and often scary directions. Plus, Shawn and his business partner, Mark Schenk, have a new podcast called Anecdotally Speaking, that you’ll want to add to your library. Because if you want to be a good storyteller, you first must become a good story listener. Their new podcast shows you how through true stories well told. 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.

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. Our guest today, Kris Herbert of Kingswood Skis, is extremely talented at bringing people together through story. I was first introduced to Kris when she downloaded our DIY Story Cycle workbook. After witnessing her beautiful storytelling skill and how she was able to connect people through it, I knew we needed her to come on the show. In this episode, Kris shares how small batch storytelling can effectively change the world.  Listen to the engaging story she’s developed for Kingswood Skis, and you’ll soon understand how to better portray your brand’s personality and solve real-world problems with your product or service.   Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/getyourbrandstorystraight

recognize when a story isn’t authentic. But many storytellers struggle to find a narrative that they think is engaging and effective without resorting to fiction. Our special guest explores the intersection of journalism and storytelling, and the fine line between fact and fiction.  Robert Siegel is a world-renowned storyteller. For over 30 years, Robert was the iconic voice at National Public Radio (NPR) who co-hosted the network's flagship news program All Things Considered, a series that focused on telling the most important stories of the moment. Every day his voice with co-host Linda Werthheimer would reach over ten million people, informing them of culture, politics, news and more. I was blessed to have this rare occasion to interview Mr. Siegel during the 43rd Annual Murrow Symposium for the Edward R. Murrow College of Communications at Washington State University. He received the Lifetime Achievement Award for his more than 40 years in radio journalism. I had the honor to lead a Business of Story masterclass and be part of panel discussion on personal branding for communications majors, plus interviewing Robert as we stole away in a small conference room in the basement of the CUB student union building.  Robert shares his approach to turning ordinary journalism into a powerful, fully immersive sensory experience using the theater of the mind. We are honored to have him join us to teach us his methods to crafting powerful stories out of everyday events. Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/getyourbrandstorystraight

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.

For many organizations, the hardest part of telling their brand story is finding it. We experience so much every day that it’s often difficult to realize which events are the pivotal ones that define our brand's story. more If you want to tell a fantastic story that truly connects with your customers, you have to stop looking for the story and start finding the scenes – those small moments that change everything.   That's why today's episode is all about sorting the good stories from the great.  Advertising creative director and filmmaker, Chris Nolan, shares his StorySpotting™ technique that has helped him become an Emmy Award-winning film director and brand strategist. Chris has directed brand storytelling campaigns and commercials for Fortune 100 companies, Disney and Google, and has won countless advertising awards.  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.  

Every entrepreneur knows it's all about who you know. The universal truth is that running a business without help from friends is impossibly difficult. We have become so dedicated to spreading our name as far as possible, it's common for us to forget the true value of these connections. Our episode today is about reminding ourselves of the humans behind the brand and creating stronger business relationships in our daily lives. Joining us is Scott Gerber, author of Super Connector: Stop Networking and Start Building Business Relationships that Matter and CEO of the community company. Scott’s incredible story of triumph, loss, and building himself back up illustrate the importance of learning from one’s mistakes and relying on the relationships we have formed. He will show you what form of networking you prefer, how that affects your business and the three key traits of every Super-Connector. Tune in for lessons in creating better business friendships that will last a lifetime. 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.

Our subconscious mind is one of our greatest mysteries. Sigmund Freud believed that the conscious mind is only the tip of the iceberg, and the enormous subconscious was an ocean of thoughts, feelings, memories, and instincts all meshing to create ourselves. As storytellers, we often think only of how our stories will be received by the conscious minds of the audience. But we may be missing out on a critical piece of storytelling technique by not considering what is below the surface. Our guest is here to tell us just how powerful the subconscious mind can be. Tom Matte is a veteran of advertising with a unique characteristic. After years of struggling with addiction, and substance-induced delusions, his brain is now extremely sensitive to noticing the subtext in your stories. The journey of his mind breaking and healing has allowed him to help you with your storytelling by changing the way your audience can be subtly attracted to your brand’s message with the superpower known as “Upsight.” To harness the subconscious power of Upsight and subtext, join us today and make your story affect your audience on the deepest possible 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.  

Storytelling is the best way to share emotions. With the right story, your audience can experience any feeling the teller may share. Emotional appeal is the most powerful aspect of story brand marketing, but often we focus on the same emotions. There is an abundance of campaigns seeking to create hope, fear, even shame in their audience. This episode is focusing on an underutilized emotion: laughter.  Tim Washer is joining us today to share his experiences as a comedic brand marketer. Tim has worked with major comedy shows, from Saturday Night Live to Last Week Tonight. He’s an expert in finding funny situations and can turn the most serious of brands into a lighthearted experience. Tune in today and learn the what, why, and how of comedy storytelling. 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.