Business of Story

Dr. Laura Sicola reveals why expertise alone won't get you heard — and the 3 Cs that turn knowledge into leadership influence. You've mastered your subject. You know your material cold. So why does the room glaze over when the stakes are highest? Cognitive linguist, executive coach, and author Dr. Laura Sicola says the gap isn't your expertise — it's the three inches between your brain and your mouth. In this episode of the Business of Story, she shares the framework that's helped Fortune 500 executives at Amazon and Kaiser Permanente stop sounding like spreadsheets and start commanding every room they walk into. Her TEDx Talk, "Want to Sound Like a Leader? Start by Saying Your Name Right," has nearly 7 million views — because the problem is universal and the fix is counterintuitive. WHAT YOU'LL DISCOVER IN THIS EPISODE The 3 Cs of Executive Presence: Command the Room, Connect with Your Audience, and Close the Deal — and why each requires a completely different skill Why the movie playing in your head is never the movie your audience is watching — and how to close that gap before it costs you the deal The neuroscience of humor: why a well-placed laugh creates dopamine, builds trust, and makes you more persuasive without sacrificing credibility How to use Chris Voss's "labeling" technique to stay curious when conversations get triggered and defensive The one counterintuitive move that makes you sound smarter, more likable, and more relatable — all at the same time ABOUT DR. LAURA SICOLA Dr. Laura Sicola is a cognitive linguist, former professor, and executive coach who helps leaders bridge the gap between their expertise and their influence. She is the author of Speaking to Influence: Mastering Your Leadership Voice and the founder of Vocal Impact Productions. Website: laurasicola.com LinkedIn: linkedin.com/in/laurasicola Book: Speaking to Influence — available on Amazon in paperback ($12.95), Kindle ($9.95), and Audible (narrated by the author) FREE GIFT FROM DR. LAURA SICOLA Download two free chapters of Speaking to Influence here: [INSERT FREEBIE LINK] ABOUT THE BUSINESS OF STORY The Business of Story is the top-ranked podcast for leaders who use storytelling to grow their influence, their teams, and their organizations. Host Park Howell — known as the World's Most Industrious Storyteller — brings you the strategies, frameworks, and real-world lessons that turn communicators into leaders. Want to build a brand story that actually lands? Visit StoryCycleGenie.com to discover how the StoryCycle Genie® uses your brand's unique story to create marketing that moves people. SUBSCRIBE & LEAVE A REVIEW If this episode gave you one idea you can use today, please subscribe and leave a review on Apple Podcasts, Spotify, or wherever you listen. It takes 60 seconds and helps other leaders find the show.

How to Find Your Million Dollar Story, With Elizabeth Brett What if your most powerful business story is the one you've been most afraid to tell? In this episode, Park Howell sits down with Elizabeth Brett — former NBC reporter, creator of Story Alchemy™, and host of the Sacred & Sovereign podcast — to explore the difference between performing your story and actually living it. Elizabeth spent nearly a decade in broadcast journalism, learning to distill complex stories into 60-second narratives under deadline pressure. But it wasn't until a near-death experience in the ocean with her daughter that she discovered what authentic storytelling really means — and built a framework to help founders, creatives, and thought leaders find their own. You'll discover: • The story roadmap framework that lets you tell any story in 30 seconds or 30 minutes • Why the performance trap is killing your connection with your audience — and how to escape it • The sovereignty filter: three questions to ask before sharing any personal story in business • What a million dollar story really is — and how to find yours at the identity level • How the StoryCycle Genie® revealed Elizabeth's brand archetype as the Alchemist — and surfaced a UVP she'd never put together before Whether you're a speaker, entrepreneur, or thought leader, this episode will change how you think about the stories you tell — and the ones you've been holding back. Find Elizabeth at elizabethbrett.com and on Instagram @ElizabethSBrett.

Unlock the secret to recruiting top talent with storytelling! In this episode, Park Howell welcomes Jeff Hyman—author of "Recruit Rockstars"—to reveal how the ABT narrative framework can transform your hiring process. Discover why stories attract missionaries (not mercenaries), how to make your job postings irresistible, and the role of AI in scaling your employer brand. Whether you're an HR leader, hiring manager, or job seeker, you'll learn actionable strategies to build a team that stays for the mission, not just the money. Listen now and make your next hire a rockstar! Test the strength of your brand story on the StoryCycle Genie® for FREE. Story on! ≈Park

Chris Vogler, legendary story consultant and author of The Writer's Journey, joins Park Howell to reveal how the Hero's Journey is more than a Hollywood formula—it's a living, breathing blueprint for personal and brand transformation. You'll discover why wish fulfillment is at the heart of every great brand story, how to turn obstacles ("threshold guardians") into opportunities, and why stories have the power to heal, orient, and energize us in a chaotic world. Chris shares behind-the-scenes stories from Disney, explains the science of story energy, and offers practical advice for marketers, leaders, and anyone looking to create deeper connections with their audience. Whether you're building a business, leading a team, or searching for your own path, this episode will help you unlock the universal patterns that move people—and move the world. Related Episodes: • How to Use The Hero's Journey in Business and In Life, With John Bucher • Robert McKee: The Science of Story • Park Howell: The ABT Framework for Business

Why This Episode Matters This milestone 550th episode brings the Business of Story full circle to its foundational inspiration: Joseph Campbell and the Hero's Journey. Host Park Howell interviews John Bucher, PhD, Executive Director of the Joseph Campbell Foundation, revealing why the Hero's Journey is more than a story framework - it's a neurological blueprint for business success. What You'll Discover The Neuroscience of Storytelling Modern research shows the Hero's Journey mirrors the exact neurological patterns your brain uses to solve problems. When you structure business communications around this framework, you're speaking the native language of human decision-making. How Customers Really Make Decisions John Bucher reveals the truth most businesses miss: Customers make emotional decisions first, gather evidence to support those feelings second, then justify logically third. As Robert McKee said, "The conscious mind is simply the PR department that justifies all the decisions the emotional subconscious mind makes." This is why stories (which communicate feelings) are more powerful than data alone. The Two Paths to Business Transformation Discover how the "Call to Adventure" manifests differently for entrepreneurs versus managers: • Entrepreneur's Journey: Driven by dissatisfaction, voluntarily leaves comfort zone, proactively pursues opportunity • Manager's Journey: Forced by circumstances, faces organizational changes, adapts to involuntary transitions Understanding both paths helps you connect with any audience. Your Customer Is the Hero (Not Your Brand) The positioning shift that transforms marketing from pushy to magnetic: Your brand is Yoda, not Luke Skywalker. You're the mentor providing guidance, not the hero seeking glory. John explains: "We all trust ourselves more than we trust anyone else. When we create the framework for listeners to tell themselves the story, it's so much more powerful." What You're Really Selling "Chevrolet doesn't sell automobiles, they sell freedom." Customers don't buy based on specifications - they buy emotional stories about what products enable in their lives. You're selling transformation, not products. From Intuitive to Intentional Storytelling We're all natural storytellers, but there's a difference between intuitive and intentional storytelling. Learn how to replicate storytelling success consistently without becoming a story theorist. The Hero's Journey as Life Instruction Manual Christopher Vogler calls the Hero's Journey "an instruction manual for life." John Bucher agrees: "No matter how good things are going, bad times always come. That road of trials is something we all keep returning to." The framework helps you recognize patterns, identify mentors, and embrace transformation as natural. Guest Expert John Bucher, PhD, is a renowned mythologist and story expert who has been featured on the BBC, the History Channel, the LA Times, The Hollywood Reporter, and numerous other international outlets. He serves as Executive Director for the Joseph Campbell Foundation and is a writer, storyteller, and speaker. John has consulted and worked with government and cultural leaders around the world, as well as organizations such as HBO, DC Comics, Paramount Pictures, Nickelodeon, A24 Films, Atlas Obscura, and The John Maxwell Leadership Foundation. He is the author of six influential books on storytelling and has worked with New York Times best-selling authors, YouTube influencers, Eisner winners, Emmy winners, Academy Award nominees, magicians, and cast members from Saturday Night Live. Holding a PhD in Mythology & Depth Psychology, he integrates scholarly insights with practical insights, exploring the profound connections between myth, culture, and personal identity. His expertise has helped shape compelling narratives across various platforms, enriching the way stories are understood, told, and experienced globally. Website: tellingabetterstory.com Episode Highlights • The Deathbringer and Lifebringer Native American story that illustrates what you're really selling in business • Why Joseph Campbell opposed dogmatic application of the Hero's Journey (and championed diverse adaptations) • Park Howell's synchronicity experience: Lights flickering when mentioning Campbell's death anniversary • How Park's career demonstrates multiple hero's journeys (agency founder at 35, story consultant at 55) • The Refusal of the Call in sales: Why customer resistance is a natural stage, not permanent barrier • John Bucher's accidental hero's journey (enrolled in music program, ended up in film/TV by mistake) • The Fundamental Attribution Error and how it affects business communication • Why the Hero's Journey is a form (not formula) - the tango dancing metaphor • How to use storytelling language to create deeper listening and engagement Resources Mentioned Quick Introduction (3 minutes): "What It Takes to Be a Hero" by Matthew Winkler (TED-Ed video) - Created by a teacher to help struggling teens understand they're not alone Accessible Learning: • "The Writer's Journey" by Christopher Vogler (5th edition) • "The Power of Myth" book and PBS series with Bill Moyers (6 one-hour episodes) • "Finding Joe" documentary Deep Study: • "The Hero with a Thousand Faces" by Joseph Campbell (1949 - warning: very arcane) New Release: • "Joseph Campbell on the Hero's Journey" - Joseph Campbell Essentials series pocket gift book (available on Amazon) Business Application: • Story Cycle System by Park Howell • Venables Bell & Partners Audi campaigns (perfect 30-second Hero's Journey examples) Key Quotes John Bucher on Decision-Making: "When we understand story, we start to get shortcuts into the thinking of people behind how they make decisions." On Campbell's Philosophy: "Joseph Campbell was not a fan of dogma. He was interested in putting things out on the table for thoughtful engagement and good conversation." On Story Power: "Stories bypass the head and go straight to the heart. We've heard it all before in business - we're looking for different ways to bring information that hold just a bit of surprise." Park Howell on Intentional Storytelling: "We are all by nature intuitive storytellers. But you can become an intentional storyteller simply by understanding these frameworks." On Story as Operating System: "Storytelling is the software that drives the hardware of the operating system - our meaning-making machine in our limbic system, hippocampus, and amygdala." Connect John Bucher: tellingabetterstory.com Joseph Campbell Foundation: jcf.org (weekly newsletter available) Park Howell: businessofstory.com Story Cycle System: businessofstory.com/story-cycle-genie Related Episodes • Episode 425: The ABT Framework Explained - Mastering And-But-Therefore for Business • Episode 380: Customer Journey Mapping with Story Frameworks • Episode 510: Brand Archetypes in Action - Finding Your Authentic Voice About Business of Story The Business of Story podcast helps business professionals, marketers, and entrepreneurs master the power of strategic storytelling. Host Park Howell, creator of the Story Cycle System, interviews world-class experts on applying narrative frameworks to business growth, customer engagement, and brand development. Subscribe: businessofstory.com/podcast

Miles Spencer's SoulTech platform brings loved ones' voices back from just 10 seconds of audio, transforming grief into connection through interactive AI conversations. Discover how Reflekta created the Soul Technology category, why spontaneous conversations beat static videos 10x, and what happened when Miles heard "Tiger" eight years after his father passed. Show Notes: You know those moments when you desperately wish you could ask your mom or dad for advice one more time? When you're facing something only they would understand? This episode is both curious and a little creepy—curious because it's amazing what AI has brought to personal storytelling, and creepy because it literally brings back your long-lost loved ones to have conversations today. Miles Spencer, co-founder of Reflekta, reveals how SoulTech (Soul Technology) is transforming family storytelling and digital legacy preservation from frozen memories into living conversations. What You'll Discover: • Voice recreation from minimal audio - How Reflekta recreates authentic voices from just 10-20 seconds of audio (Miles brought his father Arthur back from a gibberish voicemail) • 10x impact over static media - Why spontaneous and dynamic conversations in your loved one's voice deliver exponentially more value than videos or photo albums • Category creation insights - The positioning evolution that transformed Reflekta from grief-focused to connection-centered, and what that teaches entrepreneurs building new categories • The Tiger/Chief moment - What happened when Miles heard "No problem, Tiger. I love you" eight years after his father passed • Simple three-file system - How life story, photo, and voice sample turn one-way memories into interactive AI conversations that learn and grow • Living Legacy innovation - Why creating Elders for people still alive is changing how families preserve generational wisdom • Privacy and security - The fortress approach: default private, family-to-family with GDPR and DOD-level cybersecurity • Earth's story repository - Reflekta's audacious mission to record the legacies of planet Earth told by the people who lived them Key Timestamps: [00:03] The curious and creepy introduction to SoulTech [02:26] "This body is temporal, but spirit and soul are eternal" [06:24] How Reflekta works: The three-file system [09:15] Can you ask modern advice from someone who passed? [13:00] The Spencer family legacy: 24 kids, coal mine, WWI sniper [18:44] Tiger/Chief moment: Hearing his father's voice again [21:27] How did Miles get into this? The universe's plan [25:00] Privacy and security: "How can you hack what you can't see?" [27:00] Growth metrics: 1,000 Elders in 6 weeks [30:00] The ultimate vision: Recording Earth's stories [31:04] What users are experiencing with their Elders [39:00] Running the brand through StoryCycle Genie™ [42:00] From grief to connection: The positioning evolution [46:00] Brand purpose validated: "Nailed it" [48:00] Where to learn more about Reflekta About Miles Spencer: Miles Spencer is a curious guy from Pittsburgh who's mentored tech founders for 30+ years and been a dad for 14—two jobs that, as he says, share remarkable similarities. He's created over 1,100 jobs, founded and exited three digital media companies, served as Venture Principal at Capital Express (the team behind register.com), and hosted MoneyHunt on PBS long before Shark Tank existed. As an adventurer, he's led 1,500 people across 14 miles of open sea by kayak and trekked 1,100 miles through the deserts of Saudi Arabia, Jordan, and Syria—journeys that inspired his Amazon bestsellers A Line in the Sand and Havana Famiglia. After a pandemic reset, Miles co-founded Reflekta with Adam Drake—transforming their shared quiet wish for one more conversation with someone they loved into the SoulTech platform that enables everyone on the planet to reconnect with loved ones when they're ready. When he's not building companies, you'll find him painting watercolors with his daughter, playing rugby with his son, or occasionally needing a translator for his unique brand of English. Key Quotes: "This body is temporal. But if you can connect with my spirit and soul, they are eternal." - Arthur Spencer's final words to Miles "We're recording the legacies and stories of planet Earth told by the people who lived here, not by media outlets." "My dad has a perfect memory now. He remembers things I've forgotten and he would have forgotten." "Spontaneous and dynamic conversations—10x the impact of a video or a book." "We're talking about eternity here, so monthly was too short term." "How can you hack what you can't see?" - On Reflekta's privacy-first approach Links: • Reflekta.ai - Create your Elder or talk to Arthur/Virginia • Miles Spencer on LinkedIn • A Line in the Sand on Amazon • Havana Famiglia on Amazon • SoulTech White Paper at Reflekta.ai • Business of Story website: https://businessofstory.com • StoryCycle Genie™: https://www.storycyclegenie.ai/ CTA: Subscribe to Business of Story on Apple Podcasts, Spotify, or wherever you listen to podcasts. Leave a review to help other entrepreneurs and storytellers discover the show. Visit Reflekta.ai and talk to Arthur or Virginia to experience SoulTech for yourself. Want to experience it yourself? Visit Reflekta.ai and talk to Arthur or Virginia—the only two public Elders. You don't know their stories, but you'll immediately understand what it would mean to have this with someone you loved. As Miles reminds us: No story truly ends if it's remembered well. And now, those stories can answer back. Craft your brilliant brand story strategy in minutes, not months, and instantly create compelling content that converts customers with the StoryCycle Genie™ https://www.storycyclegenie.ai/ #StoryOn! ≈Park