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THE FULL
MONTYSTORYTELLING
by Park HowellCopyright Park and Company Marketing Communications, Inc. 2015. All rights reserved.
Thursday, October 15, 15
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
Helping Brands Create Abundance for the Greater Good Through The Power of Story
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@ParkHowell#StoryCycle
“Don’t tell me to save water. Show me how.”
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
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@ParkHowellplant-something.orgThursday, October 15, 15
@ParkHowell#StoryCycle ecodrivingsolutions.comThursday, October 15, 15
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The Story CycleHow to craft and tell compelling stories that sell.
Copyright Park&Co, 2013. All rights reserved.
Thursday, October 15, 15
@ParkHowell#StoryCycle
EXECUTIVE MASTERS FOR SUSTAINABILITY LEADERSHIPOwn the boardroom, break room, chat room and living room
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@ParkHowell#StoryCycle
We tell stories to make sense of the world around us.
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@ParkHowell#StoryCycle
Behind every great brandstands a great story
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@ParkHowell#StoryCycle
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The masses are the media
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“The human mind yields helplessly to the suction of story.” - Jonathan Gottschall The Storytelling Animal
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They’re all the same story.
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To Be Continued...Brand Rituals
Special World
Ordinary World
The MoralBrand Ideal
Victory Is At Hand!Brand Statement
The Road Of TrialsBrand Interaction
Enter The MentorBrand Promise/Gift/Personality
Villains, Fog & CrevassesAntagonistic Forces
The Call To AdventureTension & Disruption
What’s At Stake?Goals
Who’s Your Hero?Customer Persona
Where In The World Have You Been?Backstory & Positioning
Act ISeparation
Act IIInitiation
Act IIIReturn
The Story Cycle
Copyright Park&Co, 2013. All rights reserved.
Thursday, October 15, 15
MoralSuccessJourneyMentorObstaclesIncidentGoalsAudienceBackstory Ritual
ACT I ACT II ACT III
The Story Cycle
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@ParkHowell#StoryCycle
Story = Three Acts
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@ParkHowell#StoryCycle
Beginning Middle End
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@ParkHowell#StoryCycle
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@ParkHowell#StoryCycle
Act I
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Where In The World Have They Been?
1
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Who’s Your Hero?2
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What’s At Stake?
3
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The Call To Adventure
4
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Villains, Fog And Crevasses
5
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Enter The Mentor6
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The Road Of Trials
7
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7
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Victory Is At Hand!
8
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The Moral Of Your Story
9
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To Be Continued...
10
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To Be Continued...Brand Rituals
Special World
Ordinary World
The MoralBrand Ideal
Victory Is At Hand!Brand Statement
The Road Of TrialsBrand Interaction
Enter The MentorBrand Promise/Gift/Personality
Villains, Fog & CrevassesAntagonistic Forces
The Call To AdventureTension & Disruption
What’s At Stake?Goals
Who’s Your Hero?Customer Persona
Where In The World Have You Been?Backstory & Positioning
Act ISeparation
Act IIInitiation
Act IIIReturn
The Story Cycle
Copyright Park&Co, 2013. All rights reserved.
Thursday, October 15, 15
@ParkHowell
Our brain,
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@ParkHowell
like the amoeba,
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@ParkHowell
has one main goal: Survival.
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@ParkHowell
We can go weeks without food,
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@ParkHowell
days without water,
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@ParkHowell
but only about 35 seconds without finding Meaning in something.
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@ParkHowell
We constantly scan our environment,
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@ParkHowell
probing for clues beneath the surface,
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@ParkHowell
with an embedded app. called Curiosity.
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@ParkHowell
Curiosity is our primal search engine that captures insight, then filters it through past experience
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@ParkHowell
to help our mind predict the future
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@ParkHowell
in an endless battle to find Clarity in the chaos around us.
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@ParkHowell
Nature helps in our hunt for meaning
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@ParkHowell
by enticing us with story
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@ParkHowell
to draw our Rapt attention.
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@ParkHowell
We live vicariously through story,
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@ParkHowell
trying on trouble,
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@ParkHowell
to Learn what to do in case it happens to us.
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@ParkHowell
Powerful stories use urgency,
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@ParkHowell
novelty and surprise
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@ParkHowell
to deliver a Truth .
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- Joseph Campbell
“We’re not on our journey to save the world but to save ourselves. And in doing that you save the world.”
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What’s Your Story?
Copyright Park&Co, 2013. All rights reserved.
park@parkandco.com
Thursday, October 15, 15
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