friday session #71 - storytelling behind the hype by jelle annaars
TRANSCRIPT
Storytelling behind the hype
12/12/2014
By Jelle Annaars
FRIDAY SESSION #71
@Cleverwood
#FridaySession
Contents
2
Definition
Why storytelling?
The 7 basic plots
The Hero’s Journey
Who’s your hero?
What’s your message?
Effective storytelling examples
Definition
3
“A story is any account of connected events,
presented to the person reading or listener in a
sequence of written or spoken words, or in a
sequence of (moving) pictures.”
Definition
4
A good story has:
a beginning
a middle
an end
Jean-Luc Godard:
“A story should have a beginning,
a middle and an end, but not
necessarily in that order.”
Definition
5
A good story has:
protagonist
inciting incident (“as usual, … until one day…”)
sequence, suspense
ending with some form of meaning or moral
Mark Twain:
“a tale shall accomplish
something and arrive
somewhere.”
Why tell stories?
6
Story is how—long, long ago—we learned to take the
confusing flow of many things that happen and try to make
sense of them. It’s a fundamental way that humans
organize and store information.
Why tell stories?
7
Stories catch our attention.
David Mamet:
“The audience will not tune in
to watch information. You
wouldn’t, I wouldn’t. No one
would or will. The audience will
only tune in and stay tuned in
to watch drama.”
Why tell stories?
8
We remember stories, not facts
Why tell stories?
9
It’s a way to stand out in times of Content Shock
7 Basic plots
10
Roughly, only 7 stories exist
After research by Carl Jung
7 Basic plots
11
1. Overcoming the monster• Perseus, James Bond, Star Wars
2. Rags to riches• Cinderella, Great Expectations
3. The Quest• The Wizard of Oz, Lord of the Rings
4. Voyage and Return• Odyssey, Alice in Wonderland, Gone with the wind,
Gravity
7 Basic plots
12
5. Comedy
• A Midsummer Night’s Dream, Bridget Jones Diary, Mr.
Bean
6. Tragedy
• Romeo & Juliet, The Picture of Dorian Gray, Black
Swan
7. Rebirth
• Beauty and the Beast, A Christmas Carol, Despicable
Me
Business examples
13
Business examples
14
Business examples
15
Business examples
16
17
The Hero’s Journey
18
1. Overcoming the monster
• Jaws, James Bond, Star Wars
2. Rags to riches
• Cinderella, Great Expectations
3. The Quest
• The Wizard of Oz, Lord of the Rings
4. Voyage and Return
• Odyssey, Alice in Wonderland, Gone with the wind
The Hero’s Journey (Joseph Campbell)
19
The Hero’s Journey (Joseph Campbell)
20
Simplified:
Hero (protagonist)
Who wants something
Obstacles or antagonist
Help of a mentor
Balance restored & life improved
Think Star Wars, The Matrix, …
Who’s your hero
Who’s your hero?
21
Who’s your hero
“If your stories are all
about your products
and services, and how
they help improve your
customers’ businesses,
that’s not really
storytelling…it’s a
brochure.” – Jay Baer
(Convince & Convert)
22
The Hero’s Journey (Joseph Campbell)
23
Classic example: Apple’s 1984 ad.
They could have just said: we make better
computers…
Who’s your hero
Tips to connect to your audience using story
Let your audience be the hero
You are the mentor/helper
24
Who’s your hero
Tips to connect to your audience using story
Or let the hero be someone they can
empathize with
Your personal story
Another audience member’s story
25
What’s your message?
What does the sequence or outcome of
the story tell us?
What’s your moral or message?
26
Effective examples
The LEGO Movie
Messages: there is a builder in each one of us, be imaginative, you’re never too old
27
Effective examples
Boeing
When you are the hero, make it interesting
28
Effective examples
General Electrics
When you are the hero, make it interesting
29
Effective examples
1,000 Stories (women in business)
Using stories to motivate others, and then persuade lawmakers, financial industry, ...
30
Effective examples
Hollaback’s 1,000 Stories
Classic use of the Hero’s Journey to build a community
31
Effective examples
Greenacres Woodland Burials
You can use/share stories on a very small scale
32
Effective examples
Mountaintop Library
It doesn’t have to be expensive
33
Q & A
34
Thank you !
35
Jelle Annaars
Trainer
Mobile: +32 485 524 744
Twitter: @78inch