“Storytellingisn’tthemeretellingofstory,it’stheintentional

designofstorystructure,attributesandelementsthat

conjureemotion,driveinclusionandleadwithempathy”

translatinglanguages(2024)

drivingtrucks(2027)

workinginretail(2031)

writeabestsellingbook(2049)

working asasurgeon(2053)

writinghighschoolessays(2026)

amplifyinghumaningenuity

APConeverydeskandeveryhome.BillGates,1990s

Empowereverypersonandeveryorganizationonthe

planettoachievemore.SatyaNadella,today

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whatisstorytelling?

notstorytelling� opinions,assertions,facts,data,ideas,arguments,possibilities

� adsormarketing

� exploitation� postingcontentonsocialchannelsandcallingit“stories”

theemotional transferofinformation(opinions,assertions,facts,data,ideas,andarguments)throughtheintroductionofacharacter, plot, and conclusion.

storytelling

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wheretobegin?

designthinking define

ideateprototype

test

empathize

theexperienceof understandinganotherperson’s…

cognitiveempathy:theyarehuman

emotionalempathy:wearehuman

compassionateempathy:iamhuman

stepone:empathizefindauniversaltruth

(whatfeelingisyourstorygoingtospark?)

designingthestory

storymission,audience,character,plotand

conclusion

designingthestorysteptwo:define

mystoryisdedicatedto________________________________________(persona,demographic,psychographic)

soitcanhelpthem_____________________________________________(mission,endgoal)

andmakethemfeel____________________________________________(universaltruth)

storymission

• whatifyoureplacedacharacter• whatifyoumodifiedtheplot• whatifyoueliminatedsomethingfromthe

message• whatifyouaddedorreplacedsomething

inthestory• whatifyoucombinedsomethinginthe

story

designingthestorystepthree:ideate

Takethemthroughanunforgettable—butrelatable—journey

designingthestorystepfour:create

concepts(prototype)

designingthestorystepfive:test

• askyourself:didthestoryevoketheemotionwewanted?

• changesomething• testagain

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alchemybecomingastorylord

• findthestorysetting• beintentionalwithvisualelements• shapethebrandassets• keepconclusioninconclusive

alchemyheroes,villains+yourbest

storytellers

• becustomer-obsessed• practiceisyouroffensiveweapon• Buildanarmyofstorytellers

remember!

Doitwithheart.

Ifitdoesn’thaveacharacter,plotandconclusion,it’snotastory

storiesarefor youraudience,nottoyouraudience(empathy,authenticity)

ideate,ideate,ideate

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March2020@mirirod@mirirod