Business of Story

Ready to unlock the power of story to drive sales and amplify your marketing impact? The Business of Story podcast is your essential guide. Hosted by Park Howell, 'The World's Most Industrious Storyteller,' this weekly show delivers actionable insights and compelling interviews for ambitious sales leaders, marketers, entrepreneurs, and brand builders. Each episode dives deep into the craft of business storytelling, featuring practical strategies from renowned content creators, advertising experts, authors, screenwriters, and marketing innovators. Learn how to: • Craft narratives that resonate and convert. • Develop compelling brand stories that build loyalty. • Use storytelling techniques in sales pitches, presentations, and content marketing. • Connect with your audience on an emotional level. • Measure the ROI of your storytelling efforts. • Ranked in the top 10% globally and the #1 Business Storytelling Podcast (Feedspot), Business of Story provides the frameworks, inspiration, and real-world examples you need to master the art and science of story. Stop selling, start captivating. #StoryOn!

#577: How Almost Nothing Changes Everything in Your Brand Storytelling, With Ryan Kohn 07/20/2026

#577: How Almost Nothing Changes Everything in Your Brand Storytelling, With Ryan Kohn What makes a brand story powerful enough to move millions of people on the world's most complex issue? Not more data. Not louder messaging. Not a bigger ask. The answer, according to serial entrepreneur Ryan Kohn, is radical simplicity — and a single theme that makes your audience feel the truth of your idea before they ever think about it. Ryan Kohn is the founder of Point One, a global business initiative that asks companies to commit just 0.1% of their revenue to accelerate the clean energy transition. That is one dollar for every thousand in revenue. A rounding error for most businesses. But pooled together, it is enough to fully fund clean energy access for the entire world within 15 years. In this episode of the Business of Story, Park Howell sits down with Ryan to unpack how he turned one of the most fatigued conversations in modern business — climate change — into one of the most compelling brand stories in the world. And what every brand builder can steal from it. WHAT YOU WILL LEARN IN THIS EPISODE How to find the single brand theme that compresses your biggest idea into your most powerful message. Ryan and his team distilled an impossibly complex global challenge into four words — almost nothing changes everything — and built an entire movement around it. Why leading with your cause is killing your message. Ryan explains why Point One never leads with sustainability, climate, or clean energy — and why that counterintuitive decision is the reason the brand resonates where others have failed. How to meet your audience inside the cultural moments they already love. Point One builds brand awareness through sport, music, art, and film rather than issue-led campaigns, reducing friction and expanding reach without alienating anyone. Why simplicity is not a shortcut in brand storytelling — it is the destination. Ryan's rule is simple: if it is not simple, it does not land. This episode shows you exactly how to apply that principle to your own brand story. How a 0.1% corporate commitment could change everything. Park runs Point One through the StoryCycle Genie live on air, surfacing the brand's core positioning statement and unique value proposition — and revealing just how precisely Ryan's team has already nailed their story. ABOUT RYAN KOHN Ryan Kohn is the co-founder of PROPER Snacks, the UK's leading premium snack brand and one of the first B Corps in the sector. From a kitchen-table idea to a global company selling over eight million snacks a month, he scaled PROPER into a household name and led its 85-person team before exiting to private equity in 2021. Alongside building PROPER, Ryan launched ventures spanning carbon-neutral property development and the UK's largest student events business, earning recognition as EY Entrepreneur of the Year. Beyond business, Ryan has long championed impact initiatives — from co-founding campaigns alongside Riz Ahmed and HRH Prince William to serving as a board member of environmental charity Hubbub. He has co-authored a B Corp guide to achieving net zero, and has mentored the next generation of entrepreneurs through programmes including Virgin Start-Up and Tesco Back It. Most recently Ryan founded Point One, a global initiative making it radically easy for businesses to support the clean energy transition. Point One asks companies to contribute just 0.1% of their revenue into a shared fund that helps unlock and accelerate clean energy projects, particularly in developing markets. By pooling these small fractions across everyday economic activity, Point One aims to create a new funding engine for global cooling and help fully fund the clean energy transition within 15 years. WHY THIS EPISODE MATTERS FOR BRAND BUILDERS This is not an episode about climate change. It is an episode about what happens when a brand story is so clear, so simple, and so true that it makes even the hardest yes feel like the easiest decision your audience has ever made. Ryan Kohn just happens to prove that principle in the most difficult storytelling arena in modern business. If you have ever struggled to simplify a complex message, lost an audience to jargon, or wondered why your brand is not moving people the way you know it should — this conversation is for you. CONNECT WITH RYAN KOHN AND POINT ONE Website: pointone.world ABOUT THE BUSINESS OF STORY The Business of Story is the top-ranked podcast for brand storytelling strategy, hosted by Park Howell — founder of the Story Cycle System and one of the world's leading brand narrative strategists. Each week Park interviews the world's brightest brand builders, marketers, and communicators to reveal how purposeful storytelling drives growth, loyalty, and lasting impact. Subscribe, leave a review, and visit BusinessOfStory.com to access tools, training, and resources that will make you a more powerful brand storyteller. /episode/index/show/businessofstory/id/42152590

#576: The Power of Pull: Find Customers Who Are Already Sold, With Rob Snyder 07/13/2026

#575: Elliott Rayner on Why 81% of Your Team Can't Tell Your Story 07/06/2026

#574: Jason Swenk: Own Your Business Before It Owns You! 06/29/2026

#573: A Tech Titan's Warning: Better AI Won't Save Us. Better Humans Will, With Brett Hurt. 06/22/2026

#572: How to Simplify Complex Ideas to Get Your People to Act, With Rob D. Willis 06/15/2026

#572: How to Simplify Complex Ideas to Get Your People to Act, With Rob D. Willis What if your deepest expertise is the very thing making you harder to understand? British music producer turned strategic story producer Rob D. Willis joins Park Howell on the Business of Story to explain why complexity kills communication — and how story structure gives your audience exactly the right combination of connections to get you, what you're about, and what you're asking them to do. Rob has spent years helping tech founders, corporate leaders, and change-makers in Berlin and beyond simplify their most complex ideas into stories that move people to act. In this episode, he brings the frameworks, the neuroscience, and the real-world case studies to prove it. What you'll discover: Why the curse of expertise turns your knowledge into noise — and how story is the antidote The four audience types (friendly, adversarial, apathetic, uneducated) that should reshape every high-stakes conversation How the Downing Street communication grid turns your story into a replicable action plan The three types of complexity — intrinsic, extraneous, and germane — and which one you actually control Why your brain runs on narrative, not logic (and what dopamine, cortisol, and oxytocin have to do with it) How a bank board member's "sand vs. stones" story changed the way Rob thinks about strategic communication About Rob D. Willis: Rob D. Willis is a British music producer turned strategic story producer based in Berlin. He helps leaders and organizations cut through complexity by applying the structure of story to high-stakes communication. Find him on Instagram and LinkedIn at @robdwillis. Resources mentioned in this episode: Connor Neal's four audience types framework The Downing Street communication grid (Alastair Campbell / Tony Blair) Paul Zak's research on narrative neuroscience StoryCycle Genie® at businessofstory.com Want to master the story of your business? Discover the Business of Story tools, courses, and the StoryCycle Genie® at businessofstory.com. Subscribe to the Business of Story wherever you get your podcasts — and leave a review if this episode helped you turn your expertise into clarity. /episode/index/show/businessofstory/id/41654300

#571: AI Doesn't Replace Your Story. It Helps You Tell It Better, with James Taylor 06/08/2026

#571: AI Doesn't Replace Your Story. It Helps You Tell It Better, with James Taylor What if the secret to staying irreplaceable in the age of AI isn't working harder — it's getting more creative? That's the central argument of SuperCreativity: Augmenting Human Creativity in the Age of Artificial Intelligence, the new book by global keynote speaker James Taylor. In this episode of the Business of Story, Park Howell sits down with James to explore how the world's top communicators are using AI not to replace their stories — but to tell them with far greater precision, resonance, and impact. From managing Rolling Stones members at the Royal Albert Hall to speaking for Apple, Cisco, L'Oreal, and PwC across 25+ countries, James brings a rare combination of creative instinct and strategic intelligence to the AI conversation. In this episode you'll discover: • Why AI is fueling a New Roaring Twenties — and what that means for entrepreneurs and business leaders • How James uses psychometric AI analysis to profile audiences before he ever steps on a call or stage • The 250-story story bank system that powers his hyper-personalized keynotes • Why your emotional promise matters even to the most analytical, data-driven audiences • What a live StoryCycle Genie® brand analysis revealed about James's Visionary Magician archetype and emotional promise of "possibility" • The standing ovation story from a billionaires' bank in the UAE that proves emotional storytelling transcends every culture and industry • How to build a speaker brand with the same discipline James learned managing rock stars About James Taylor James Taylor M.B.A., F.R.S.A. is an internationally recognized keynote speaker on creativity, innovation, and AI. He has spoken for Fortune Global 500 companies including Apple, Cisco, Deloitte, Accenture, L'Oreal, EY, Visa, and Dell, and was recently the subject of a 30-minute BBC documentary. He has personally interviewed over 750 of the world's leading creative minds and reached hundreds of thousands of people in 120+ countries. He is a Fellow of the Royal Society of Arts — alongside Benjamin Franklin, Bob Dylan, and Nelson Mandela. His new book is SuperCreativity: Augmenting Human Creativity in the Age of Artificial Intelligence. Connect with James Taylor: 🌐 JamesTaylor.me 💼 James Taylor on LinkedIn 📸 James on Instagram 🎙️ SuperCreativity Podcast Get your copy of SuperCreativity: 📚 Available in hardcover, paperback, and audiobook on Amazon, Spotify, and Apple Books Learn more about the Business of Story and the StoryCycle Genie®: 🌐 BusinessOfStory.com /episode/index/show/businessofstory/id/41573290

#570: How to Command the Room, Connect the Dots, and Close the Deal, With Dr. Laura Sicola 06/01/2026

#570: How to Command the Room, Connect the Dots, and Close the Deal, With Dr. Laura Sicola Dr. Laura Sicola reveals why expertise alone won't get you heard — and the 3 Cs that turn knowledge into leadership influence. You've mastered your subject. You know your material cold. So why does the room glaze over when the stakes are highest? Cognitive linguist, executive coach, and author Dr. Laura Sicola says the gap isn't your expertise — it's the three inches between your brain and your mouth. In this episode of the Business of Story, she shares the framework that's helped Fortune 500 executives at Amazon and Kaiser Permanente stop sounding like spreadsheets and start commanding every room they walk into. Her TEDx Talk, "Want to Sound Like a Leader? Start by Saying Your Name Right," has nearly 7 million views — because the problem is universal and the fix is counterintuitive. WHAT YOU'LL DISCOVER IN THIS EPISODE The 3 Cs of Executive Presence: Command the Room, Connect with Your Audience, and Close the Deal — and why each requires a completely different skill Why the movie playing in your head is never the movie your audience is watching — and how to close that gap before it costs you the deal The neuroscience of humor: why a well-placed laugh creates dopamine, builds trust, and makes you more persuasive without sacrificing credibility How to use Chris Voss's "labeling" technique to stay curious when conversations get triggered and defensive The one counterintuitive move that makes you sound smarter, more likable, and more relatable — all at the same time ABOUT DR. LAURA SICOLA Dr. Laura Sicola is a cognitive linguist, former professor, and executive coach who helps leaders bridge the gap between their expertise and their influence. She is the author of Speaking to Influence: Mastering Your Leadership Voice and the founder of Vocal Impact Productions. Website: laurasicola.com LinkedIn: linkedin.com/in/laurasicola Book: Speaking to Influence — available on Amazon in paperback ($12.95), Kindle ($9.95), and Audible (narrated by the author) FREE GIFT FROM DR. LAURA SICOLA Download two free chapters of Speaking to Influence here: [INSERT FREEBIE LINK] ABOUT THE BUSINESS OF STORY The Business of Story is the top-ranked podcast for leaders who use storytelling to grow their influence, their teams, and their organizations. Host Park Howell — known as the World's Most Industrious Storyteller — brings you the strategies, frameworks, and real-world lessons that turn communicators into leaders. Want to build a brand story that actually lands? Visit StoryCycleGenie.com to discover how the StoryCycle Genie® uses your brand's unique story to create marketing that moves people. SUBSCRIBE & LEAVE A REVIEW If this episode gave you one idea you can use today, please subscribe and leave a review on Apple Podcasts, Spotify, or wherever you listen. It takes 60 seconds and helps other leaders find the show. /episode/index/show/businessofstory/id/41459295

#569: From Hubspot to Harvard: What Mark Roberge Learned About Scaling That Business School Don’t Teach (Until Now) 05/25/2026

#573: How to Find Your Million Dollar Story, With Elizabeth Brett 05/18/2026

#567: The TRUTH Brand Storytelling Framework for Hiring, With Bryan Adams 05/11/2026

#566: How to Access Your Genius Creativity on Demand, With Sara Connell 05/04/2026

#565: How to Make Your Ad Agency Indespensible, With Marcus Sheridan 04/27/2026

#564: From Compliance to Culture: How AI and Story Are Rewriting the Sustainability Playbook, With Bruno Sarda 04/20/2026

#563: The Mistakes and Miracles of the Lovesac Brand Story, with Shawn Nelson 04/13/2026

#563: The Mistakes and Miracles of the Lovesac Brand Story, with Shawn Nelson Why the Last Couch You'll Ever Buy Is the Most Radical Business Idea in America, with Shawn David Nelson What does it take to build a brand designed to last forever — in an industry built on replacement cycles? Shawn David Nelson started Lovesac at 18 with a hand-sewn bean bag made from his parents' chopped-up camping mattresses. He paid $25 to register the company. Today, Lovesac (NASDAQ: LOVE) operates 300+ showrooms, employs 2,000 people, and is one of the fastest-growing furniture brands in America — anchored by a product philosophy so counterintuitive it sounds almost reckless. They want you to buy their couch once. And keep it for the rest of your life. In this episode, Shawn shares the full arc: winning $1 million on Richard Branson's Fox reality show The Rebel Billionaire in 2004, surviving Chapter 11 bankruptcy two years later, and 10x-ing the company by purging 90% of their SKUs to focus on one brilliant product — the Sactionals modular sectional sofa system. He unpacks the demonstration marketing strategy that turned a showroom into a live brand story experience, the forever philosophy that redefines what sustainability really means, and the Shawnisms from his new book Let Me Save You 25 Years that distill 25 years of hard-won entrepreneurial wisdom. Park also runs Lovesac through the StoryCycle Genie brand analysis — and the results land remarkably close to Lovesac's own mission carved on the wall at headquarters: "We will inspire humankind to buy better stuff." What You'll Discover: • Why demonstration marketing drives 90% of Lovesac's business — and how it converts a showroom into a live brand story • How the forever philosophy turns sustainability from a marketing claim into an engineering commitment • The Shawnism that saved Lovesac from bankruptcy: "You can quit or you can keep going" • Why Lovesac is onshoring manufacturing to the U.S. — and why robots in America will be cheaper than Vietnam • How brand storytelling is 50% of building a remarkable product company — and why Shawn admits it's actually closer to 90% Find Shawn at Lovesac.com and on all social platforms @ShawnOfLovesac. His book and podcast Let Me Save You 25 Years are available wherever you get your books and podcasts. Subscribe to the Business of Story wherever you get your podcasts. /episode/index/show/businessofstory/id/40818310

#562. How to Understand the Narrative Behind Your Numbers for Growth, With Nick Jain 04/06/2026

#561: Why Storytelling Is the One Skill AI Can Never Replace, with Joe Lazer 03/30/2026

#560: The Story You're Afraid to Tell is the One That Changes Everything, with Rachel McCord 03/23/2026

#560: The Story You're Afraid to Tell is the One That Changes Everything, with Rachel McCord Don't Ever Waste a Heartbeat: How Open Heart Surgery Unlocked Rachel McCord's True Purpose What happens when the woman producing 19 shows, running a Hollywood media network, and appearing on national television is quietly fighting to stay alive? That's the story Rachel McCord tells in this raw, remarkable episode of the Business of Story. Meet Rachel McCord Rachel McCord is the founder of The McCord List, a Hollywood media network that produces McCordless Today — a daily talk show airing on network television and streaming on Roku, Apple TV, Samsung, and Amazon. She's the author of You Can't Heal Your Life, But I Know a Guy, and the co-founder of Viral Brand, a creator marketing company that has launched campaigns for some of the biggest films and TV shows in the world. But before any of that, Rachel was a girl who moved 33 times before she was 16, grew up in multiple trailer parks in Georgia, and began working 13-hour days at a pizzeria at age 13 — not because she had to, but because she was battling depression and didn't want to go home. What You'll Discover in This Episode The hidden cost of success nobody talks about. Rachel was running the education for the world's largest fashion trade show, building a seven-figure media network, and appearing on national television — while simultaneously fighting PTSD, suppressed childhood memories, suicidal depression, and a heart condition that was quietly marching her toward heart failure. How EMDR therapy unlocked a missing chapter of her life. A chance encounter with a therapist led Rachel to a session that recovered years of suppressed childhood memories in a single afternoon — memories she had blocked as a protective response to severe early trauma. The Jerusalem moment that changed everything. Two months before her EMDR breakthrough, Rachel stood in the Church of the Holy Sepulchre and begged God to heal her broken heart — not knowing how much healing was still ahead. Open heart surgery at 32 — and the peace that surprised everyone. When Rachel was diagnosed with severe mitral valve prolapse and told she needed open heart surgery (a procedure one in five patients don't survive), she discovered something unexpected: she was ready. The two weeks before surgery became the catalyst for her book. The three-part framework from her book. Get real and honest about your life. Starve fear, feed faith. Do what you're here for. Rachel breaks down each principle and why self-help alone — no matter how many books you read — can't do what faith can. The StoryCycle Genie brand assessment. Park ran Rachel's brand through the StoryCycle Genie before the episode. Rachel shares what it validated, what gaps it revealed, and why she immediately started planning how to use it for her own show hosts. Resources Mentioned Rachel McCord: themccordlist.com Viral Brand social media analysis (free for listeners): themccordlist.com You Can't Heal Your Life, But I Know a Guy by Rachel McCord Free StoryCycle Genie brand assessment: storycyclegenie.ai EMDR therapy information: emdria.org Subscribe to the Business of Story Available on Apple Podcasts, Spotify, Amazon Music, and all major platforms. Join 5,000+ subscribers at businessofstory.com/newsletter. /episode/index/show/businessofstory/id/40568230

#559: Why Tone is the Missing Link in Brand Storytelling Success, with Charly Tate 03/16/2026

#558: Unlocking Message Market Match: The Secret to Predictable Profits, With Charles Gaudet 03/09/2026

#557: How to Be Heard: Turning Audience Pain into Business Impact, with Dan Manning 03/02/2026

#556: From Clicks to Conversions: Fixing Your Post-Click Story, with Shamir Duverseau 02/23/2026

#555: Which Story Should You Tell and to Whom, With Lee Schneider 02/16/2026

#554: How Great Brand Storytelling Helps You Recruit Rockstars, With Jeff Hyman 02/09/2026

#553: How to Turn AI Into Artful Intelligence That Inspires Your Brand Storytelling, With Jen Perry 02/02/2026

#552: How Stories Are Alive And Energize Your Brand, With Christopher Vogler 01/26/2026

#551: Why Building Your Audience Now is the Only Moat Against AI, With Joe Pulizzi 01/19/2026

#551: Why Building Your Audience Now is the Only Moat Against AI, With Joe Pulizzi The content marketing pioneer who coined the term in 2001 reveals the urgent reality: creators have 12-24 months to build discoverable human audiences before AI-generated synthetic content makes it nearly impossible. The 99% Problem and the Vinyl Solution Joe Pulizzi drops a startling statistic: 99% of content being created today is heavily influenced by AI. Instagram recently admitted they can't keep up with the flood of AI content and won't even try to block it. But Joe isn't running from AI—he's running WITH it while building something AI can't replicate: authentic human relationships with loyal audiences. His "vinyl strategy": While 99% of content becomes synthetic commodity, human creators can become the premium 1% that builds small audiences who know, like, and trust them. What You'll Learn In this episode, discover: • Why being KNOWN (not famous) is your only competitive moat in the AI age • The urgent 12-24 month window to build your audience before discoverability becomes impossible • Joe's 30-minute daily AI practice using ChatGPT as co-CEO, health coach, and financial advisor • How to find your "tilt"—that one thing you're exceptionally good at for a specific audience • Why email and owned audiences matter more than algorithm-dependent platforms • Why Joe stopped his 527-episode podcast to focus on ONE thing: his newsletter The Tilt • The generational advantage Baby Boomers and Gen Xers have (and how to leverage it) • How to use AI as collaborator while maintaining your authentic voice About Joe Pulizzi Joe Pulizzi is founder of Content Marketing Institute and The Tilt, bestselling author of seven books including Epic Content Marketing (named a Must-Read Business Book by Fortune Magazine) and Burn the Playbook. He coined the term "content marketing" in 2001 and received the Content Council's Lifetime Achievement Award in 2014. He successfully exited CMI in 2016. His two weekly podcasts include the award-winning This Old Marketing with Robert Rose (the longest-running marketing news podcast) and Content Inc. (recently concluded after 527 episodes). His foundation, The Orange Effect, delivers speech therapy and technology services to over 450 children in 40+ states. Key Takeaways Curiosity is one of the most human traits—point it in the right direction and opportunities emerge. Block 30 minutes daily for AI experimentation. Write down the 10 things that make you uniquely you. Then start building your audience on ONE platform where you own the relationship. The future belongs to the curious and the known. Episode: 551 Guest: Joe Pulizzi Host: Park Howell Show: Business of Story Topics: AI, Content Marketing, Creator Economy, Audience Building, Synthetic Content, Personal Branding, Newsletter Strategy, Career Development, Retirement Planning /episode/index/show/businessofstory/id/39768765

#550: How to Use The Hero's Journey in Business and in Life, With John Bucher 01/12/2026

#550: How to Use The Hero's Journey in Business and in Life, With John Bucher Why This Episode Matters This milestone 550th episode brings the Business of Story full circle to its foundational inspiration: Joseph Campbell and the Hero's Journey. Host Park Howell interviews John Bucher, PhD, Executive Director of the Joseph Campbell Foundation, revealing why the Hero's Journey is more than a story framework - it's a neurological blueprint for business success. What You'll Discover The Neuroscience of Storytelling Modern research shows the Hero's Journey mirrors the exact neurological patterns your brain uses to solve problems. When you structure business communications around this framework, you're speaking the native language of human decision-making. How Customers Really Make Decisions John Bucher reveals the truth most businesses miss: Customers make emotional decisions first, gather evidence to support those feelings second, then justify logically third. As Robert McKee said, "The conscious mind is simply the PR department that justifies all the decisions the emotional subconscious mind makes." This is why stories (which communicate feelings) are more powerful than data alone. The Two Paths to Business Transformation Discover how the "Call to Adventure" manifests differently for entrepreneurs versus managers: • Entrepreneur's Journey: Driven by dissatisfaction, voluntarily leaves comfort zone, proactively pursues opportunity • Manager's Journey: Forced by circumstances, faces organizational changes, adapts to involuntary transitions Understanding both paths helps you connect with any audience. Your Customer Is the Hero (Not Your Brand) The positioning shift that transforms marketing from pushy to magnetic: Your brand is Yoda, not Luke Skywalker. You're the mentor providing guidance, not the hero seeking glory. John explains: "We all trust ourselves more than we trust anyone else. When we create the framework for listeners to tell themselves the story, it's so much more powerful." What You're Really Selling "Chevrolet doesn't sell automobiles, they sell freedom." Customers don't buy based on specifications - they buy emotional stories about what products enable in their lives. You're selling transformation, not products. From Intuitive to Intentional Storytelling We're all natural storytellers, but there's a difference between intuitive and intentional storytelling. Learn how to replicate storytelling success consistently without becoming a story theorist. The Hero's Journey as Life Instruction Manual Christopher Vogler calls the Hero's Journey "an instruction manual for life." John Bucher agrees: "No matter how good things are going, bad times always come. That road of trials is something we all keep returning to." The framework helps you recognize patterns, identify mentors, and embrace transformation as natural. Guest Expert John Bucher, PhD, is a renowned mythologist and story expert who has been featured on the BBC, the History Channel, the LA Times, The Hollywood Reporter, and numerous other international outlets. He serves as Executive Director for the Joseph Campbell Foundation and is a writer, storyteller, and speaker. John has consulted and worked with government and cultural leaders around the world, as well as organizations such as HBO, DC Comics, Paramount Pictures, Nickelodeon, A24 Films, Atlas Obscura, and The John Maxwell Leadership Foundation. He is the author of six influential books on storytelling and has worked with New York Times best-selling authors, YouTube influencers, Eisner winners, Emmy winners, Academy Award nominees, magicians, and cast members from Saturday Night Live. Holding a PhD in Mythology & Depth Psychology, he integrates scholarly insights with practical insights, exploring the profound connections between myth, culture, and personal identity. His expertise has helped shape compelling narratives across various platforms, enriching the way stories are understood, told, and experienced globally. Website: tellingabetterstory.com Episode Highlights • The Deathbringer and Lifebringer Native American story that illustrates what you're really selling in business • Why Joseph Campbell opposed dogmatic application of the Hero's Journey (and championed diverse adaptations) • Park Howell's synchronicity experience: Lights flickering when mentioning Campbell's death anniversary • How Park's career demonstrates multiple hero's journeys (agency founder at 35, story consultant at 55) • The Refusal of the Call in sales: Why customer resistance is a natural stage, not permanent barrier • John Bucher's accidental hero's journey (enrolled in music program, ended up in film/TV by mistake) • The Fundamental Attribution Error and how it affects business communication • Why the Hero's Journey is a form (not formula) - the tango dancing metaphor • How to use storytelling language to create deeper listening and engagement Resources Mentioned Quick Introduction (3 minutes): "What It Takes to Be a Hero" by Matthew Winkler (TED-Ed video) - Created by a teacher to help struggling teens understand they're not alone Accessible Learning: • "The Writer's Journey" by Christopher Vogler (5th edition) • "The Power of Myth" book and PBS series with Bill Moyers (6 one-hour episodes) • "Finding Joe" documentary Deep Study: • "The Hero with a Thousand Faces" by Joseph Campbell (1949 - warning: very arcane) New Release: • "Joseph Campbell on the Hero's Journey" - Joseph Campbell Essentials series pocket gift book (available on Amazon) Business Application: • Story Cycle System by Park Howell • Venables Bell & Partners Audi campaigns (perfect 30-second Hero's Journey examples) Key Quotes John Bucher on Decision-Making: "When we understand story, we start to get shortcuts into the thinking of people behind how they make decisions." On Campbell's Philosophy: "Joseph Campbell was not a fan of dogma. He was interested in putting things out on the table for thoughtful engagement and good conversation." On Story Power: "Stories bypass the head and go straight to the heart. We've heard it all before in business - we're looking for different ways to bring information that hold just a bit of surprise." Park Howell on Intentional Storytelling: "We are all by nature intuitive storytellers. But you can become an intentional storyteller simply by understanding these frameworks." On Story as Operating System: "Storytelling is the software that drives the hardware of the operating system - our meaning-making machine in our limbic system, hippocampus, and amygdala." Connect John Bucher: tellingabetterstory.com Joseph Campbell Foundation: jcf.org (weekly newsletter available) Park Howell: businessofstory.com Story Cycle System: businessofstory.com/story-cycle-genie Related Episodes • • • About Business of Story The Business of Story podcast helps business professionals, marketers, and entrepreneurs master the power of strategic storytelling. Host Park Howell, creator of the Story Cycle System, interviews world-class experts on applying narrative frameworks to business growth, customer engagement, and brand development. Subscribe: businessofstory.com/podcast /episode/index/show/businessofstory/id/39648605

549: Don't Market More, Matter More: Why Resonance Beats Reach, With Jay Acunzo 01/05/2026

549: Don't Market More, Matter More: Why Resonance Beats Reach, With Jay Acunzo What good is reach if you don't have resonance? In this transformative episode of Business of Story, host Park Howell sits down with Jay Acunzo to explore why clarity isn't enough for brand stories and how to transform expertise into influential public voice through premise development. --- ABOUT JAY ACUNZO --- Jay Acunzo is an author, speaker, and public speaking coach who helps experts become stronger public voices. He's written books about creativity and storytelling, and he's traveled the world giving keynotes to marketers and managers, dentists and designers, leaders and landscapers. His clients include bestselling authors, mainstage TED speakers, startup founders, and seven-figure coaches and consultants. Brands like Salesforce, GoDaddy, Zillow, and Mailchimp have trusted Jay to support some of their most visible projects. He began his career in sales and marketing at Google and HubSpot, and his own journey as a speaker has been featured in 3 different books. Jay's philosophy challenges conventional marketing wisdom: don't market more, matter more. Think resonance over reach. Don't be the best, be their favorite. --- WHAT YOU'LL DISCOVER --- ✓ What a premise really is (and why it's different from a tagline, mission, or niche) ✓ The resonance over reach philosophy and why it creates more business impact ✓ How resonance works (using physics to understand the urge to act) ✓ The narrative argument framework: six beats that move audiences from skepticism to action ✓ Laddered messaging structure: We Want → We Need → We Hope ✓ Story 2.0: Why process alone isn't enough (you need practice and posture too) ✓ The critical difference between clarity and strength in brand storytelling ✓ How to develop your premise through iteration (not instant perfection) ✓ Why focus is something you pick, but clarity is something you build ✓ Real examples: How Jay helped Anne Handley refine her premise for ASAP: As Slow As Possible ✓ Premise examples from James Clear, Simon Sinek, Michelle Warner, and more ✓ How to apply premise thinking to products and services (StoryCycle Genie case study) --- KEY FRAMEWORKS REVEALED --- NARRATIVE ARGUMENT (6 Beats): What are their goals? What's their current approach? What are the problems with that approach? What root cause do you see? What change do they need? How do they implement it? LADDERED MESSAGING (3 Phrases): • We Want: Meet people where they're at • We Need: Your premise/philosophical change • We Hope: The grand transformation STORY 2.0 (3 P's): • Process: Story structure and frameworks • Practice: Regular creation and refinement • Posture: Seeing yourself as a storyteller --- MEMORABLE QUOTES --- The goal is not to market more, it's to matter more. What good is awareness if you don't have affinity? What good is reach if you don't have resonance? Don't be the best, be their favorite. Clarity doesn't mean strength. Clarity doesn't mean efficacy. Focus is something you pick. Clarity is something you build. --- ABOUT BUSINESS OF STORY --- The Business of Story podcast helps business owners and marketers master the art of storytelling to grow their brands and create meaningful impact. Hosted by Park Howell, creator of the StoryCycle System and ABT Framework, each episode features expert guests sharing proven strategies for business growth through authentic narrative. Whether you're building a brand, leading a team, or developing your public voice, Business of Story delivers the frameworks and insights you need to make your message matter. Topics: premise development | resonance over reach | brand storytelling | thought leadership | narrative argument | public speaking | IP development | expert positioning | influential voice | business communication | content strategy | keynote speaking | Story 2.0 | clarity vs strength | laddered messaging /episode/index/show/businessofstory/id/39599315

#548: Bringing Stories of Wisdom Back From Beyond the Grave, With Miles Spencer 12/29/2025

#548: Bringing Stories of Wisdom Back From Beyond the Grave, With Miles Spencer Miles Spencer's SoulTech platform brings loved ones' voices back from just 10 seconds of audio, transforming grief into connection through interactive AI conversations. Discover how Reflekta created the Soul Technology category, why spontaneous conversations beat static videos 10x, and what happened when Miles heard "Tiger" eight years after his father passed. Show Notes: You know those moments when you desperately wish you could ask your mom or dad for advice one more time? When you're facing something only they would understand? This episode is both curious and a little creepy—curious because it's amazing what AI has brought to personal storytelling, and creepy because it literally brings back your long-lost loved ones to have conversations today. Miles Spencer, co-founder of Reflekta, reveals how SoulTech (Soul Technology) is transforming family storytelling and digital legacy preservation from frozen memories into living conversations. What You'll Discover: • Voice recreation from minimal audio - How Reflekta recreates authentic voices from just 10-20 seconds of audio (Miles brought his father Arthur back from a gibberish voicemail) • 10x impact over static media - Why spontaneous and dynamic conversations in your loved one's voice deliver exponentially more value than videos or photo albums • Category creation insights - The positioning evolution that transformed Reflekta from grief-focused to connection-centered, and what that teaches entrepreneurs building new categories • The Tiger/Chief moment - What happened when Miles heard "No problem, Tiger. I love you" eight years after his father passed • Simple three-file system - How life story, photo, and voice sample turn one-way memories into interactive AI conversations that learn and grow • Living Legacy innovation - Why creating Elders for people still alive is changing how families preserve generational wisdom • Privacy and security - The fortress approach: default private, family-to-family with GDPR and DOD-level cybersecurity • Earth's story repository - Reflekta's audacious mission to record the legacies of planet Earth told by the people who lived them Key Timestamps: [00:03] The curious and creepy introduction to SoulTech [02:26] "This body is temporal, but spirit and soul are eternal" [06:24] How Reflekta works: The three-file system [09:15] Can you ask modern advice from someone who passed? [13:00] The Spencer family legacy: 24 kids, coal mine, WWI sniper [18:44] Tiger/Chief moment: Hearing his father's voice again [21:27] How did Miles get into this? The universe's plan [25:00] Privacy and security: "How can you hack what you can't see?" [27:00] Growth metrics: 1,000 Elders in 6 weeks [30:00] The ultimate vision: Recording Earth's stories [31:04] What users are experiencing with their Elders [39:00] Running the brand through StoryCycle Genie™ [42:00] From grief to connection: The positioning evolution [46:00] Brand purpose validated: "Nailed it" [48:00] Where to learn more about Reflekta About Miles Spencer: Miles Spencer is a curious guy from Pittsburgh who's mentored tech founders for 30+ years and been a dad for 14—two jobs that, as he says, share remarkable similarities. He's created over 1,100 jobs, founded and exited three digital media companies, served as Venture Principal at Capital Express (the team behind register.com), and hosted MoneyHunt on PBS long before Shark Tank existed. As an adventurer, he's led 1,500 people across 14 miles of open sea by kayak and trekked 1,100 miles through the deserts of Saudi Arabia, Jordan, and Syria—journeys that inspired his Amazon bestsellers A Line in the Sand and Havana Famiglia. After a pandemic reset, Miles co-founded Reflekta with Adam Drake—transforming their shared quiet wish for one more conversation with someone they loved into the SoulTech platform that enables everyone on the planet to reconnect with loved ones when they're ready. When he's not building companies, you'll find him painting watercolors with his daughter, playing rugby with his son, or occasionally needing a translator for his unique brand of English. Key Quotes: "This body is temporal. But if you can connect with my spirit and soul, they are eternal." - Arthur Spencer's final words to Miles "We're recording the legacies and stories of planet Earth told by the people who lived here, not by media outlets." "My dad has a perfect memory now. He remembers things I've forgotten and he would have forgotten." "Spontaneous and dynamic conversations—10x the impact of a video or a book." "We're talking about eternity here, so monthly was too short term." "How can you hack what you can't see?" - On Reflekta's privacy-first approach Links: • Reflekta.ai - Create your Elder or talk to Arthur/Virginia • Miles Spencer on LinkedIn • A Line in the Sand on Amazon • Havana Famiglia on Amazon • SoulTech White Paper at Reflekta.ai • Business of Story website: • StoryCycle Genie™: CTA: Subscribe to Business of Story on Apple Podcasts, Spotify, or wherever you listen to podcasts. Leave a review to help other entrepreneurs and storytellers discover the show. Visit Reflekta.ai and talk to Arthur or Virginia to experience SoulTech for yourself. Want to experience it yourself? Visit Reflekta.ai and talk to Arthur or Virginia—the only two public Elders. You don't know their stories, but you'll immediately understand what it would mean to have this with someone you loved. As Miles reminds us: No story truly ends if it's remembered well. And now, those stories can answer back. Craft your brilliant brand story strategy in minutes, not months, and instantly create compelling content that converts customers with the StoryCycle Genie™ #StoryOn! ≈Park /episode/index/show/businessofstory/id/39542525

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