This document discusses storytelling versus storyscaping. It argues that storyscaping is more immersive than traditional storytelling by creating an experience space, organizing ideas rather than big ideas, developing storyscapes instead of just storylines, applying systems thinking, and using commas instead of periods. Storyscaping engages consumers in an interactive environment rather than just passively sharing a story.

1. STORYTELLING vs. STORYSCAPING
GASTON LEGORBURU

2. Storytelling:"
Sharing of events with words,
images sounds,and/or experiences
Sometimes with improvisation
or embellishment.!

3. THE
SAME
story

4. STORIES
are
STRUCTURED.
There are a few
crucial elements of a story.
Plot, Characters and
Narrative Point of View.

5. PATTERNS
help us
MAKE
CONNECTIONS.

6. Seven basic PLOTS
Comedy
TRAGEDY
OVERCOMING THE MONSTER
The Voyage & Return
The Quest
Rags to Riches!
Rebirth

7. Ten emotional DESIRES
1. T h e d e s i r e t o b e T A K E N S E R I O U S L Y
2. T h e d e s i r e f o r “ M Y P L A C E ”
3. T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N
4. T h e d e s i r e t o C O N N E C T
5. T h e d e s i r e t o B E U S E F U L
6. T h e d e s i r e t o B E L O N G
7. T h e d e s i r e f o r M O R E
8. T h e d e s i r e f o r C O N T R O L
9. T h e d e s i r e f o r S O M E T H I N G T O H A P P E N
10. T h e d e s i r e t o F I N D L O V E

8. STORIES
are
HARDWIRED
into the
human brain.

9. As
advertisers
WE LEVERAGE
STORIES
to drive
behavior

10. SOMETIMES
we ride
ON THE BACK
of others.

11. TOP 10 YOUTUBE videos of 2011
10. Cat mom hugs baby kitten
9. Maria Aragon "Born This Way" cover
8. THE FORCE VOLKSWAGEN COMMERCIAL
7. The Creep (featuring Nicki Minaj & John Waters)
6. Look At Me Now Cover by KarminMusic
5. Nyan Cat
4. Talking twins
3. Jack Sparrow (featuring Michael Bolton)
2. Ultimate Dog Tease
1. Friday by Rebecca Black

12. OTHER TIMES
WE ARE
THE CREATORS

13. It’s all
STILL
VERY
RELEVANT
but…

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TELLING A STORY
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THE AUDIENCE CAN CREATE
A BOND.
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15. AND TODAY,
we can take
ENGAGEMENT
through
INTERACTION

16. Game design PRINCIPLES
1. E a s y t o l e a r n , l i f e t i m e t o m a s t e r
2. S i m p l e , o b v i o u s c o n t r o l s
3. A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n
4. C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k
5. O f f e r s h o r t t e r m & l o n g t e r m g o a l s
6. V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e
7. O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y
intrinsically rewarding & social

17. 4 players STYLES
ACHIEVERS
EXPLORERS
SOCIALIZERS
PLAYER KILLERS

18. Five experience DIMENSIONS
1. ACCESS: the ability to reach other persons, activities,
resources, services, information, or places
2. C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s ,
and spaces is controlled by their users
3. F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d
to support the activities that they will customarily engage in
4. V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s
5. S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e ,
where or when one is

19. I have
a few new
DIMENSIONS
for you
to consider

20. Five New Bits
STORYSCAPING
1) The experience space
2) Find yourself an “organizing idea”
Not just a big idea
3) Develop a Storyscape,
not just a storyline
4) Apply structure “Systems thinking”
5) Never use a period

21. N o . 1
UNDERSTAND
THE
EXPERIENCE
SPACE

22. ften
to o o
g is
isin
dv ert
in a
STORY YELLING

23. ( YOU LEARN THAN
MUCH MORE FROM FROM
E X P E R I E N C E S
A S T O R Y
)

25. IT’S NOT JUST THIS STUFF

29. Experience SPACE
Ideas
Consumers Interaction Transaction Brands
Platforms

30. N o . 2
FIND
YOURSELF
AN
ORGANIZING
IDEA

31. THE EXPERIENCE
IS COMPLEX,
KEEP YOUR STORY
SIMPLE.

32. Experience SPACE
Consumer ORGANIZING IDEA Company

33. Experience SPACE
ORGANIZING IDEA

34. N o . 3
STORYSCAPES

35. NOT
just
LINEAR

36. CREATE
an
IMMERSIVE
environment

37. BOOKS MOVIES
GAMES THEME
PARK

39. DIFFERENT
LEVELS
OF
IMMERSION

40. Experience SPACE
ORGANIZING IDEA
+CONNECTIONS PLAN

41. N o . 4
APPLY
SYSTEMS
THINKING

43. THE
COMMON
INTERFACE
OF
LEGO

44. apply a little
GAMEIFICATION

45. OR a TON

46. Experience SPACE
ORGANIZING IDEA
+CONNECTIONS PLAN

47. RY
THE STO TURE
C
ARCHITE
RY
THE STO E
CTUR
ARCHITE

48. N o . 5
NEVER USE
A PERIOD.
ALWAYS USE
A COMMA.

49. One final
THOUGHT,

50. Five New Bits
REMEMBER
Be conscious of experience space
Push your teams for an “organizing
idea” not just a “big idea”
Engage consumers in your Storyscape
not just a Storyline
Apply systems thinking
Never ever use a period,

51. THANK YOU,
Want these slides? @gastonleg or Gaston@Sapient.com
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