Business Of 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, or planting a donut Easter egg in your Instagram feed.  Any business can hop on Instagram and post a photo of their product in hopes of reaching a customer. But it’s through storytelling that you give the customer something to really connect with, beyond just that photo. My mom always said, “Everything in moderation.” But when it comes to a brand’s digital storytelling, believe me, there is no moderation to be found. On this week’s episode, Kelley shows you how the doughnut giant uses entertaining digital storytelling to connect with 11 million people through branded social media channels to live out the brand’s mission of bringing joy to fans.  Become a Master Storytelle

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

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, Micha

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 sustainab

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 Tel

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 mast

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, A

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 ev

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 Gr

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 subc

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.  

No matter what end of the spectrum you’re on, politics is exhausting. In our world of fake news, Russian hacks, controversies, and conspiracies, the endless cycle wears us down. Almost every facet of our lives has become politicized, and with it, our society has become completely polarized. Even slight ideological differences can turn similar people into bitter enemies. We’re stuck in a deadlock, and without communication between parties, no progress will be made. Our guest today has a bold plan to untangle our politics.  Richard Lang, author of Virtual Country: Strategy for 21st Century Democracy and founder of Burst joins us to explain his plan to create a safe space for political discourse. By taking away the labels of Republican and Democrat, issues become about the individuals and their stories. Richard explains that our government has become influenced by money, rather than values. National Town Square would take control of the wealthy and place it back in the hands of the voters. On today’s episode, Ri

The classic elevator pitch is the best way to make someone not care about you. There’s nothing more effective at making your audience fall asleep than a rigid, over-rehearsed, inauthentic bit about yourself, and all too many business leaders rely on one. Your personal brand is the most important of all, and without a proper way to convey yourself and your service, you risk being ignored. But there are a few simple methods for you to bolster your personal brand by creating a flexible, authentic narrative for sparking interest in any situation. To learn how we’ve invited the ‘black belt of branding’ to the show. Ryan Foland is a professional in the art of brand simplification. Founder of InfluenceTree and host of the World of Speakers Podcast. Ryan travels the globe to help leaders improve their communications. I have teamed with Ryan to create a new ebook, The 5 Stages of Grief in Telling Your Business Story, that will launch at Social Media Marketing World during my Business of Story workshop on Wednesday,

Launching Business of Story two years ago at the young age of 55, I realized that I was the proverbial middle-aged-one-arm-paperhanger finding clients, serving their needs, marketing my wares and paying the bills. Personally, not a pretty story. Then I decided to add this podcast. Why not? I already wasn't sleeping at night. May as well use that time for something productive. Plus, it took my attention away from my churning belly. Do you know the feeling? If you're a purpose-driven solopreneur, a startup founder or leader of a young growing enterprise, you know how quickly important but worthless (at least to your growth) tasks can define you.  With the weight of the world on our shoulders, it often seems impossible to find someone able to do what you do. But there is a solution. With the right help, you can take back your life and focus what is most important. Jess Ostroff is our special guest this week. She is one of the first virtual team members to help start the Business of Story Podcast. Her invaluable

When I saw James Cameron’s Titanic, I had a fairly good idea of how it would end. I knew the entire sequence of events of this historic voyage before I’d ever set foot in that theater. But once I was in, once I saw the incredible story being laid out before me, I knew that this well-known event was a timeless journey. When a story is told just right, you can experience it over and over with the same emotional strength as when you first heard it. With the right tools, your brand story can be retellable too. Jay Golden, the founder of Retellable, shares how to make your story a timeless tale. Author of Retellable: How Your Essential Stories Unlock Power and Purpose, Jay is an expert in creating stories that are expressive, powerful and applicable in any situation. In his own words, “for a story to change the world, it has to change you first." Jay introduces you to his four-step journey model, tips for crafting an overarching story for your brand, and how to make your brand story retellable for any audience.  B

Businesses are quickly realizing the power of brand story marketing. When you have an authentic story with values your customers can relate to, your prospects of success skyrocket. But for many, crafting a story may seem like a difficult task. What do you focus on? Where do you begin? These questions are more common than you think, and to help you clarify your business’ purpose and find your story, we will demonstrate our Story Cycle System for you. George Grombacher, Phoenix entrepreneur, financial advisor and host of the Money Savage Podcast, is here to find his brand purpose for his new business, Money Peace University. George's goal is to help companies and their employees find peace of mind in regards to their finances. We’ve given him our DIY Guide to Craft And Tell Compelling Brand Stories That Sell workbook, and I guide him through the steps of the proven 10-step process to clarify his purpose and brand story. You can do the same as you follow along and apply my guidance to George to your story.  Beco

There’s only one way for someone to see through your eyes. When you listen to a story, a remarkable phenomenon occurs in your mind. Your brain begins firing off what is known as mirror-neurons, creating the sensation that you are actually living through that experience!  Storytelling is the most powerful method of communication because when the mirror-neurons activate, your audience will feel whatever senses, emotions, and ideas you are trying to convey. With this knowledge at hand, how can you best utilize your story to create the biggest impact on your customers? Our guest this week will guide you towards the answer. Sheila Carroll is a professional storyteller, with more than thirty years of experience under her belt. Sheila is a storytelling coach with a unique method of helping small businesses find their story. How does she do this? By looking at their favorite movie! Today, Sheila will share her five simple methods of getting your story to stick, the power of mirror-neurons, and how early memories are

You might not realize it, but right now you are in the middle of your own Hero’s Journey. Your lifelong story of triumph, defeat, and resurgence has brought you to where you stand today, with your experiences and wisdom building your character. When we reflect on our journey, we often think of our own personal growth. But what about the impact we have made on our friends, family, peers and beyond? Every day, we inspire, change, and support the people around us by simply living our lives. In this episode, we are going to show you how to channel your personal Hero’s Journey into creating a story that humanizes you, your brand, and most importantly, your audience. Joining us today is Miri Rodriguez, a story brand marketing master. She is an award-winning creative journalist, two-time participant in Microsoft’s #MySkills4Afrika program, and volunteer business consultant and brand coach. Miri's experience in storytelling with Microsoft has helped her create her four pillars of story that the tech giant uses to hum

When it comes to sharing your story, there is nothing more important than creating an authentic connection. In order for the audience to live vicariously through the experiences and emotions of your story, it is critical for you to first humanize yourself and your cause. But when the focus shifts from connections to profit gain, we lose track of what made our brand story so powerful in the first place. People. The return on investment of a well-crafted brand narrative is endless, and to demonstrate, our guest will show us just how much much money, employee engagement and credibility a good story can earn you. Mark Schenk is the Managing Director of Anecdote, a company dedicated to helping companies effectively communicate their brand purpose through storytelling. Mark is an expert story brand marketer, helping companies from Coca-Cola to IBM. In this episode, Mark will teach us the basics of Anecdotes workshop process, the true cost of a boring story, and the return on investment of an organization’s powerful