Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Park Howell, Founder of The Business of Story, located in Munds Park, AZ, USA.

What's your business, and who are your customers?

I've been in the brand advertising world for 35+ years and ran my own ad agency called Park&Co in Phoenix, AZ, for 20 of those years. I now consult, teach, coach, and speak from my Business of Story platform to help business, sales, and marketing leaders excel through the stories they tell.

Tell us about yourself

The greatest regret I hear from people is that they are not being heard. They are misunderstood and therefore don't make the impact in the world they seek.

My sole mission is to help these people quickly connect on a primal level with their audiences so they can excite them to action. I share with them three proven narrative frameworks or story structures that enable them to hack through the noise and hook the hearts of their audiences.

My motivation every day comes from watching my students and mentees blossom as confident, compelling and influential communicators using the art of storytelling. If you're interested in my full origin, starting in my pajamas as a little boy and leading me to work with Sir Richard Branson on his private Necker Island, then check it out here: https://businessofstory.com/about/

What's your biggest accomplishment as a business owner?

One of the business accomplishments I look back on so fondly is having the courage to evolve away from my 20-year-old agency in 2016 and start the Business of Story as my singular endeavor. I was 55 at the time, and most people thought I was crazy. But I knew my agency, and I were not having an impact in the world; we sought to help connect people through the power of story. Now I work with unique individuals and enormous brands on their storytelling, including The U.S. Air Force leadership, The Home Depot, Walmart Canada, Banner Health, Dell, Intel, and a host of nonprofits doing tremendous good in the world.

What's one of the hardest things that comes with being a business owner?

One of the hardest things about being a business owner is the imposter syndrome you can experience or sometimes losing confidence in your direction. Everyone tells you you have to give 110 percent effort. I believe success is really 50% showing up and 50% following up. The other 10% is just bad math. And when you show up and follow up, do it with complete transparency and integrity. Everything else will fall into place if you do this with a mindset of abundance. My dad professed that a deal is only good if it's good for all parties. I've seen that come true so many times in my career that it is definitely one of my guiding lights.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Have a truly compelling vision and mission that people can buy into. Answer one question: What do you stand for that will make you stand out?
  2. Learn how to refine, focus and clearly share your brand vision and mission by using the ABT (And, But, Therefore) agile narrative framework. I learned about the ABT in 2013 and wished I had known about it since the third grade. From and branding standpoint, the ABT is the Holy Grail to making your complex messages simple, so they land right the first time every time.

You can learn more about the ABT agile narrative framework that is the cornerstone for all of your compelling communication at: https://businessofstory.com/abt/

Where can people find you and your business?

Website: https://businessofstory.com/
Facebook: https://www.facebook.com/groups/BusinessOfStory
Instagram: https://www.instagram.com/parkhowell/
Twitter: https://twitter.com/parkhowell
LinkedIn: https://www.linkedin.com/in/parkhowell/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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