how to tell stories.
From speaking to and working with some of the biggest brands to local, home-grown businesses, there is one theme we’ve found among them — storytelling.
A few weeks ago, we were on a call with Leica about a potential project. We couldn’t have been more thrilled. Through our conversation, we learned something… that even one of the most premier camera-producing companies in the world has the same basic need everyone else does: “a good story.”
But not just a good story, a riveting one. One that moves people. One that inspires people. One that engages. One that…
Stories are what people, brands, companies, and organizations want.
When prompted, “What is a story?” ChatGPT replied:
"A story can have various meanings depending on the context. Here are a few common interpretations:
Narrative: A story is an account of imaginary or real people and events, often told for entertainment. This includes novels, short stories, myths, legends, and anecdotes.
Social Media: On platforms like Instagram, Facebook, and Snapchat, a story is a feature that allows users to post photos or videos that disappear after 24 hours. These posts can include text, stickers, music, and filters to enhance the content.
Journalism: In the context of news and journalism, a story refers to a report or article about recent events or developments.
Architecture: In building design, a story (or storey) refers to a level or floor within a building.
Personal History: A story can also mean a personal history or series of experiences shared by an individual, often to convey a specific message or lesson."
In simple terms, a story has a beginning, a middle, and an end.
Within that story, you introduce a character (who wants something), who is confronted with an issue (the catalyst of the film), and they meet someone who helps them (the guide — e.g., Yoda, Alfred, etc.).
Along the way, the character has a weakness that is exploited by the villain (antagonist) and therefore must decide to rise to the occasion (change as a result) and win the day (defuse the bomb before it goes off) or turn back to their old ways.
It’s complex, but at the same time, it’s not once you understand the framework.
Storytelling Framework
Let’s break down the 2020 release of Dolittle, featuring Robert Downey Jr., Selena Gomez, and Tom Holland.
At the beginning, we see an animation of Dolittle (the main character) and how his life started.
He had a remarkable gift and ability to speak to animals. Along the way, the Queen of England caught wind of it (foreshadowing) and asked for Dolittle’s help. As a result, the Queen offered Dolittle an estate to raise his animals (ostrich, polar bear, gorilla…).
Along the way, Dolittle met Lily, and they fell in love and were married.
Lily also shared this same passion and love for animals as Dolittle, but one day she left on a ship and never returned.
Dolittle’s heart was broken, and he never wanted to be around humans again.
However, all of that changed when Stubbins (the guide), a young lad who was guided by a talking parrot to Dolittle’s estate after accidentally shooting a squirrel.
While Stubbins spoke with Dolittle, Lady Rose (the Queen’s daughter) also appears at Dolittle’s home.
“You have been summoned by the Queen. She has fallen ill and needs your help,” says Lady Rose.
Dolittle doesn’t want to go, nor does he want to help the injured squirrel. Yet, once he concludes that he will lose his estate if the Queen dies (the catalyst), Dolittle heals the squirrel and goes to the Queen.
Can you predict what happens next?
7 Steps of Storytelling
Character
Catalyst
Guide
Decision (to journey to a world outside the character’s own)
Encounter Hardships (decide to go back or move forward)
Confront the villain
Hero has changed for the better
Now that you understand how stories are told, what do you think Dolittle did?
He went to a world outside his own (on an epic journey) to save the Queen. He encountered hardships, confronted the villain, and as a result, changed for the better.
Understanding this will help you predict how most movies will end, but it will also help you take your clients on this same journey. This framework is a universal language we all speak because, at some point in our lives, we’ve all sat down and watched a movie.
The next time you watch a movie for the first time, see if you can predict the ending before it happens.
Applying the Framework
From social media posts to the messaging on your packaging, the storytelling framework can be applied anywhere.
Who is your character? // Your customer
What is the catalyst in their story? // They’ve confronted an issue and need to take action to change their lives.
Who is their guide? // You are — the expert in your field
What decisions do your characters have to make? // Whether or not to engage with your product. Will it help them win the day and confront their villain with confidence?
What hardships do your characters face? // If you sell athletic clothing, perhaps it’s more breathable, looser clothing that is non-restrictive, so you can spend more time running and less time worrying.
How does your character confront the villain? // If you are in the business of selling online classes about gardening, the villain or villains could be a lack of knowledge, which you provide as the subject matter expert.
Once your character has confronted the villain, how has your hero changed for the better? // After taking your classes, consuming your product, or becoming a part of your community, they will be able to do x, y, or z (they have more energy, knowledge, wealth, etc).
By positioning yourself as the guide and not the character or hero, you will help them (your customers) venture to a world outside their own and equip them with the tools they need to confront what lies ahead — with confidence.