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.


This episode is sponsored by OmniUpdate

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the past 17 years at Indiana University, most recently in a system-wide role as associate vice president for marketing. He also served in campus-level roles there as vice chancellor for external affairs and assistant dean for advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).


Esther Choy

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.