Experience Strategy Podcast Newsletter: And, But, Therefore With The World’s Most Industrious Storyteller, Park Howell
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Do you want to excel through the stories you tell, but find yourself struggling to clarify your message and impact? Our guest today is Park Howell, known as The World’s Most Industrious Storyteller for his track record of growing purpose-driven brands by using the power of story.
Welcome to the Experience Strategy Podcast Newsletter! Like our popular and long-running Experience Strategy Podcast, this newsletter is dedicated to those who design, manage, and lead experience strategies for companies large and small. Our big purpose is to catalyze the growth of experience strategy by sharing the tools, techniques, and ideas that are used by the most impactful teams and companies.
In each newsletter you’ll find practical, actionable concepts, drawn from our most popular podcast episodes, that you can use to serve your customers, employees, and company.
In this week’s episode, we’re diving deep into a timeless storytelling framework that can help elevate your communication game. Join us as we explore the And, But, Therefore (ABT) framework with the renowned storyteller and expert, Park Howell, host of the acclaimed The Business of Story Training, Coaching & Keynotes, a published author of “Brand Bewitchery”, and co-author of “The Narrative Gym for Business”.
Introduction
In a world buzzing with data and constant information, a singular truth emerges: stories stand out as the most effective way to connect with people on a deep level. Stories go beyond facts and figures; they allow us to walk in someone else’s shoes, see the world through their eyes, and truly understand their feelings, motivations and challenges. Park Howell, the brilliant mind behind the incredible growth of purpose-driven brands through the art of storytelling, understands this concept intrinsically. With his remarkable track record of propelling these brands to success, Park has rightfully earned the moniker of the world’s most industrious storyteller. In this newsletter, you will gain invaluable insights from Park’s expertise in order to propel your understanding of the power of storytelling, learn how to make customers the central heroes of their narratives, and discover how the And, But, Therefore (ABT) Framework can be harnessed to wield captivating stories that enchant and captivate your audience.
Discovering the And, But, Therefore (ABT) Framework
Park’s journey with the And, But, Therefore (ABT) Framework began over a decade ago when he learned it from, Dr. Randy Olson, an evolutionary biologist turned filmmaker. The ABT Framework is a storytelling technique that has been a staple since the dawn of recorded stories. Rooted in the three forces of story - agreement, contradiction, and consequence. This approach resonates deeply with our primal brain, simplifying complex messages for easy understanding and meaning creation. It’s not just a storytelling technique; it’s a powerful way to connect, communicate and inspire action.
Making Customers the Heroes
Have you ever wondered how you can create a lasting impact with your brand? The answer lies in making your customers the heroes of your story. When your customers see themselves as the protagonists - overcoming obstacles, reaching their goals with the help of your products or services - they form a powerful emotional bond with your brand. Through the use of the ABT framework you can propel your storytelling and communication to new heights, placing your customers at the heart of your narrative and emphasizing outcomes over features.
Crafting Compelling Narratives
The ABT framework isn’t just a theory, it’s a practical tool that can help reshape your communication strategies and inspire action. Let’s dive into a quick exercise that Park Howell guides us through – a real-world application of ABT for your brand story.
Agreement (And): Begin by identifying your core audience – the primary group that constitutes the heart of your business. For example, you are an experience strategist focused on delivering exceptional value through customer experiences.
Contradiction (But): Highlight a key challenge or obstacle your audience faces. This could be something like dealing with organizational silos that hinder seamless experiences.
Consequence (Therefore): Present your solution and the outcomes it offers. In this case, by breaking down silos and enhancing cross-functional collaboration, you can create extraordinary customer experiences that lead to long-lasting customer relationships and increased revenue.
By setting up a problem, resolving it, and driving toward a call to action, the ABT framework captures the attention of your audience, and furthermore guides their journey.
Solving the Silo Syndrome
Elevate your expertise in experience strategy by implementing the ABT framework. Envision breaking free from the confines of traditional operations mirroring the steps of industry giants like AUDI AG, Apple, and Nike. This trio has harnessed the ABT framework to dismantle the paralyzing silo syndrome, transcending fragmented departments and isolated teams. Immerse your brand’s narrative, amplify its resonance and forge unbreakable bonds with your audience and make the ABT framework your compass to unparalleled accomplishment.
Mastering ABT in Communications
As experience strategists, we understand that excellence demands practice. Park Howell’s wisdom reminds us that mastering the ABT framework is a journey paved with dedication. This is not an overnight fix, but an evolution that demands time, effort and passion. As you begin your storytelling journey, consider incorporating the ABT framework into your communication arsenal. Whether you’re crafting emails, delivering presentations, creating social media posts or refining your brand’s messaging, the ABT framework can help you captivate your audience, drive engagement and achieve your communication goals.
Join the Conversation
Step into a world where stories reign supreme, where the art of storytelling is your key to unlocking unparalleled connections. Tune in to “And, But, Therefore with Park Howell” where Park unravels his storytelling secrets that will help revolutionize the way you connect with your audience. Get ready to transcend mere facts and figures as you learn to immerse your audience in narratives that let them walk in others’ shoes, see through different eyes, and truly feel the heart of your story. Remember, every great story begins with “And,” faces a challenge with “But,” and triumphs with “Therefore”. Start your storytelling journey today and watch the magic unfold.