Storytelling in Business

August 11 - September 3, 2020

Two Live-Online Sessions + Self-Paced Modules

Time Commitment:
20-30 hours

Program Fee:


Most executives communicate and care, but they often don’t connect with their audiences. Storytelling is the most important yet underutilized skill in business today.

Typical business communications are based on logic and reason when it's context and meaning people crave. This hands-on course, led by Park Howell, will teach you three proven narrative frameworks that work to create a clear vision, focused mission and powerful communications that hack through the noise and hook the hearts of your audience.

Related courses:
Personal Growth Certificate in Leadership

Who Is It For?

Leaders of purpose-driven brands around the world, including executives who seek to grow their influence, become more persuasive and build their careers rely on Storytelling in Business to clarify their stories, amplify their impact and simplify their lives.

This certificate offers business storytelling tools and techniques that you can apply immediately in your business and career.

How Is It Delivered?

The course will begin with a live-online session on Tuesday, July 28, beginning at 6 p.m. 

Following the initial session, course modules will be self-paced, allowing you to learn and work whenever is most convenient for you. Storytelling in Business culminates with a second live-online session, which acts as the course capstone. 

In addition to the live sessions, the instructor, Park Howell, is available for questions and assistance throughout the course as well as for a one-on-one 45-minute coaching session.

Learning Outcomes

The Storytelling in Business course provides an assortment of interactive exercises, selected readings, case studies and intriguing Story Quests that will begin igniting the confident and compelling communicator within you.

  • Apply the ABT (And, But, Therefore) foundational narrative framework to make your messaging crystal clear, from emails to presentations to sales and marketing.
  • Learn the five primal elements of a short story to create a big impact.
  • Craft remarkable presentations and long-form communications following the proven Story Cycle System™.

Meet the Instructor

Park HowellPark Howell is a 35-year veteran in brand marketing and author of “Brand Bewitchery, How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand”. Howell has over 20 years of experience running an ad agency based in Phoenix and has taught classes in leadership in Arizona State’s Executive Master’s of Sustainability program, Air Force leadership programs, at TEDx and to global brands such as Dell, Hilton Hotels, McCormick, Coca-Cola, Wynn Resorts and the Phoenix Business Journal.