Storytelling: Using Story to Influence and Connect
with Stefan Mumaw
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01 How To Watch This Class01:26
02 Class Introduction09:44
About The Class
Craft effective stories
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.
How To Watch This Class01:26
The Impact of Story07:29
Story is Marketing08:34
Defining Story Structure and Emotion28:17
Creating a 5 Part Story Structure20:12
Storybuilding: Start with Emotion07:40
Storybuilding: Character Development06:46
Storybuilding: Creating Tension08:00
Storybuilding: Protecting the Reveal29:40
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. ... read moreSee instructor's Classes
94% of students recommend this class.
See what some of them have to say.
Outstanding class. Stephan Mumaw is a wonderful presenter with a wealth of knowledge. He delivers a ton of information in an organized and fun way! As a fiction writer,I was unsure if this course would be all that helpful. However, once I realized that the "product" I was selling was the "theme" (the unspoken moral throughline) of my story everything clicked into place! I highly recommend this course to all writers who wish to better "sell" their own "product".
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.
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