Ginsburg’s Podcast Preview: Business of Story adds power to purpose

Editor’s note: The opinions expressed in this commentary are the author’s alone.

If you’re new to either podcasts or this occasional column, click here for background information. We preview specific podcasts to reveal their topics, formats and lessons from listening.

Featured Podcast

If you manage a business or organization, you surely have a story to tell.

Byron Ginsburg

As cited in a Podcast Preview of NPR’s How I Built This, companies like Chipotle did not begin with thousands of locations; Ben and Jerry’s had only a few flavors; and Southwest Airlines first flew solely in Texas. However, each achieved large-scale operations through hard work, surprises and many missteps. It’s the stories of these nonlinear journeys that keep us captivated, loyal and even envious of these enterprises.

The beauty is that unlike over-produced ads or product demonstrations designed to quickly persuade, stories are more distinct, human and even self-deprecating. They tap into our emotions, eliciting buy-in, visits or other types of engagement. Stories transcend cultures and industries, and you need not know how to SEO, code or Tweet in order to tell yours.

And that’s where The Business of Story Podcast shines. Hosted by Park Howell, the longtime traditional ad agency owner-turned-business story specialist — and evangelist — the Business of Story Podcast teaches how to effectively organize and present your unique story to grow your venture.

Telling a purposefully structured story — be it personal, business or brand — will inform and inspire  your customers, investors, associates and friends. Park’s conversations with marketers, filmmakers, screenwriters and authors teach listeners how to identify and connect the heroes, villains, stakes, disruptions and victories of their unique story for greatest impact. His Story Cycle workbook guides the process and is available for purchase and download.

Name: Business of Story Podcast

Host: Park Howell, Story Strategist, Marketing Consultant and Podcaster

Source: Business of Story

Find it here: Stitcher; iTunes; Business of Story; Libsyn.com

Genre: Marketing and Business

Motto: Helping your organization to clarify your story, grow your revenue and amplify your impact.

Length: Up to 60 minutes

History/In the Can: 135-plus recordings; begun June 2015, with 300,000-plus downloads

Format: 1-on-1 interviews with corporate storytellers, business owners, executives and story artists

What can be learned: Even the most humble stories can sound nearly heroic when storytelling basics and structure are applied. You’ll learn to tell your story meaningfully and consistently, and to avoid the mistakes and omissions made by shooting from the hip.

Where to start: Scan the program listings on the Business of Story site or iTunes library to find the topic that best suits your situation. Though branding is a common topic, production tools including audio, video and social media are presented often.
Try the Business of Story Podcast to put some power behind your purpose. As host Park Howell often says, “The most potent story you’re ever going to tell is the one you tell about yourself, so make it a good one.”

Have a favorite podcast? Let me know by leaving a comment or email me at byron.ginsburg@gmail.com

Byron Ginsburg provides content writing, media outreach and marketing consulting services to individuals and organizations seeking to raise their visibility, recognition and revenue.