At the heart of leadership lies persuasion. At the heart of persuasion lies storytelling. On this episode of Marketing Live, author, storytelling expert, and former admissions officer Esther Choy will dissect the art and science of storytelling. She’ll share insights on the power of story and how to use it to your advantage. Esther will discuss how to find the perfect hook, how to structure your story, and how to bring facts and data to life.
Rob ZinkanRob Zinkan has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president, marketing, where he leads Indiana University’s full-service internal marketing agency; works to develop, champion and deploy the university’s brand strategy; and acts as marketing liaison to the flagship campus leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.
Esther Choy is president and chief story facilitator of the Leadership Story Lab and author of the 2017 book Let the Story Do the Work: The Art of Storytelling for Business Success. She founded the Leadership Story Lab in 2010 to help others leverage the art of persuasive storytelling to create extraordinary opportunities.
Her own fascination with story began when she served as a designer and teacher of leadership programs and as a business school admissions officer. She has been an admissions officer at the University of Chicago Booth School of Business and has taught leadership courses for undergraduates at Northwestern University, where she earned her MBA at its Kellogg School of Management.