S 01 | Ep 57 Mastering the Art of Customer - Centric Storytelling in Business Park Howell , award - winning business storytelling coach , author of " Brand Bewitchery " and " The Narrative Gym for Business ," and host of the Business of Story podcast , joins the show to share why the most important shift any marketer or leader can make is moving from a brand - centric to an audience - centric story . Park opens by explaining how studying Hollywood screenwriting frameworks in the early 2000s , while his son attended film school , led him to realize that the hero ' s journey was the ideal template for a customer journey , and that brands consistently make the mistake of casting themselves as the hero when it is always the customer who plays that role . He introduces the ABT framework , which stands for and , but , therefore , a three - part narrative structure built on agreement , contradiction , and consequence that mirrors how the brain ' s pattern - seeking , problem - solving limbic system naturally wants to receive information . Park and Alex have a spirited exchange about whether compelling narrative or compelling visual experience is the more powerful differentiator .