Oct 30, 2017
What's your story? We all have one. Nothing is more powerful than a story to connect with people and help move together towards a common goal. This week on LHH, I had the great pleasure of talking with Park Howell. Park is an world renown expert in advertising/marketing and also in how to get your story on point with what you're trying to get done. He knows his stuff and you'll not want to miss one minute of this interview on how to align your story with your brand, how to address the "anti-story" of the audience, and what three questions you need to address when crafting your story. Check it out!
More on Park (in his own words)...
My heart has always been in helping purpose-driven organizations clarify their story to grow revenue and amplify their impact. For instance, our Story Cycle system helped the 30-year-old community health center, Clinica Adelante, create a new brand story of Adelante Sustainable Healthcare. They’ve grown by 300 percent in the past five years.
Goodwill of Central Arizona used our story guidance to grow by more than 400 percent. They now help record numbers of Arizonans find jobs through their workforce development programs.
We launched Water — Use It Wisely, North America’s largest water conservation outreach program placing residents at the center of the story. Our call to action: “There are a number of ways to save water, and they all start with you.”
Coca-Cola started an Ecodriving program with their more than 60,000 fleet drivers and staff telling the story from their point-of-view. They doubled projected fuel savings in the first three months of the program.
We’ve had so much success helping purpose-driven brands grow that Arizona State University asked me to create and teach a communications curriculum in its Executive Masters of Sustainability Leadership program. I now train international executives how to use sustainable storytelling to advance their social initiatives further, faster.
I love the challenge, because purpose-driven companies are different. You’re creating a thriving business and changing the world, as if one wasn’t hard enough.
But your stories aren’t being told well – in marketing that converts into more sales, in aligning your teams and partners and making a greater impact.
Believe me, I know how exhausting the struggle is.
That’s why I left the ad business to go to the CEO side of the table. Now I consult, teach, coach and speak on story marketing. I have a proven 10-step process called the Story Cycle, that is based on the universal model of telling stories that works every single time.
I am a proud graduate of Washington State University. I combine my degrees in communications and music composition and theory – with my endless curiosity about the fundamental mechanics of story – to help business leaders and communicators achieve epic growth.
Contact (AND GET MORE INFO ON) Park on his website: https://businessofstory.com/