LinkedIn Voices: Park Howell
Park Howell, founder of Business of Story, pioneered the And, But, Therefore (ABT) framework. See his background and approach to brand storytelling.
Park Howell stands at the forefront of modern brand storytelling, where clear narratives shape stronger brands, stronger leaders, and stronger customer relationships. Through decades of work, he has become one of the most recognized voices helping organizations transform complex ideas into stories that audiences understand, remember, and act upon.
Who is Park Howell?
Park Howell is an award-winning brand storytelling strategist, author, keynote speaker, podcast host, and founder of Business of Story. Widely recognized as a pioneer of the And, But, Therefore (ABT) storytelling framework, he helps organizations transform complicated ideas into clear narratives that inspire action. Through his consulting, workshops, podcast, and educational programs, Howell has become a respected authority on business communication and brand storytelling.
His influence extends across multiple platforms, including a LinkedIn community of more than 14,000 followers, where he regularly shares practical insights on leadership, branding, and communication.
Niche & Specialization
Park Howell specializes in helping businesses communicate with greater clarity by applying proven storytelling principles to branding, leadership, marketing, and sales. His expertise includes:
• Brand Storytelling Strategy: Creating narrative frameworks that help organizations define their purpose, strengthen positioning, and communicate consistently across every customer touchpoint.
• The ABT Framework: Teaching businesses how to apply the And, But, Therefore structure to simplify complex ideas and make communication more persuasive and memorable.
• Leadership Communication: Coaching executives and leadership teams to communicate vision, guide organizational change, and build stronger relationships through authentic storytelling.
• StoryOps™ & Agency Growth: Helping agencies and consultants integrate storytelling into their daily operations so brand narratives remain consistent across marketing, sales, and customer experiences.
One of the defining aspects of Howell's work is his belief that storytelling should function as a repeatable business process rather than an occasional creative exercise. His methodology focuses on building communication systems that support long-term business growth.
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Target Audience
Park's content serves professionals who understand that effective communication influences every stage of business growth.
• Marketing Agencies: Teams looking to strengthen client messaging through structured storytelling and long-term brand strategy.
• Business Executives: Leaders seeking practical methods to communicate vision, align teams, and navigate organizational change.
• Sales Professionals: Individuals who want to build stronger customer relationships through narratives that focus on audience needs rather than product features.
• Startup Founders: Entrepreneurs looking to communicate their value clearly when speaking with investors, customers, and partners.
• Purpose-Driven Organizations: Businesses and nonprofit leaders working to express their mission with greater clarity and consistency.
Career Journey & Achievements
Park Howell's career reflects a unique combination of creative leadership, business strategy, education, and executive coaching. After earning a Bachelor of Arts in Communications and Music Composition & Theory from Washington State University, he established himself in the advertising industry before founding Park&Co, where he continues helping organizations grow through strategic storytelling.
In 2015, he expanded that mission by launching Business of Story, a platform dedicated to helping professionals improve communication through consulting, workshops, executive coaching, and keynote presentations. More recently, he co-created StoryCycle Genie®, an AI-powered storytelling collaborator designed to help organizations develop stronger brand narratives more efficiently.
Howell is also the creator and host of the Business of Story Podcast, which has published more than 500 episodes and is recognized among the world's leading business storytelling podcasts. Through conversations with marketing experts, founders, authors, and business leaders, he explores how storytelling influences leadership, branding, innovation, and organizational success.
Beyond his consulting work, Howell served on Walgreens' Corporate Social Responsibility Advisory Council and taught storytelling in Arizona State University's Executive Master's for Sustainability Leadership program, helping sustainability professionals communicate complex initiatives more effectively.
His contributions to the industry have earned significant recognition, including an EMMY Award and the American Advertising Federation's Ad Person of the Year honor in Phoenix.
Content Strategy & Teaching Approach
Park Howell approaches content as an educational resource rather than promotional material. His goal is to help professionals understand why effective storytelling shapes stronger businesses.
His LinkedIn posts regularly examine successful brands, respected authors, startup founders, and communication experts to uncover practical lessons that readers can apply immediately. Instead of presenting abstract theories, he breaks down proven frameworks and demonstrates how they solve real business challenges.
Many of his posts build upon discussions featured on the Business of Story Podcast, extending those conversations with additional context, practical exercises, and actionable insights. His recent content explores subjects such as Patagonia's long-term narrative consistency, April Dunford's positioning methodology, and storytelling techniques that help founders present more compelling investment pitches.
Across every topic, Howell emphasizes structured thinking, practical application, and continuous learning over short-term communication trends.
Posts on LinkedIn
Metrics & Impact
• Built a LinkedIn community of more than 14,000 professionals interested in storytelling, branding, and leadership.
• Produced over 500 episodes of the Business of Story Podcast, reaching a global audience of business professionals.
• Helped organizations increase brand growth by as much as 600 percent through his Story Cycle System™ and storytelling methodologies.
• Delivered workshops, executive coaching, and keynote presentations for organizations including Walmart Canada, Dell, Hilton, Cummins, and the U.S. Air Force.
• Co-created StoryCycle Genie®, an AI-powered storytelling platform designed to help organizations build stronger brand narratives.
Media Appearance
Why He Matters
Park Howell has played an important role in demonstrating that storytelling belongs at the center of business strategy rather than solely within marketing campaigns. His work shows that organizations communicate more effectively when they organize information around clear narrative structures instead of disconnected messages.
As businesses compete for attention in increasingly crowded markets, his frameworks help leaders communicate with greater clarity, strengthen brand consistency, and create stronger connections with customers, employees, and stakeholders. His practical approach continues to influence agencies, executives, founders, and communication professionals seeking sustainable ways to make their messages more meaningful.
Profile Summary
• Followers: 14,167 on LinkedIn
• Advisory & Focus: Brand Storytelling Strategist, Founder of Business of Story, Co-Creator of StoryCycle Genie®
• Mission: Help organizations communicate with clarity through structured storytelling that strengthens brands and drives business growth.
• Recognition: EMMY Award winner, American Advertising Federation Ad Person of the Year, pioneer of the ABT storytelling framework.
