Startup Science Podcast with Gregory Shepard

In the conclusion of Greg's conversation with Umran Beba and Korhan Beba from the Beba Innovation & Entrepreneurship Foundation, Umran & Korhan discuss the importance of building a strong team and how academia is preparing the next generation of start-up entrepreneurs.

Greg is joined by Alessandro Marianantoni this week. Alessandro is the Executive Director and Founder at M Accelerator in Los Angeles which offers programs to serve southern California and International Startup ecosystems and provides students, early stage, and later stage founders with skills to grow their startups. In part one, Alessandro explains why M Accelerator isn’t the typical startup program and how their coaching sessions provide guidance through the several stages of startup development.

In the conclusion of Greg's chat with Alessandro Marianantoni, the Founder of M Accelerator, Alessandro provides some guidance for startup entrepreneurs and talks about how his program is helping entrepreneurs avoid potential landmines.

Greg welcomes Umran Beba and Korhan Beba from the Beba Innovation & Entrepreneurship Foundation to the podcast. Umran is the foundation's founder and is an experienced senior business executive with over 30 years of experience in general management, talent, and diversity. Korhan is the foundation’s Executive Director and has 25 years of experience working with large multinational companies managing global brands and market research projects. Together their mission is to assist aspiring entrepreneurs to turn their ideas into applications, commercial products, and/or services for global markets. In part one, Umran & Korhan share the inspiration for the foundation and how they're currently supporting entrepreneurship.

The brand storytelling continues as Park explains how Joseph Campbell's Heroes Journey theory can transform B2B company narratives. Going beyond product features and benefits, you'll learn how to craft a compelling origin story that emotionally resonates with your audience. Park also dives into the necessary ingredients for an engaging brand narrative, from defining your core values and purpose to introducing an adversarial force that helps your customers defeat their challenges. You'll come away with actionable tips for architecting a strategic brand story that feels like a heroic myth. Also, Park tackles how to bounce back from mistakes through ABT (And, But, Therefore) communication. When you falter, emotion often leads us to fixate on what went wrong. However, Park advocates acknowledging mistakes briefly before pivoting to positive solutions. You'll gain communication strategies to recover from missteps, rebuild trust and morale, and move forward powerfully.
About Park Howell: Park is known as The World’s Most Industrious Storyteller having grown purpose-driven brands by as much as 600 percent. He is a 35+ year veteran of the advertising industry and now consults, teaches, coaches, and speak internationally to help business, sales, and marketing leaders excel through the stories they tell.He is the host of the popular weekly Business of Story podcast, which is ranked among the top 10% of downloaded podcasts in the world. Park published Brand Bewitchery in 2020 to help you use his proven Story Cycle System to craft spellbinding stories for your brand. In 2021, he co-authored The Narrative Gym for Business, a short 75-page guide on how to use the foundational narrative framework of the ABT (And, But, Therefore) to make you a more confident, compelling and persuasive communicator.