How to Tell Stories on Purpose to Grow Revenue and Amplify Your Impact

Park Howell
Aug 9, 2017 · 6 min read

I was struck by one theme that kept appearing in the past 100 Business of Story episodes — How stories transport us. A true story well told connects emotionally and inspires. It moves people. Aligns teams. Connects with customers. Grows revenue. And will amplify your impact.

Image from a favorite Photoshop artists, James Popsys, who explored visual storytelling on the Business of Story podcast.

Thank you for listening to the Business of Story. I’ve enjoyed all of your wonderful notes about the impact the show and our guests have had on you. And how you have grown as storytellers to literally nudge the world in any direction you choose.

You rock!

Now, I want to up the ante, to go all in by refining, clarifying and focusing my own Business of Story story. To help you do the same in your business. From episodes 102 and beyond, nothing in the Business of Story will make sense except in the light of connection: helping purpose-driven leaders like you clarify your story to grow revenue and amplify your impact in the world by connecting you with your audiences, and moving them to action, through the power of true business stories well told.

This is my singular focus for the Business of Story, and it has taken me 100 episodes to finally arrive at this focus. Plus, a great deal of help from my good friend, Greg Head. More on that, and him, in a bit.

What you’ll get out of this show is:

  • How to find and articulate the unique purpose that drives you and your organization.
  • How to clarify that story with lots of examples and resources for you.
  • How to use the impact you’ll make as the launching point for the epic growth of your organization.

You see, after 100 amazing guests — story artists from around the world who have been on our show helping you craft and tell compelling stories that sell — this theme of igniting the growth of purpose-driven leaders through the power of story has expressed itself.

I realized that some of my favorite episodes were with people whose personal stories were much larger than their brand story, and in fact, influenced the direction of their organizations.

Like Vincent Stanley, for instance. He’s the Director of Philosophy for the outdoor retailer, Patagonia. He was one of my first guests back in July of 2015. And he talked about how Patagonia essentially invented story marketing in their first product catalogs when they opened in 1973.

Their mission is to turn customers into activists to help protect our wilderness. A pretty important purpose, especially for an outdoor company.

Another episode I refer to often is the one I did with Hollywood story consultant, Jen Grisanti. She wrote an amazing book called Change Your Story, Change Your Life. Jen not only teaches and coaches movie and TV screenwriters how to perfect their craft but also how to live into a bigger story. This episode explores the important question:

“What is your personal dilemma connected to your professional pursuit?”

What’s the conflict in your story and how does your brand help your customers overcome that conflict to get what they want? No conflict no story.

How about the conflict around the stuff cramming your home? Michele and I are in the process of a move, and mucking out 30 years of stuff is a major pain in the ass. Brian Scudamore, the founder of 1–800-GOT-JUNK, joined to talk about how he grew the brand to become worth in the neighborhood of a quarter-billion dollars all on the premise that he is not in the junk business, but the leadership business that happens to haul junk. Now that’s a focused, purpose-driven business.

I’ve learned that if you truly want to live into a bigger story for your personal and professional brand, then you must find a purpose greater than yourself to serve.

The purpose of the Business of Story has always been to help people live into and prosper from their most powerful story. But that line is too vague for some people. It ultimately comes down to helping leaders of purpose-driven organizations clarify their story to grow their revenue and amplify their impact.

I know I’m repeating myself from the top of the show, but I want to be crystal clear with you what this is all about. And, I want to underscore that it is critically important for you, too, to be “crystal clear” with your personal or professional brand story. Because if you’re not, you will drown in the sea of sameness that we all compete in. And I’ve found that when you get your brand story straight, everything else comes into alignment. Everything else gets easier. You say “no” to more things and “yes” to the fewer, but the most important, things.

My Origin Story

Two years ago I was a total story geek. Ok, I still am.

My goal for the first 100 episodes was to help you understand and appreciate the power of storytelling in your business and in your life so that you would become more intentional about it; connect with people at a deeper level; and advance your visions and mission further faster. I had the help of my friend Jay Baer at Convince & Convert who helped me produce and distribute my first year-and-a-half worth of shows with great people like Jess Ostroff of Don’t Panic Management.The past 20 or so shows have been produced by Brian Adoff of Riveting FM out of Philadelphia. He has brought a musician’s ear to the quality of the production and some terrific marketing insight as well. Thanks for that, Brian.

Lisa Loeffler of Influencers Management Group has assisted me in the distribution and advertising for the show, as well as my speaking engagements: an invaluable part of my team. I can’t recommend these two enough if you need to build a virtual team.

My focus has been on sharing how stories work, the architecture of epic stories, and how to use them in your business. If you’re an avid listener, then you probably know my story by now. So here’re the cliff notes…

I’ve been in advertising for more than 30 years, ran my own agency for 20 years, and for the past 15 years, I have been steeped in business storytelling.

This is a legacy post…so you’ll want to head to our website and…

READ THE REST OF THE STORY ON BUSINESS OF STORY

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

Park Howell

Written by

Business Storytelling Consultant, Podcast Host & Keynote Speaker. http://businessofstory.com

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