A podcast series focusing on audience engagement through visual storytelling. A 360 view on connecting with the audience that matters to you, whether that’s consumers, clients, stakeholders, or employees. Through entertaining and practical conversations with experts from various industries and disciplines, listeners will gain valuable insights and tips on how to engage with the audiences that matter to them.
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A podcast series focusing on audience engagement through visual storytelling. A 360 view on connecting with the audience that matters to you, whether that’s consumers, clients, stakeholders, or employees. Through entertaining and practical conversations with experts from various industries and disciplines, listeners will gain valuable insights and tips on how to engage with the audiences that matter to them.
Why Good Ideas Fail: The Science of Selling Stories with Dr. David Parkinson
Audience Connection
33 minutes 1 second
5 months ago
Why Good Ideas Fail: The Science of Selling Stories with Dr. David Parkinson
Oliver Atkinson sits down with Dr. David Parkinson FHEA, Assistant Professor of Industrial Design and Director of Post-Graduate Research at Northumbria University’s School of Design, to explore how narrative can supercharge your pitch. Discover why the right story earns belief in even the toughest boardrooms, and dive into the neuroscience that makes audiences more open to new ideas.
The discussion ranges from a playful “Bob the Builder” analogy that recast parking enforcement as a civic hero to a John Lewis concept that turned spent coffee grounds into gourmet mushrooms.
With product-launch failure rates hovering near 80 percent, learn how a shared story aligns cross-functional teams and slashes miscommunication before it starts. For marketers, creatives and business leaders, this episode delivers actionable insights on anchoring ideas in audience culture, framing origin stories for trust, and wielding metaphor to ignite curiosity.
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Audience Connection
A podcast series focusing on audience engagement through visual storytelling. A 360 view on connecting with the audience that matters to you, whether that’s consumers, clients, stakeholders, or employees. Through entertaining and practical conversations with experts from various industries and disciplines, listeners will gain valuable insights and tips on how to engage with the audiences that matter to them.
