# Storytelling: Using Story to Influence and Connect with Stefan Mumaw Canonical URL: ## Overview 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 who 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. ## Instructors ### Stefan Mumaw Stefan Mumaw is the Director of Creative Strategy at Hint, a Kansas City creative content & experience design shop. Previously, he peddled his wares as Creative Director for Callahan Creek, The Brainyard and REIGN. He's led creative efforts on brands large and small, including Roland, Pioneer, Coca-Cola, Sony, Hurley, Tyson, Tennisset.com, Westar Energy, Elanco, Chevrolet, and Hallmark. ## Pricing **Tuition:** $29