How CEOs can use the art of storytelling in business to drive growth
- E336
- 49:47
- March 11th 2023
When Park Howell, a veteran marketer, noticed traditional advertising was no longer effective, he embarked on a journey to unpack Hollywood movies to uncover the power of storytelling and create an algorithm for brands to hack through the noise and connect with their audiences. This endeavor leads to a significant paradigm shift.
"Our jobs as sales, marketing, B2B executives, whatever, is to make that fiction become a reality. Show them what a brighter tomorrow is going to look like. And then when they buy into it, then you deliver on that, effectively making your customer, the audience, part of your story." - Park Howell.
Park Howell is an internationally renowned speaker, consultant, coach, and author known as the world's most industrious storyteller.
With 35+ years of brand creation experience, Park has grown purpose-driven brands by as much as 600% and is the founder of Business, The Business of Story, a proven platform based on his 10-step story cycle system.
Park Howell was frustrated with the digital world and sought an answer to how to compete in the noisy digital age.
He found his answer in the art of storytelling and developed a ten-step story cycle system to help business leaders hack through the noise and engage their audiences. His work has enabled brands to grow by dialing in their brand story, proving that storytelling is an effective way to drive growth in business.
In this episode, you will learn the following:
- The power and importance of storytelling in today's world
- The two story truths
- Narrative intuition - what is it, and how do we develop it
- Explore the intersection of culture, storytelling, and scaling a business
- The need for businesses to shift their narrative focus away from themselves and toward their customers
- Using the ABT (Agreement, But, Therefore) narrative framework to create compelling stories.
- ROI of storytelling using the ABT framework
- And much, much more ...
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