The document provides steps and tips for effective storytelling. It outlines 5 steps: 1) define guiding principles, understand your audience and mission; 2) if working in a team, complete exercises separately then agree on a draft; 3) test your story with 2-3 people; 4) iterate your story; 5) if you pivot, revisit the exercises. It also provides tips for finding the right story by listening to users and reading comments, and tips for perfecting and completing your story such as saying it aloud and letting it rest before revising.

1. 4
HOW TO DO
STORYTELLING

2. The power of storytelling requires a
special mindset
BE AUTHENTIC
BE DIFFERENT
BE ENDURING
&
TRULY CARE
FOR YOUR AUDIENCE
FIN D YOUR G REATNESS

3. Step #1
SET YOUR NORTH STAR
Define the guiding principles of your
communication.
UNDERSTAND YOUR CORE USER
CLARIFY YOUR MISSION
DEFINE YOUR TONE OF VOICE

4. Step #2
IF YOU HAVE A TEAM
DO THE SAME EXERCISES
SEPARATELY
THEN AGREE ON A DRAFT

5. Step #3
TEST YOUR PITCH
WITH 2-3 PERSONS
TO SEE IF YOU FEEL
COMFORTABLE WITH IT
APPLY YOUR STORY
TO YOUR LOGO, LAUNCH PAGE
TO SEE IF YOU ACTUALLY LIKE IT.

6. Step #4
ITERATE, ITERATE,
ITERATE.
DON'T LOOK FOR
THE PERFECT PITCH
RIGHT AWAY

7. Step #5
IF YOU PIVOT
OR FIND YOUR STORY
IS NOT WORKING SO WELL,
GO BACK TO THE EXERCISES.
MORE EXPERIENCE & A FRESH
LOOK WILL BRING DIFFERENT
ANSWERS OR A (RADICALLY)
NEW VALUE PROPOSITION.

8. TIPS

9. TIPS TO FIND THE RIGHT QUEST
BE A GOOD LISTENER
Talk often to your users to
understand them emotionally.
BE A CAREFUL READER
Read the comments on consumer
blogs or in LinkedIn groups to
identify their underlying fears and
hopes.

10. TIPS TO PERFECT YOUR PITCH
SAY IT LOUD
This helps determine if a sentence
sounds weird.
USE SYNONYMS DICTIONARIES
to find impactful words
RE-READ THE EXERCISES
Or re-do them to immerse yourself
in your user's mind and your
mentor's spirit

11. TIPS TO GET IT DONE
START ON A QUIET DAY
Do the whole thing in one
afternoon.
LET IT REST
You'll probably think about it when
you're waiting for the bus, driving
to work or running in the park.
GO BACK TO IT
Whenever ready, go re-read each
exercise and see if it still feels right.

12. IS IT
CLEARER
NOW?

13. Put the words in the right order
the hero the mentor who is longing
by providing a problem
to solve guidance
advice and inspirationcalls to adventure
to help him
achieve his dream.

14. tadaaa
the herothe mentor who is longing
by providinga problemto solve guidance advice
and inspiration
calls to adventure
to help him achieve his dream.

15. CHECK OUT
DEBUNKING
STORYTELLING
MYTHS