In the episode of the Recorded Content podcast, hosted by Motion, storytelling strategist Park Howell shares his insights on the power of storytelling in business. Howell, also a co-author of “The Narrative Gym: Introducing the ABT Framework for Messaging and Communication,” discusses the positive influence storytelling can have on business growth. He emphasizes the importance of the ABT (And, But, Therefore) framework in creating compelling content.
Howell believes storytelling is a superpower unique to humans, and it’s a skill almost anyone can learn. He also discusses the evolution of advertising and the influence of Joseph Campbellâ€™s â€œThe Heroâ€™s Journeyâ€ on his approach to brand storytelling. Howell stresses that storytelling can be challenging without a clear strategy, and businesses often default to discussing features and facts, which can bore the audience.
The episode also explores the importance of the word “but” in storytelling, as it indicates change and triggers the limbic system. Finally, Howell provides advice for B2B marketing teams on incorporating more storytelling into their content, emphasizing the need for sales and marketing teams to understand the customer’s perspective.