The Business of Storytelling – Episode 7

microphone promo for live storytelling podcast interview


What makes a story resonate? How can you get a message to break through? On this episode, Beth talks to marketing pro Mike Teixeira, co-founder of Crackle PR and founder of DECK presentations. They talk about story structure, developing plot and the hero’s journey, as well as what storytelling for business really means and what companies need to do to make it work.

Beth also discussed the themes for the 2021 Long Story Short live shows at 3S Artspace. The first show, It’s All Relative, will be on Wednesday, April 14. This live streamed show will include some audience involvement, a hallmark of the Long Story Short live shows for the past five years. 

Portsmouth Live Storytelling Information

How do you get involved in a show? How do you get tickets? Here’s all you need to know.

For tickets to upcoming live shows, go to

To learn more about Long Story Short and how to become a storyteller on future shows, go to

For tickets to upcoming live shows at 3S Artspace in Portsmouth, NH, go to — Support this podcast:

In this episode

Mike Teixeira provides lots of good advice in this episode on storytelling including reference to Joseph Campbell’s “The Power of Myth.” Check out part of his interview below or get the entire interview above.

When I decided to do these interviews on the show, one of the first people that came to mind was my guest for today, Mike Teixeira. A few years ago, , the two of us hosted a storytelling workshop together and Mike was really great. He took a portion of the presentation and talked a lot about story structure and arc, building tension that got the listener or the reader from point A to point Z.

And I also really wanted to talk to Mike because of his experience in storytelling for business. Mike built his career in marketing and as the co-founder of Crackle PR and the founder of DEC Presentations. Storytelling has become such a buzz word in marketing and business right now that I think it’s lost a bit of its meaning.

And for so many of the people who normally listen to the show or have gone to the live shows, hearing about storytelling in business is not why you came here. So allow me to take a moment and convince you to stick around.

You keep mentioning the hero’s journey? If I, uh, done my homework correctly, that’s a Joseph Campbell and, ,

One of my favorite books in college was “The Power of Myth” where he spoke to Bill Moyers and it was a cool interview book and it was one of those books that just blows your mind when you’re in college and ideas are exciting and fresh.

And I remember them discussing how there’s universal themes to stories that just keep getting reused and reused since we sat around the fires in the front of caves. And one of those themes that are universal is the hero’s journey. The idea that. , a person starts pretty normal lives. All of a sudden everything changes.

They go through adversity and they end up, , you know, transformed I here. And, and it’s, it’s something that I’ve kept in mind a lot through marketing. And Aaron’s trying to tell stories in different format. But I got really excited when I found out that one of the writers that Pixar, , the gentleman by the name of Ken Adams, I think he’s a, he’s an improv, , artists and a writer.

He wanted to kind of dissect the hero’s journey in a, , in a formula friendly kind of way. So he created a very cool structure that they call them Pixar prongs. And that got me excited because I think one of the biggest hurdles. When your average person has to do a presentation or a public speaking event is we want to denigrate ourselves.

We want to say, Oh, I’m not a hero. You know, nothing I do. Is that exciting? What are people going to want to come and listen to me for? What, what kind of things can I tell them? , that are going to excite them. And so if you start talking to them about a hero’s journey, I think that creates even a bigger verbal.

So when I found this Pixar formula, I was like, wow, this is great because it’s so attainable. It’s just the series of blanks and it’s, like a fill in the blank and it’s just, it’s so common down to earth.