Introducing the Business of Story: Why Story? Why Now?

Launching the Business of Story Podcast

Park Howell, the founder of ad agency Park & Co. and author and entrepreneur, is joined by guest and long time friend Jay Baer to launch the new Business of Story podcast. This inaugural episode helps listeners discover the backstory of why the show was created, why storytelling matters, and how to structure a narrative to “communicate and connect” with your community.

“It’s not what you make, it’s what you make happen.” —@ParkHowell

Park Howell: Innovative Storyteller, Teacher, Creator

The Business of Story is a concept and podcast created and designed by Park Howell. The goal of this program is to help listeners craft and tell compelling stories that sell. Park is an expert on storytelling and sustainability. In addition to his work with Park&Co, he created and teaches the communications curriculum for Arizona State University’s Executive Master’s Program for Sustainability Leadership program.
Park’s agency uses compelling storytelling to create movements that ignite the growth of purpose-driven people, products, companies, and causes. The goal is to use storytelling to help create abundance for all.
And now, with the Business of Story, Park has compiled a series of incredible interviews with some of the best storytellers in writing, marketing, business, and more to help you unlock your storytelling potential. Complete with tools and resources, Park makes it easier than ever to share your story today.
To kick off the podcast, Park has a conversation with Jay Baer, New York Times Best Selling Author, venture capitalist, and one of the creators of Convince & Convert Media. You know him well!

“Content is fire. Social media is gasoline.” —@JayBaer

Why Story?

What is it about story that works? What pulls the listener in? What tugs at the heartstrings?
The basic elements of story seem almost too simple. What are they? Why, the beginning, middle, and end, of course. This three part structure “connects with how the brain is hard-wired to take in story. To pull in events and create meaning.”

Through extensive research and implementing the story cycle into his ad own campaigns, Park discovered that if you are an entrepreneur, a marketer, a brand strategist, a writer, a musician, or a participant in any field, your work will always, without fail, be more successful when the core elements of narrative are applied.

“Reignite your innate storyteller.” —@ParkHowell

Empathy Matters

Two words we hear often in content marketing are empathy and humanity. And the same rings true for storytelling. But you may be wondering why empathy in storytelling is so important.
Recognizing the humanity in a story helps consumers connect and empathize with the content. They become absorbed by your product, design, or message.
The crux of this practice is tension. “When we add a little bit of conflict, where the tension is in the story, then you truly have the brain’s attention.” So often in marketing, we tend to gloss over the difficult stuff, the sloppy, problematic, human aspect of life which is personal conflict.
“Stories help you move your cause, your mission, your product or service further, faster, by helping your customers intertwine their story with your story. That’s what The Business of Story is all about,” explains Park.

Tools & Resources

Each bi-weekly episode will contain interviews with fascinating individuals who have successfully implemented the story cycle into their work.
In addition, each podcast contains actionable resources to help you take your first steps towards implementing the story cycle into your own process.
Park’s tools and tips will allow you to become the best storyteller you can be and will help you connect on a deeper level with your community and collaborators.

Share Your Story

Park makes the point in this first episode that many of us have been trained by a standardized educational system to value story at a lower denominator than is actually necessary.  We need to rewire our brains and train ourselves to develop that sense of rhythm and tension and release that stories offer.
Tune in every other week to absorb these fascinating narratives and to “reignite that innate storyteller” within. And keep your ears peeled for new episodes