Park Howell, founder of The Business of Story, joins Gabriella Mirabelli to explore why brand stories fragment as organizations grow and what leaders can do to keep them consistent. Howell calls this drift narrative entropy: each department adapts the story until the company is telling different versions of who it serves and what it helps them achieve.
They discuss Howell's StoryCycle system, the And, But, Therefore framework, and why a customer's problem belongs at the center of the narrative. Client examples show how a story can inform hiring and customer experience, as well as marketing. The conversation also examines what happens when a story's champion leaves and how leaders can establish ownership, checkpoints, and shared understanding.
Howell describes how AI can amplify fragmented messaging and how his StoryCycle Genie platform is designed to give teams a shared foundation for strategy and content. For CMOs and business leaders, the episode offers a practical way to examine whether a brand story is shaping the organization's work.
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