View
1.791
Download
4
Embed Size (px)
Citation preview
THE FULL
MONTYSTORYTELLING
by Park HowellCopyright Park and Company Marketing Communications, Inc. 2015. All rights reserved.
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Helping Brands Create Abundance for the Greater Good Through The Power of Story
Thursday, October 15, 15
@ParkHowell#StoryCycle
“Don’t tell me to save water. Show me how.”
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowellplant-something.orgThursday, October 15, 15
@ParkHowell#StoryCycle ecodrivingsolutions.comThursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
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
Thursday, October 15, 15
@ParkHowell#StoryCycle
We tell stories to make sense of the world around us.
Thursday, October 15, 15
@ParkHowell#StoryCycle
Behind every great brandstands a great story
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
The masses are the media
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
“The human mind yields helplessly to the suction of story.” - Jonathan Gottschall The Storytelling Animal
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
They’re all the same story.
Thursday, October 15, 15
Thursday, October 15, 15
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
Thursday, October 15, 15
@ParkHowell#StoryCycle
Story = Three Acts
Thursday, October 15, 15
@ParkHowell#StoryCycle
Beginning Middle End
Thursday, October 15, 15
@ParkHowell#StoryCycle
Thursday, October 15, 15
@ParkHowell#StoryCycle
Act I
Thursday, October 15, 15
Where In The World Have They Been?
1
Thursday, October 15, 15
Who’s Your Hero?2
Thursday, October 15, 15
What’s At Stake?
3
Thursday, October 15, 15
The Call To Adventure
4
Thursday, October 15, 15
Villains, Fog And Crevasses
5
Thursday, October 15, 15
Enter The Mentor6
Thursday, October 15, 15
The Road Of Trials
7
Thursday, October 15, 15
7
Thursday, October 15, 15
Victory Is At Hand!
8
Thursday, October 15, 15
The Moral Of Your Story
9
Thursday, October 15, 15
To Be Continued...
10
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
Thursday, October 15, 15
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,
Thursday, October 15, 15
@ParkHowell
like the amoeba,
Thursday, October 15, 15
@ParkHowell
has one main goal: Survival.
Thursday, October 15, 15
@ParkHowell
We can go weeks without food,
Thursday, October 15, 15
@ParkHowell
days without water,
Thursday, October 15, 15
@ParkHowell
but only about 35 seconds without finding Meaning in something.
Thursday, October 15, 15
@ParkHowell
We constantly scan our environment,
Thursday, October 15, 15
@ParkHowell
probing for clues beneath the surface,
Thursday, October 15, 15
@ParkHowell
with an embedded app. called Curiosity.
Thursday, October 15, 15
@ParkHowell
Curiosity is our primal search engine that captures insight, then filters it through past experience
Thursday, October 15, 15
@ParkHowell
to help our mind predict the future
Thursday, October 15, 15
@ParkHowell
in an endless battle to find Clarity in the chaos around us.
Thursday, October 15, 15
@ParkHowell
Nature helps in our hunt for meaning
Thursday, October 15, 15
@ParkHowell
by enticing us with story
Thursday, October 15, 15
@ParkHowell
to draw our Rapt attention.
Thursday, October 15, 15
@ParkHowell
We live vicariously through story,
Thursday, October 15, 15
@ParkHowell
trying on trouble,
Thursday, October 15, 15
@ParkHowell
to Learn what to do in case it happens to us.
Thursday, October 15, 15
@ParkHowell
Powerful stories use urgency,
Thursday, October 15, 15
@ParkHowell
novelty and surprise
Thursday, October 15, 15
@ParkHowell
to deliver a Truth .
Thursday, October 15, 15
- Joseph Campbell
“We’re not on our journey to save the world but to save ourselves. And in doing that you save the world.”
Thursday, October 15, 15
What’s Your Story?
Copyright Park&Co, 2013. All rights reserved.
Thursday, October 15, 15