Skip to main content

Watch Preview

Storytelling: Using Story to Influence and Connect

with Stefan Mumaw

Log in or Sign up for FREE and get full access to these and thousands of other Open Lessons in our catalog! Watch 3 Lessons For Free

  •   01 How To Watch This Class

  •   02 Class Introduction

  •   08 Storybuilding: Character Development


Class duration: 2h 7m

See all 10 lessons
  • 13K students

    100% satisfaction guaranteed

  • 95% recommended

    20 student reviews

  • Access anytime


Get the Pass

starting at $25 $13/month*

Unlock this class plus 1500+ more >

Watch Now

You already have access!

Buy Class


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

  2. 02

    Class Introduction

  3. 03

    The Impact of Story

  4. 04

    Story is Marketing

  5. 05

    Defining Story Structure and Emotion

  6. 06

    Creating a 5 Part Story Structure

  7. 07

    Storybuilding: Start with Emotion

  8. 08

    Storybuilding: Character Development

  9. 09

    Storybuilding: Creating Tension

  10. 10

    Storybuilding: Protecting the Reveal


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,, Westar Energy, Elanco, Chevrolet, and Hallmark. ... read more

See instructor's Classes

Bonus Material

Access your course materials here!

Get access to exclusive bonus content when you purchase this class.

  • 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


    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.

    Similar classes you might like

    You know who’d love this class...?

    When gift-spiration strikes, grab it. Give this class to a friend who’d love it. For their birthday or just because. (Or just because you missed their birthday.)