Park Howell, the world's most industrious storyteller, joins Ryan to break down why most brand stories fall flat—and the simple framework that fixes it. From making the pronoun shift from "me" to "you" to walking Ryan through a live ABT exercise on the podcast itself, Park shows exactly how to stop pitching and start proving your worth to the right audience.

Key Takeaways

Your story isn't about what you make—it's about what you make happen in your audience's life
The And, But, Therefore (ABT) framework is the DNA of every story that actually lands
Niching down works like a tractor beam—when you get specific, the right clients get pulled in
Copy your homepage into ChatGPT and ask it to rewrite using Park's ABT framework for an instant shift

About Park Howell

Park Howell is known as The World's Most Industrious Storyteller having grown purpose-driven brands by as much as 600 percent. He is an EMMY Award-Winning, 40+ year veteran of the advertising industry and hosts the popular weekly Business of Story podcast, authored Brand Bewitchery, and co-authored The Narrative Gym for Business. Park recently launched the StoryCycle Genie™ to help business leaders craft a lucrative brand story strategy in minutes, not months. He is sought after internationally to help executives excel through the stories they tell.

In This Episode

[00:00] Welcome to the show!

[05:34] Meet Park Howell

[07:22] Story

[11:16] Hero of the Story

[14:06] Story Cycle System

[16:02] And, But, Therefore...

[25:32] Niching Down

[32:04] Connect with Park

[33:06] Outro

Quotes

"Your story is not about what you make, but what you make happen in people's lives." — Park Howell

"You are not the center of your story. Your audience is." — Park Howell

"We are all intuitive storytellers, but we really need to be intentional storytellers using frameworks that we know that work." — Park Howell

"When you niche down to be that very specific supplier for a very specific audience, you're going to get other business outside of that niche, but it becomes like a tractor beam that sucks them into the Life Star." — Park Howell

"Artificial intelligence is the worst brand name ever. If you really know how to use it and collaborate with it, it becomes artful intelligence that actually augments your intelligence." — Park Howell