How Full Monty Storytelling Can Drive Your Agency New Business

THE FULL
MONTYSTORYTELLING
by Park Howell
Copyright Park and Company Marketing Communications, Inc. 2015. All rights reserved.
Thursday, October 15, 15

@ParkHowell#StoryCycle

Helping Brands Create Abundance for the
Greater Good Through The Power of Story

“Don’t tell me to save
water. Show me how.”

@ParkHowellplant-something.org

@ParkHowell#StoryCycle ecodrivingsolutions.com

TheStoryCycle
How to craft and tell compelling stories that sell.
Copyright Park&Co, 2013. All rights reserved.

EXECUTIVE MASTERS FOR SUSTAINABILITY LEADERSHIP
Own the boardroom, break room, chat room and living room

We tell stories to make sense
of the world around us.

Behind every great brand
stands a great story

The masses are the media

“The human mind yields helplessly
to the suction of story.”
- Jonathan Gottschall
The Storytelling Animal

They’re all the same story.

To Be Continued...
Brand Rituals
Special World
Ordinary World
The Moral
Brand Ideal
Victory Is At Hand!
Brand Statement
The Road Of Trials
Brand Interaction
Enter The Mentor
Brand Promise/Gift/Personality
Villains, Fog & Crevasses
Antagonistic Forces
The Call To Adventure
Tension & Disruption
What’s At Stake?
Goals
Who’s Your Hero?
Customer Persona
Where In The World Have You Been?
Backstory & Positioning
Act I
Separation
Act II
Initiation
Act III
Return
The Story Cycle

MoralSuccessJourneyMentorObstaclesIncidentGoalsAudienceBackstory Ritual
ACT I ACT II ACT III
The Story Cycle

Story = Three Acts

Beginning Middle End

Act I

Where In The World
Have They Been?
1

Who’s Your Hero?
2

What’s At Stake?
3

The Call To Adventure
4

Villains, Fog And
Crevasses
5

Enter The Mentor
6

The Road Of Trials
7

Victory Is At Hand!
8

The Moral Of
Your Story
9

To Be Continued...
10

@ParkHowell
Our brain,

@ParkHowell
like the amoeba,

@ParkHowell
has one main goal: Survival.

@ParkHowell
We can go weeks without food,

@ParkHowell
days without water,

@ParkHowell
but only about 35 seconds without finding Meaning in something.

@ParkHowell
We constantly scan our environment,

@ParkHowell
probing for clues beneath the surface,

@ParkHowell
with an embedded app. called Curiosity.

@ParkHowell
Curiosity is our primal search engine that captures
insight, then filters it through past experience

@ParkHowell
to help our mind predict the future

@ParkHowell
in an endless battle to find Clarity in the chaos around us.

@ParkHowell
Nature helps in our hunt for meaning

@ParkHowell
by enticing us with story

@ParkHowell
to draw our Rapt attention.

@ParkHowell
We live vicariously through story,

@ParkHowell
trying on trouble,

@ParkHowell
to Learn what to do in case it happens to us.

@ParkHowell
Powerful stories use urgency,

@ParkHowell
novelty and surprise

@ParkHowell
to deliver a Truth.

- Joseph Campbell
“We’re not on our journey
to save the world but to save
ourselves. And in doing that
you save the world.”

What’s Your Story?
park@parkandco.com

How Full Monty Storytelling Can Drive Your Agency New Business

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How Full Monty Storytelling Can Drive Your Agency New Business