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2
WHAT IS
STORYTELLING
Basically,
STORYTELLING
is the old art of
TELLING STORIES
IT'S ABOUT USING THE
POWER OF EMOTIONS
TO GET YOUR MESSAGE ACROSS
- not addressing the rational brain of your
audience.
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… 	
  
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)
THE TYPICAL HERO'S JOURNEY
The hero
is the audience
Define who
he is
The hero
is the audience
Define who
he is
The hero is not
satisfied with
today's society
The hero
is the audience
Define his fears
or hopes
Define who
he is
The hero is not
satisfied with
today's society
The hero
is the audience
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
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
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
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
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
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.
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…
THAT'S STORYTELLING
Beginning of the story
THAT'S STORYTELLING
Middle of the story
THAT'S STORYTELLING
A story that never ends
THAT'S STORYTELLING
The user is the hero
THAT'S STORYTELLING
His world is unsatisfying
THAT'S STORYTELLING
He has fears
THAT'S STORYTELLING
He has a hope
THAT'S STORYTELLING
There is a villain
THAT'S STORYTELLING
But there's also a mentor
THAT'S STORYTELLING
The mentor shows another way is
possible
THAT'S STORYTELLING
The mentor states the mission
THAT'S ALSO STORYTELLING
THAT'S ALSO STORYTELLING
The hero is a grad student – not a top model, not a business woman, not the
average Caucasian twenty-something.
THAT'S ALSO STORYTELLING
The hero responds to mission: be happy and good-looking with glasses on
THAT'S ALSO STORYTELLING
Note that the affordable price – the second part of the mission – is not mentioned here.
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?
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.
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.
DO YOU HAVE THE KEY
INGREDIENTS
TO A GREAT STORY
WITH POWERFUL
EMOTIONS?
AN AUTHENTIC
QUEST
YOU'RE WILLING
TO FIGHT FOR?
A DEFINED HERO, WITH
VERY HUMAN
IMPERFECTIONS,
GENUINE HOPES &
TORMENTING FEARS?
ARE YOU READY
TO GUIDE THE HERO
AND MAKE THINGS
RIGHT?
NOW SEE
WHEN
NOW SEE
HOW

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