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“Storytellingisn’tthemeretellingofstory,it’stheintentional
designofstorystructure,attributesandelementsthat
conjureemotion,driveinclusionandleadwithempathy”
translatinglanguages(2024)
drivingtrucks(2027)
workinginretail(2031)
writeabestsellingbook(2049)
working asasurgeon(2053)
writinghighschoolessays(2026)
amplifyinghumaningenuity
APConeverydeskandeveryhome.BillGates,1990s
Empowereverypersonandeveryorganizationonthe
planettoachievemore.SatyaNadella,today
@mirirod
whatisstorytelling?
notstorytelling� opinions,assertions,facts,data,ideas,arguments,possibilities
� adsormarketing
� exploitation� postingcontentonsocialchannelsandcallingit“stories”
theemotional transferofinformation(opinions,assertions,facts,data,ideas,andarguments)throughtheintroductionofacharacter, plot, and conclusion.
storytelling
@mirirod
wheretobegin?
designthinking define
ideateprototype
test
empathize
theexperienceof understandinganotherperson’s…
cognitiveempathy:theyarehuman
emotionalempathy:wearehuman
compassionateempathy:iamhuman
stepone:empathizefindauniversaltruth
(whatfeelingisyourstorygoingtospark?)
designingthestory
storymission,audience,character,plotand
conclusion
designingthestorysteptwo:define
mystoryisdedicatedto________________________________________(persona,demographic,psychographic)
soitcanhelpthem_____________________________________________(mission,endgoal)
andmakethemfeel____________________________________________(universaltruth)
storymission
• whatifyoureplacedacharacter• whatifyoumodifiedtheplot• whatifyoueliminatedsomethingfromthe
message• whatifyouaddedorreplacedsomething
inthestory• whatifyoucombinedsomethinginthe
story
designingthestorystepthree:ideate
Takethemthroughanunforgettable—butrelatable—journey
designingthestorystepfour:create
concepts(prototype)
designingthestorystepfive:test
• askyourself:didthestoryevoketheemotionwewanted?
• changesomething• testagain
@mirirod
alchemybecomingastorylord
• findthestorysetting• beintentionalwithvisualelements• shapethebrandassets• keepconclusioninconclusive
alchemyheroes,villains+yourbest
storytellers
• becustomer-obsessed• practiceisyouroffensiveweapon• Buildanarmyofstorytellers
remember!
Doitwithheart.
Ifitdoesn’thaveacharacter,plotandconclusion,it’snotastory
storiesarefor youraudience,nottoyouraudience(empathy,authenticity)
ideate,ideate,ideate
@mirirod
March2020@mirirod@mirirod