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.
What to Listen For:
05:44 Common mistakes teams make when applying storytelling in business contexts and why ideas get misaligned
10:28 The science behind why humor and empathy are powerful tools for cutting through noise in stakeholder presentations
15:25 Three essential storytelling principles from Storycraft Pro for time-poor teams seeking stakeholder buy-in
22:22 How strategic story alignment reduces inefficiencies and miscommunication across different departments
30:46 The importance of having an "audience of one" - a critical friend in mind when crafting persuasive pitches