Why those who tell – and live –the best stories will rule the future.
Jonah SachsFree Range Studios
@Care2Team #C2Webinar
Justin PerkinsCare2
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The fundamentals of breakthrough storytellingBY JONAH SACHS
CEO | FREE RANGE STUDIOSWWW.FREERANGE.COM
Survival of the fittest
Transmission is a web
Everyone owns ideas
Ideas get passed or they die
Survival of the richest
Transmission is one to many
Ideas are proprietary
Doesn’t rely on audience participation to spread
Survival of the fittest
Transmission is a web
Everyone owns ideas
Ideas get passed or they die
What will survive the landscape of
our new oral traditions?
Stories.
=
Inadequacy Marketing
“[Myths are about] the
maturation of the individual from
dependency to adulthood through
maturity and then to the exit; and
then how to relate to this society
and how to relate this society to the
world of nature and the cosmos. ”
– JOSEPH CAMPBELL
MATURES
TO BECOME
Myths that Survive the
Oral Tradition
Marketing’s
Five Deadly Sins
Entertainment
THE 2012 ELECTIONS
Entertainment
FIJI GREEN
Entertainment
JAMES HANSEN
The Structure of a Story
The Structure of a Story
The Structure of a Story
Inadequacy Marketing
Fear, Vanity Greed, Status
Maslow’s Hierarchy of Needs
PerfectionThe need to master a practice through hard work.
NIKE
TruthThe need to tear down falsehood.
VOLKSWAGEN
WholenessThe need to be part of a community beyond oneself.
OBAMA 2008
SimplicityThe need to find meaning hidden behind complexity.
STORY OF STUFF
UniquenessThe need to express individuality/creativity.
APPLE
JusticeThe need to resist abuses of power.
DOVE REAL BEAUTY
Empowerment Marketing
Perfection, WholenessUniqueness, Justice
Simplicity. Truth
Of course, values alone
don’t make a story.
The Hero’s
Journey
The Hero
The Hero
• Is not you
• Is your audience
• Is unlikely for the role
• Is dissatisfied with a
“broken
world”
• Is jaded and has the
chance
to just muddle through
• has an inner calling to live
values
The Mentor
The Mentor
• Is your brand
• gets the hero moving toward her
destiny
• makes change appealing
• never makes change mandatory
• Is a real, tangible person
• fits a recognizable archetype
The Hero’s Journey
The Gift
The Gift:
• is the wildcard that makes the
impossible possible
• is something unique, beautiful
and entirely unexpected
The Moral of the Story
The Moral:
• is the truth behind every
communication
• provides brand consistency
• makes intuitive sense but
stretches what we know
The Moral of the Story
Making it all come alive
BROADCAST STORIES
+ +
Freaks, Cheats
and Familiars
THE MEATRIX
+ +
Fill your stories with human-like characters that break the pattern of our expectations.
Tell stories about villains who break cherished norms or rebels who defy hated ones.
Tell stories people can instantly identify as their own. Give them easy entrance points.
There are easy ways to start
checking your work and moving
minds to action.
Is your story strategic?
}Is your story interesting enough?
[email protected]@jonahsachs
thank you! questions? contact us!
Jonah [email protected]@jonahsachs
Justin [email protected]@elperko
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