Business of Story

In order to become the best leader you can be, it's critical to give your team a call to something bigger. The best leaders can tap into the audience's core values and inspire action, and spark a strong purpose in the community. But what if you have difficulty forming that intimate connection with members of your team? The answer, of course, is to find your story. Our episode this week is about using your stories to engage people in what you're doing. Joshua Spodek can tell you firsthand that this is not rocket science. Joshua is a bestselling author, world-renowned media leadership expert, and a Ph.D. in astrophysicist who has helped both NASA and ESA put satellites into orbit. How's that for a resume? Joshua is joining us with his new book, Leadership Step by Step, to discuss how leaders can create a new story that your team can live through, thereby amplifying your impact. With three powerful exercises and a special freebie, you will have the tools to utilize your leadership storytelling to your highest potential. In This Show, You'll Learn Josh's meaningful connection exercise Finding your authentic voice Embracing your inner monolog Key Quotes "You don't get strong from reading about lifting weights." – Josh Spodek "I think the reason people don't do stuff is often not because they don't see the value in it, it's that they can't find motivation. It's easier to just keep doing what they're doing." – Josh Spodek "A meaningful connection is not just a friendly conversation, it's also a business-to-business endeavor." – Josh Spodek "Managers deal with behaviors, leaders deal with emotions" - Joshua Spodek "the greatest stories we tell are absolute authentic true stories well-told." – Park Howell "to be real with it then allows you to find your own true voice and be more authentic and connect on that level." – Park Howell "Every great story is really around shaking your protagonist out of status quo." – Park Howell Mentioned in this episode Joshua Spodek Joshua Spodek Twitter Leadership Step by Step Esquire NBC Forbes ABC NYU Inc Magazine European Space Agency NASA Story Marketer Of The Week - Pixar Disney's animation studio, Pixar, recently produced a phenomenal online tutorial for creating stories. Pixar is the studio behind critically acclaimed films such as Toy Story and Finding Nemo, and their use of the story cycle and the hero's journey is apparent in each movie. The storytelling tutorials are available on Khan Academy, and each brilliant and engaging video is taught by one of Pixar's own storytelling artists. Do you think this campaign was done to find the next big storyteller for Pixar Studios? That's not the point, this series provides an inside look into the workings of world-renowned films. I think those who take the course will experience a deeper connection to the Pixar movies they watch, which I imagine will lead to greater loyalty for the brand. For that Pixar earns my story marker the week. I think those who take the course will experience a deeper connection to the Pixar movies they watch, which I imagine will lead to greater loyalty for the brand. For that Pixar earns my story marker the week. About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Have you ever felt the terror of being totally lost? In business, we prepare for everyday problems and stick to our established plan. But when the unexpected happens and our existence is threatened, we panic; we either fight a losing battle, retreat as fast as possible, or stop altogether in shock. This Fight, Flight or Freeze thought process is a natural survival instinct, but often it can be the end for us or our business. We can't expect the unexpected. That's why it's critical for you to know the skills to not only survive -- but thrive. Today's episode is about a survivalist. Jonathan David Lewis of McKee Wallwork, and author of Brand vs. Wild joins us to share his experience in bringing a brand back from the brink. As a survivor of a business that almost went under, Jonathan has created methods of fixing a sinking brand using survival psychology and real world crisis procedures. You will learn how to take a brand that is lost, and guide it towards your goal. In This Episode, You'll Learn Seven factors that impact survival of your business The Air Force's Five 'C's of survival How pride kills in the wild Key Quotes "The factors that affect our growth are actually in our control." - Jonathan Lewis "Why do some face adversity and thrive, and others fail?" - Jonathan Lewis "Success can be one of our biggest vulnerabilities." - Jonathan Lewis "The first thing you need to do when you're lost is stop and orient yourself." - Jonathan Lewis "You can only prosper from your most authentic stories." - Park Howell Mentioned In This Episode Jonathan David Lewis Jonathan David Lewis Twitter Brand vs Wild McKee Wallwork & Co. Breaking Bad Bob Odenkirk Jon Krakauer Lego Al Gore's An Inconvenient Truth Story Marketer of the Week - Donald Trump Climate change is the most urgent issue facing humanity, with many people denying the existence of the problem. Scientists working on clean energy struggle to gain traction, but climate change may have found an unlikely, unintentional advocate: Donald Trump. Documentaries like An Inconvenient Truth are nowhere near as powerful at spreading climate change awareness as the Donald and his denial. Why is this? Because Trump is a contradiction, a conflict, he gives the cause a much-needed antagonist. Having such a vocal opposition towards climate change signaled a call to action like never before. When your story has high stakes, you can channel that into purpose, and your audience will rally behind your cause. For demonstrating the power of a good conflict we have decided to name Donald Trump as the Story Marketer of the Week. About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Our goal with Business of Story is to help you create your brand, and in the process, we have fine-tuned our own story crafting procedure. The workbook is a wonderful developmental tool, but not everyone has a clear idea of what that program is. That's why today I'm going to work with a listener like you to demonstrate the ten step story cycle in action. For the past 97 episodes, we have brought you guests from around the world to share their wisdom in crafting a compelling story for your brand. This week, we're doing the opposite. We've invited a long-time listener, Jonathan Barney, founder of Inspired.Service, to demonstrate the ten step story cycle program. Jonathan is a service industry veteran and a young entrepreneur who has bravely volunteered to join us and discuss his story. In this episode we follow the simple guidelines of our brand storytelling workbook: Own Your Story: Your DIY Guide to Craft And Tell Compelling Brand Stories That Sell, and using Jon's experiences and motivations, we create a powerful business story. Join us as we take his incipient business, apply the 10 step story cycle to his work, and produce the beginnings of a strong brand narrative. Learn how you too can own your story. In This Episode, You'll Learn The four-step exercise: identifying your brand's place in the market How to apply the ten-step story cycle to your brand Learning to love your antagonists Key Quotes "That story was not a huge thing, but it triggered a passion in him" – Park Howell "We want to boil this down to your position in the marketplace. What is your service that nobody else can deliver?" – Park Howell "What you want to do is really understand your audience's story." – Park Howell "What is at stake for my audience? What is it they want?" - Park Howell "Who is the hero? It's not the brand, it's the customer." - Park Howell "Someone has to be the first monkey shot into space. I'm glad It was me." – Jonathan Barney Mentioned In This Episode Jon Barney Twitter Inspired.Service 12 Personality Archetypes DIY Story Cycle Notebook Carl Young Zig Ziglar The Simpsons Red Bull Star Wars About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

Most people believe that the best product wins. That used to be true when consumers had fewer choices. But today we have abundant competing products and services. Therefore, defining a new and unique category for your offering is what will separate you from your competition and insure your survival. Christopher Lochhead, host of the Legends & Losers podcast and author of the irreverent marketing book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, explains how to create brand dominance through the right market category. Christopher has been described as the "Howard Stern of entrepreneurialism." His methods of point-of-view storytelling, the "magic triangle" of business, and insight into market categories are critical for your brand position. If you want to become a legend, join us for an in-depth method from the legend himself. Learn how you don't have to beat others at their own game by creating a new game for yourself. In This Episode, You'll Learn What is a brand category, and why is it important? How to "prosecute the magic triangle" How you can find the right problem Key Quotes "The category makes the brand, not the other way around." – Christopher Lochhead "Fall in love with the problem, not the solution." – Christopher Lochhead "Humans think the person who articulates our problem the best must have a solution." – Christopher Lochhead "If you think having the best product is all it takes to win, you'll probably lose." – Park Howell "You tell people that, whether they know it or not, they have a problem that I can fix." – Park Howell Mentioned in this episode: Christopher Lochhead Christopher Lochhead Twitter Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate the Market Legends & Losers Podcast The Ramones Spanx Hewlett-Packard Oracle Intel Xerox Netflix Jack O'Neill Story Marketer of the Week: Nike Phil Knight, one of the founding members of Nike Incorporated, published his memoir and his company's origin story. Knight founded Blue Ribbon Sports Company to bring low-cost shoes to the American market, but the journey was not an easy one. Rival shoe businesses kept Nike on the brink of bankruptcy for decades, and Knight knew he had to change his brand's narrative to survive. His book, Shoe Dog, details the ups and downs of their forty-five-year history. This book is an invaluable insight into the process of becoming a leading member of an industry, and all the challenges that go with it. Stories of underhanded competition, unscrupulous suppliers, a decade of Nike almost going out of business teach the most important lessons for businesses: belief is irresistible, and always take the next step. For an authentic look into a company's rocky history we have decided to name Nike as our Story Marketer of the Week. About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

It's not too difficult to get your story out there. There are myriad social media platforms that streamline your content creation process. But, with hordes of videos, blogs, tweets, Snapchats, Instagrams and updates added constantly, it's difficult for your message to reach the surface in this sea of content. What can a brand do to stand out? What are the secrets to finding your way into the lives of your audience? Why can a 10-year-old do this stuff better than me? These are the tough questions that struggling media marketers ask every day. This week features the dynamic social media marketing duo of Amy Schmittauer and Vincenzo Landino. Amy is the creator and host of the widely successful Vlog, Sexy Savvy Social. To the untrained eye, her simple video format may seem ordinary, but the techniques used are remarkably powerful. Amy has crucial advice for any blogger, vlogger, Youtuber or story marketer trying to get noticed in the cacophony of media. Amy also is the author of Time's Best-Selling book, Vlog Like a Boss: How to Kill it Online With Video Blogging. Vincenzo, the creative director of Aftermarq and host of the Brand Boost Podcast, has worked with brands to bring stories to life through creative videos. He helps organizations manifest the "start-up sexy" marketing ideology that commands total brand appeal. If you're having trouble getting your voice heard by the right ears, this episode is for you. Tune in for advice and wisdom from two of the world's best content creators, and you too can learn to navigate through the social media frontier. In This Show, You'll Learn Skills for successful video marketing creation Importance of simplicity and specificity in marketing The "do"s and "don't"s of a brand taking a stand Key Quotes "These video creators didn't survive because they lost sight of who they were talking too." – Amy Schmittauer "You have to look at the camera like it's a human being. One human being." – Amy Schmittauer "When you take real action, you have something to show." – Amy Schmittauer "All that matters is that you told it, not what medium you use or how you told it." – Vincenzo Landino "We don't have to be everywhere. Nobody wants to see everything of every day." – Vincenzo Landino "Too many people put out too much garbage. It's not enough to just start blabbing, you gotta have a point." – Park Howell Story Marketer of the Week: AirBnB Now that you've listened to the audio from our Story Marketer of the Week section, you're ready to experience the whole video (and if you haven't listened yet, you should! Tune in at 35:32). This beautifully crafted advertisement features a simple tale of a man struggling with his past, and the efforts to help him move through the emotional impact. You'll quickly see why I've decided to name AirBnB again as our Story Marketer of the Week. Mentioned in this episode Amy Schmittauer Website Amy Schmittauer Twitter Savvy Sexy Social Savvy Sexy Social Youtube Channel Vlog Like a Boss Vincenzo Landino Vincenzo Landino Twitter Brand Boost Podcast Aftermarq Joseph Gordon-Levitt's HITRECORD Oracle Modern Marketing Experience Jay Baer About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

What if I were to tell you that the most crucial aspect of a successful business was not actually profit gain? Would you be willing to believe that a key ingredient in a booming, high-profit organization was generosity? We at the Business of Story typically focus on the story aspect of brand marketing strategy. Today we're focusing on the business side. In the past, marketing and advertising were created for the sole purpose of generating as much revenue as possible, with no concern for the customers. That was then, and this is now. The modern consumer has more agency and makes informed decisions based on up to date facts. They no longer serve the brand; the brand serves them. Previous methods of marketing are no longer effective in this age, and businesses need to adapt to survive. How can an organization hope to succeed in this cutthroat world of brand marketing? Simple; just a little bit of kindness and authenticity. Today's guest is an expert both in business and humanities. Bob Burg, international businessman, author of Go-Giver, and Endless Referrals is with us to explain how giving is the most effective way of getting. With decades of experience helping Fortune 500 companies and other business endeavors, Bob has created his Five Laws of Stratospheric Success to share with others the stunning effect that generosity and kindness can have. His goal is to remind us that the purpose of business is not for making money, but the exchange of value so that both parties leave happy. These lessons examining the methods of business are crucial for any entrepreneur who wants to respect and to be respected, by their customers. Tune in today, and learn just how giving is receiving. In This Show, You'll Learn Bob Burg's Five Laws of Stratospheric Success The importance of generosity in the business world Benefits of focusing the story on someone else Key Quotes "Money is the thunder to value's lightning." – Bob Burg "The focus was not in the right place; the focus was on myself." – Bob Burg "People buy you first before they buy into your product" – Bob Burg "Don't be afraid to show your authentic vulnerable self, and that gets people to buy into what you are about, so you can help them get what they want." – Park Howell Story Marketer of the Week Not wanting the stress of spending $200 per night on a hotel, my wife and I decided to try out AirBnB during our most recent trip to visit our son in Hollywood. Boy, were we impressed! Michelle and I have since used AirBnB for basecamp in our travels across the United States and Europe, each room an incredible and unique experience. AirBnB recognizes that it's more important for the focus to be on the guests, and works hard to ensure that you are the hero on this brand journey. A large section of their website is dedicated to customers sharing their own tales. Plus, it features the stories of their hosts and photos of the guest's journeys. For creatively shifting the focus from their own company to the consumers, and for putting the customer in the spotlight of their story, we have awarded AirBnB as the Story Marketer of the Week. Mentioned in this episode Bob Burg Bob Burg's Twitter The Go-Giver Endless Referrals Arianna Huffington The Greatest Salesman in the World The Richest Man in Babylon Zig Ziglar Ritz Carlton Marriott Penguin Random House Portfolio About Business of Story Podcast The Business of Story is hosted by trusted brand story strategist and keynote speaker Park Howell and is among the top business and marketing podcasts geared toward founders, CEOs, entrepreneurs, solopreneurs, and communication leaders. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to make your brand story marketing stand out and achieve epic growth in your organization.

There are dozens of crucial factors to think about when talking to your audience. Anything and everything in your message should be carefully considered. However, almost nothing in the world of story branding is more important, and more overlooked than genuine connection. This fact is nowhere as clear as in the case of Pepsi's infamous ad. Millions of dollars invested, a world-famous star, a positive call to action, great music, bold cinematography; all gone to waste. Where did they go wrong? All the right stuff was there, what happened? The answer lies in the authenticity of the story they told. This expensive, carefully manufactured, artificial story pales in comparison to the real thing. If a company hopes to share their message with customers, it must be a real connection, based on real events. These real stories are the focus of our conversation today. Our guest is Jordan Bower, strategic storytelling consultant, brand marketing professional, and an expert in what makes a story real. His tale began when he walked along the entire West Coast of the United States, meeting thousands of people along the way. These brief views into the lives of so many different people painted a clear picture for Jordan. He realized that the connectivity of social media is nowhere near as important as a face-to-face human interaction. From these experiences, he could pinpoint the key aspects that make a story authentic. Jordan's Four Pillars of Storytelling are a vital knowledge for content marketing. His personal stories, tips, and advice on authenticity and connectivity are integral for making your story work in today's world of story branding. Story Marketer of the Week Our Story Marketer of the Week Award goes to Heineken, for their World's Apart advertisement. This brief TV advertisement features the interactions of two people with opposite opinions on highly polarized issues; climate change, transgender people, and feminism. Heineken, however, added a twist. They didn't know the other's stance on these issues. The two individuals are given tasks to complete, and in the process, find common ground. When the secret is finally revealed, they are given a choice. They can leave, or stay, and talk about their differences over a cold beer. This social experiment not only calls for the viewers to open their minds and hearts but also humanizes those on the opposite spectrum of an issue. For helping those of different beliefs empathize with each other over a beer, Heineken is the Story Marketer of the Week. In This Show, You'll Learn: How does social media connection leave us disconnected? What is the importance of authenticity in telling your story? Jordan's Four Pillars of Storytelling Key Quotes "A story isn't just the content we communicate, it's also the connection." – Jordan Bower "We can be connected on social media, but that doesn't actually represent what a true human connection is actually like." – Jordan Bower "What's important to remember is that what you're saying isn't nearly as important as how you're saying it." – Jordan Bower "Business people are people too." – Jordan Bower "The more we're connected, the more we're actually disconnected." – Park Howell "Data brings you no emotion." – Park Howell Mentioned in this episode Jordan Bower Jordan Bower Twitter How I Built This Cheryl Strayed Homo Digitalis Wells Fargo Pepsi Uber Google Ventures The Sprint Book by Jake Knapp Apple Steve Job

What do you think is the most valuable survival tool in an arctic expedition? A nice winter coat? Snowshoes? Warm hat? For a 900 mile trek through one of the most dangerous places on earth, over hidden crevasses, calving glaciers, and frozen landscapes, one of the most critical tools is the ability to communicate the right story. Joining us on this edition of Business of Story is adventurer Robert Swan, the first man to journey across both the North and South Poles unaided. His dream of traversing the ice caps began in his childhood, and when he was an adult, he was ready to go, but he couldn't do it alone. For the next seven years, he worked hard to find sponsorship for this journey, and through the many rejections, he could learn from his mistakes and refine a compelling story to gain support. Robert used these very same storytelling techniques to inspire his fellow arctic companions and survive the ice. Today, he is one of the leading experts in the field of sustainability leadership, bringing students from around the world to visit the ice caps. Decades of experience has taught Robert the necessity of storytelling in leadership roles. To be able to craft a narrative, convince people of their own personal gain, and trust in those around you is the mark of a good leader. In This Show, You'll Learn: How great leaders use storytelling to rally support Importance of credibility in your narrative Telling your story through someone else's point of view Key Quotes "Trust yourself. If you don't trust you, who is going to trust you?" – Robert Swan "Every time I was told no, I listen to why these people told me no." – Robert Swan "Trust will inspire people more than anything." – Robert Swan 'You really connected with their legacy, they didn't even realize they were part of these expeditions." – Park Howell Mentioned in this episode Robert Swan Robert Swan Twitter Destination, Antarctica Antarctica 2041 A Walk to the Pole 2041 Climate Force Robert Falcon Scott Jacques Cousteau Earnest Shackleton NASA Red Bull South Pole Station

The world of brand marketing is changing rapidly. Ad campaigns don't work like they used to. Because brands are no longer the storytellers. They're the story makers handing their stories to their customers in hopes they'll share it with their world. Smart brands are focused on making movements, like REI's #OptOutside effort. Dove's "Real Beauty" campaign. Or Heineken's recent "Open Your World" work. How do you turn an ad campaign into a meaningful movement that matters? It starts by creating a relationship with your audiences through your story marketing. Brand relationship expert, Kimberly Manno Reott of Context Partners, joins us from her home in Madrid, Spain. She explores the three elements and six critical roles to every successful movement. Context Partners is a new type of design firm focused on relationships at scale. We all face a changing world where identity, information, and power are rapidly shifting. Traditional models of communication are failing and once-passive audiences are coalescing into powerful, vocal communities. Kimberley and her team help organizations like Microsoft, Lilly and the Rockefeller Foundation and the Rainforest Alliance build, navigate and leverage their relationships to shape the future. Kimberly will teach you how to craft a compelling message and structure the right team with the correct personalities to turn your campaign into a movement. In This Show, You'll Learn: How to approach business storytelling through the lens of relationships, particularly through the STORYTELLER. The three-story plot points you need to make any movement take off The six aspirational roles people play to make your cause successful And the almighty power of chocolate to bring clarity to your story. Key Quotes: "All business strategy is a story." – Park Howell "In traditional marketing, consumers get segmented by demographics… that way of segmenting people is kind of old school and actually doesn't allow you to build the relationships that are lasting." – Kimberly Manno Reott "It ultimately comes down to building these relationships by truly understanding your audience." –Park Howell Mentioned in this episode: Kimberly Manno Reott Kimberly Manno Reott Twitter Context Partners Rockefeller Foundation Sally Hogshead Fascination Advantage Assessment Rainforest Alliance GreenBiz Arab Spring Twitter Aspirationals Vincent Stanley Patagonia New York Times Damnation Yvonne Chouinard Schwinn Stingray

How would you go about creating a brand story for a person? Would you be able to sell an individual's personal story or even your own? We at Business of Story focus on teaching storytelling and branding techniques for media marketers, advertisers, nonprofits, and other business-oriented organizations and leaders. Today we ask you to think of another area you can improve upon with a little bit of storytelling. Marketing your own life is something that may be overlooked a bit too frequently, but if you can harness the power of story, the possibilities of your personal growth are endless. With a bit of narrative, you'll stand out above the rest, whether it be a job interview, making a big sale or just gaining a positive reputation in your community. Our guest on this podcast episode is Sally Hogshead of How to Fascinate. Author, advertiser, branding expert, media marketer and mother of eight, Sally joins us to share her story and what led her to the creation of her Fascination Personality Test. Discover How The World Sees You with Sally Hogshead's Personality Test Her creativity has been a defining part of her character, and from elementary school classrooms to international corporate offices, Sally's experiences in story brand marketing have helped her craft her personality test to help you understand and utilize your own character. This wonderful and insightful test is unlike any other I've ever taken, and to prove it, Sally is going to let you take the test for free! Visit her Website and enter the code 'story17' for an opportunity to gain insight into your personality traits and how to best use your strengths. Story on!