What does it take to craft stories that resonate across generations, cultures, and mediums? In a recent episode of Pinkston’s “To The Point” podcast, host Zach Crenshaw sat down with Rick Rekedal – a master storyteller, former DreamWorks executive, and current Chief Creative Officer at Belmont University – to explore the art of storytelling. They discuss the evergreen elements of story, creative leadership, and the enduring importance of play.
From DreamWorks to the Classroom: A Storyteller’s Journey
Rick Rekedal’s three-decade career in kids and family entertainment began in the toy industry and led him to DreamWorks during its earliest days. There, he learned the value of being “the pebble behind the avalanche” – the person who helps others’ visions land with maximum impact. For Rekedal, it all starts with understanding the story and the audience.
“Connecting what’s going on in that family back with your vision for a story and making that bridge is where we can unleash the largest impact of your story,” said Rekedal.
Big Ideas, Humility, and the Art of the Pitch
Rekedal credits DreamWorks co-founder Jeffrey Katzenberg with teaching him to “think really big” – to bring unfiltered, ambitious ideas to the table. But in Hollywood’s high-stakes creative rooms, knowing when to listen is as important as knowing when to speak. Rekedal stresses the importance of understanding who you’re serving and creating buy-in without stepping on toes.
At the core, he asks: “What are we all really trying to do? At the end of the day, what and who are we really in service to?”
Audience First: The Science and Heart of Resonance
Rekedal emphasizes that great stories are born from a deep understanding of the audience, not just research or personal experience alone. In short, creative ego must yield to authentic connection.
It’s not about diluting vision for mass appeal, but about targeting a specific audience so effectively that the story’s authenticity ripples outward. As Rekedal notes, even a film as focused as Jurassic Park, with its scientific accuracy, was never just for paleontologists’ children. When done well, a focused narrative invites everyone to the table.
Play: The Serious Work of Growing Up
One of the most moving moments in the conversation comes when Rekedal shares a personal story from his childhood. After his father walked out on him and his family, childhood play lost its magic until he discovered The Lion, the Witch and the Wardrobe. Through literature, Rekedal felt seen and found hope.
“Play is the work of how a child is figuring out their role in life… The heart of the child that lives in every one of us has never been stronger,” he said.
This insight drives his approach to storytelling, whether for children or adults: stories and the ways we play with them help us make sense of our lives, at any age.
Storytelling in the Age of AI: Embracing the Creative Struggle
With generative AI now capable of producing scripts and storyboards in minutes, Rekedal warns against shortcuts that bypass the “creative struggle.” He likens AI to the advent of calculators—an accelerator, not a replacement for foundational skills. The danger, he says, is losing the authenticity that audiences can always sense.
“If it’s too plastic, we can always smell it. Audiences always can smell a plastic script idea or a plastic story idea or something that just isn’t quite there,” said Rekedal.
The creative process, with all its messiness and revision, is what produces enduring art.
The Purpose of Higher Education
Now at Belmont University, Rekedal observes that while technology has changed how young people engage with the world, their core questions remain timeless: “Will I have a place? Will I make a difference? Where do I belong?” His mission is to help students—digital natives navigating both physical and virtual realities—find their story and purpose.
Pro Tips for Aspiring Storytellers
- Know your audience: Avoid “everyone” or “anyone” as your target. The more specific, the more universal your story becomes.
- Have a point: Get to the heart of your story quickly: what does it stand for?
- Embrace the struggle: Don’t skip the hard work of creating and revising. That’s where the magic happens.
- Listen more than you speak: Leadership and creativity thrive on humility and reflection.
- Read widely: Rekedal recommends Creativity, Inc. by Ed Catmull, On Writing by Stephen King, and On Speaking Well by Peggy Noonan for anyone serious about improving their storytelling.
Rick Rekedal’s journey, from DreamWorks to higher ed, reminds us that stories are the currency of human connection. Whether you’re pitching a film, launching a campaign, or guiding the next generation, it all comes back to the story you tell and the lives it touches.
