Storytelling: Using Story to Influence and Connect

 

We are all storytellers. Few of us are storybuilders, capable of not only understanding the structure of story but able to use it to connect to the people that consume it. Story has a form, one that Stefan Mumaw, the Director of Creative Strategy at the well-known story shop Hint, is going to break down for you. He’ll lay out the structure of story and use real-world examples to show how each story component is used to build an emotional bridge. Bring a few tissues, story has a knack for producing both tears of laughter and empathy and Stefan will use both to show just how powerful story can be.

In this class you’ll learn:

  • How to create emotion
  • Story structure
  • Character development. Associating characters of a brand with characters
  • Rational and emotional purchase drivers

Stefan reminds us that target audiences are made up of individuals, and for the message to be effectively received, it needs to be couched in a story that speaks to what motivates people, thus awakening a response.

 
 
 
 

Reviews

  • GREAT CLASS!! Loved the content. Engaging speaker and wonderful examples shared. Took a lot from this class that I will bring back to my daily creative work!
  • Stefan was an amazing speaker... He provided great detail in explaining the structure of a story, and his example/videos really drove home the points he was making... He had wonderful real-world professional experiences to share.
  • Stefan's a truly compelling speaker. I listened to the free online version of the course a couple of times (with some breaks when I had to leave). It's a good commentary on storytelling principles and what makes a good story. His examples come from big brand packaged goods (such as beer), which are sold more on emotion. They're a good way to see story structure and his video examples are entertaining and spot on.