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Storytelling is the art of using emotions
- 2. Basically, STORYTELLING is the old art of TELLING STORIES
- 3. IT'S ABOUT USING THE POWER OF EMOTIONS TO GET YOUR MESSAGE ACROSS - not addressing the rational brain of your audience.
- 4. IT'S ABOUT CREATING A UNIQUE SERIES OF EVENTS, LINKED WITH UNIVERSAL STORIES AND MYTHS*. * Adam and Eve, The Pursuit Of Happiness, David And Goliath…
- 5. IT'S MADE OF - AN UNSATISFIED HERO - A CRUCIAL QUEST - AN INSPIRING MENTOR - CHALLENGING OBSTACLES - (a resolution is not required in the business world, since the quest for a better world is never ending)
- 6. THE TYPICAL HERO'S JOURNEY
- 7. The hero is the audience
- 8. Define who he is The hero is the audience
- 9. Define who he is The hero is not satisfied with today's society The hero is the audience
- 10. Define his fears or hopes Define who he is The hero is not satisfied with today's society The hero is the audience
- 11. Define his fears or hopes Define who he is The hero is not satisfied with today's society The hero is the audience The mentor is the brand
- 12. Define his fears or hopes Define who he is Define what he stands for The hero is not satisfied with today's society The hero is the audience The mentor is the brand
- 13. Define his fears or hopes Define who he is Define what he stands for The hero is not satisfied with today's society The hero is the audience The mentor is the brand The call to adventure is the mission
- 14. Define his fears or hopes Define who he is Define what he stands for Define the quest The hero is not satisfied with today's society The hero is the audience The mentor is the brand The call to adventure is the mission
- 15. Define his fears or hopes Define who he is Define what he stands for Define the quest The events are the life of your company. The hero is not satisfied with today's society The hero is the audience The mentor is the brand The call to adventure is the mission
- 16. Create you story The hero is not satisfied with today's society The hero is the audience The mentor is the brand The call to adventure is the mission Define his fears or hopes Define who he is Define what he stands for Define the quest The events are the life of your company.
- 17. THERE ARE 2 WAYS YOU CAN USE STORIES : - TELL AN ACTUAL STORY: in a pitch, blog, video, email… - CHOOSE WORDS OR IMAGES THAT TRIGGER THE IMAGINATION OF YOUR AUDIENCE: in your homepage banner, an ad, a book cover…
- 18. THAT'S STORYTELLING Beginning of the story
- 19. THAT'S STORYTELLING Middle of the story
- 20. THAT'S STORYTELLING A story that never ends
- 21. THAT'S STORYTELLING The user is the hero
- 22. THAT'S STORYTELLING His world is unsatisfying
- 23. THAT'S STORYTELLING He has fears
- 24. THAT'S STORYTELLING He has a hope
- 25. THAT'S STORYTELLING There is a villain
- 26. THAT'S STORYTELLING But there's also a mentor
- 27. THAT'S STORYTELLING The mentor shows another way is possible
- 28. THAT'S STORYTELLING The mentor states the mission
- 30. THAT'S ALSO STORYTELLING The hero is a grad student – not a top model, not a business woman, not the average Caucasian twenty-something.
- 31. THAT'S ALSO STORYTELLING The hero responds to mission: be happy and good-looking with glasses on
- 32. THAT'S ALSO STORYTELLING Note that the affordable price – the second part of the mission – is not mentioned here.
- 33. THAT'S ALSO STORYTELLING The mentor has a unique personality: the founders define Warby Parker as 'a curious brand that's all about learning'. The language they use to present a product is as literary as it is in the previous Our Story section. Did you learn a new word today?
- 34. In short, AS A FOUNDER, YOUR PERSONAL STORY USUALLY BEGINS WITH YOU AS A HERO, DETERMINED TO BREAK DOWN THE UNACCEPTABLE BARRIERS ERECTED BY OLD- TIME INDUSTRIES, AND ULTIMATELY MAKING THE WORLD A BETTER PLACE.
- 35. However… AS A COMPANY, YOUR STORYTELLING SHOULD ALWAYS BEGIN WITH YOUR USER AS A HERO, LONGING TO RESOLVE SOME UNSATISFACTION. YOUR BRAND, AS A MENTOR, IS JUST HERE TO HELP.
- 36. DO YOU HAVE THE KEY INGREDIENTS TO A GREAT STORY WITH POWERFUL EMOTIONS?
- 37. AN AUTHENTIC QUEST YOU'RE WILLING TO FIGHT FOR?
- 38. A DEFINED HERO, WITH VERY HUMAN IMPERFECTIONS, GENUINE HOPES & TORMENTING FEARS?
- 39. ARE YOU READY TO GUIDE THE HERO AND MAKE THINGS RIGHT?
- 40. NOW SEE WHEN
- 41. NOW SEE HOW