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Storytelling: Using Story to Influence and Connect

with Stefan Mumaw

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  •   01 How To Watch This Class

    01:26
  •   02 Class Introduction

    09:44
  •   08 Storybuilding: Character Development

    06:46

Class duration: 2h 7m

See all 10 lessons
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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.

Topics Covered


Lesson Plan

  1. 01

    How To Watch This Class

    01:26
  2. 02

    Class Introduction

    09:44
  3. 03

    The Impact of Story

    07:29
  4. 04

    Story is Marketing

    08:34
  5. 05

    Defining Story Structure and Emotion

    28:17
  6. 06

    Creating a 5 Part Story Structure

    20:12
  7. 07

    Storybuilding: Start with Emotion

    07:40
  8. 08

    Storybuilding: Character Development

    06:46
  9. 09

    Storybuilding: Creating Tension

    08:00
  10. 10

    Storybuilding: Protecting the Reveal

    29:40

Meet Your Expert

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. ... read more

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Bonus Material

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  • pdf Video Links

95% of students recommend this class.
See what some of them have to say.

  • Mary Rainwater

    Mary Rainwater

    August 2018

    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".

  • rachel

    July 2017

    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!

  • AnissaT

    AnissaT

    July 2017

    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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