57 - Mastering the Art of Customer-Centric Storytelling in Business with Business of Story's Park Howell

Your host, Alex Shevelenko, talks with the Business Story Strategist, Keynote Speaker, Sales Storytelling Coach, Podcaster, and Brand Raconteur at Business of Story, Park Howell. Park, an Emmy Award-winning business storytelling coach, talks about the pivotal role of storytelling in business. Park shares about his transition from running an advertising agency to becoming a storytelling coach, highlighting the shift from traditional advertising to narrative-driven approaches. He emphasizes that the customer should be the story's hero, not the brand. Park covers common storytelling mistakes and introduces the "And, But, Therefore" (ABT) framework for crafting compelling narratives. The speakers also explore the importance of clarity, emotional connection, and reducing friction in the customer journey.To learn more about Park's work, click HERE and HERE.Think you'd be a great guest on the show? Apply HERE.To learn more about RELAYTO, visit https://relayto.com/