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How to Create Business Stories People Actually Care About

Authors: Jess John Yorke
Posted Under: The Business of Story Podcast
Show Business
Hosted By
About The Business of Story Podcast:

Welcome to the Business of Story podcast, where the world’s best storytellers from business, Hollywood, and beyond teach you how to use stories to communicate and connect with your customers. While technology has given us all global reach with our messages, it’s still the ancient bewitchery of storytelling that connects us with one another. You will learn from some of the brightest content creators, advertising creatives, authors, professors, makers, marketers, and brand raconteurs in the business. Within every show you will learn at least one actionable tip that will make your stories more engaging, and help you advance your personal or professional quest further, faster.

Apple Podcast Reviews:

A lot of great information about story telling. It is hard to pick one episode, they are all good!


I recently came across Park Howell's excellent podcast. I love how he weaves in his personal stories with the interviews of his guests. If you are involved with sales or marketing for your business definitely check out this show.


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.

John Yorke - Instagram

It’s Simpler Than You Think

John Yorke is a Golden Globe Award-winning producer and business storytelling consultant in addition to being the founder of the BBC’s Writer’s Academy and the author of “Into the Woods: A Five Act Journey Into Story.”
“Into the Woods” dissects the common underlying narrative of some of the most historically successful stories across drama, philosophy, business, and politics, and takes the work of our favorite authors here at the Business of Story one step further.
From his extensive expertise in the world of television and drama, John shares the tools he has identified and developed during his thirty-year career that business leaders can implement to create a stunning, simple, and successful narrative.

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


Quotes From This Episode

“Stories forge a common bond with the person you’re addressing, and you understand how the world is seen from outside yourself.” —@johnyorke123
“Strategy is everything and strategy is the equivalent of the goal. What does the character want? He wants the lost ark. What does the business want? It wants to be the biggest microchip industry in North America. How are we going to get there? Well, that is the strategy.” —@johnyorke123
“Storytelling works much more powerfully when the message is inferred.” —@johnyorke123
“Story structure is entirely based on the method by which you learn. It mimics directly the process by which you assimilate new information. You exist. You’re confronted by something strange. You assimilate lessons you want to from that, and then you change.” —@johnyorke123
“I think the extraordinary thing about storytelling is it is absolutely instinctive.” —@johnyorke123



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