Dont Sell Your Story Tell It Crafting Narratives

About the Presenter: Brian Leonard Creative Director, Camp Creative Brian Leonard has had a

Humans need stories. Stories help us make sense of the world and allow us

Stories are how we communicate. They are how we connect with one another. COPYRIGHT

However, not every story or conversation is worthy of our time. Or attention. COPYRIGHT

If You Don’t tell Your Story Someone Else Will Daisy for Peace 1964 COPYRIGHT

If You Don’t tell Your Story Someone Else Will Morning in America 1984 COPYRIGHT

The Value of Brands Happiness Shared Experiences Nostalgia COPYRIGHT © 2014 CAMP CREATIVE

The Value of Brands Experts Innovative Ethical Tech Improving Lives Sophisticated COPYRIGHT © 2014

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Sales • Approach clients from

Narratives Touch the Entire Organization Sales Marketing • Messaging across channels ties into the

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Product • Rename products to

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Human Resources • Redefine the

Narrative Framework Three Act Structure Act III Setup Confrontation Resolution COPYRIGHT © 2014 CAMP

The Hero’s Journey Joseph Campbell COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Ordinary World Call to Adventure Refusal of the Call Return with

The Hero’s Journey Luke at Home Call to Adventure Refusal of the Call Return

The Hero’s Journey Luke at Home Leia’s Message Refusal of the Call Return with

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Rewarded

The Hero’s Journey: 4 Movies Step Hero’s Journey Framework Star Wars Finding Nemo The

Now What? What problem am I solving? What insights did I gain? Is my

The Four Steps of the Creative Process There IS a process. “Amateurs sit and

Your Journey Today Known Threshold Between Known and Unknown COPYRIGHT © 2014 CAMP CREATIVE

Your Journey Today Ordinary World Known Threshold Between Known and Unknown COPYRIGHT © 2014

Your Journey Today Ordinary World The Challenge Known Threshold Between Known and Unknown COPYRIGHT

Your Journey Today Ordinary World The Challenge Refusal of the Challenge Known Threshold Between

Your Journey Today Ordinary World The Challenge Refusal of the Challenge Meet the Mentor

Your Journey Today Ordinary World The Challenge Refusal of the Challenge Return to the

Recommended Reading The Hero With a Thousand Faces by Joseph Campbell The Seven Basic

THANK YOU. Need help telling your story? Contact Us. bleonard@campcreative. net @Brian_Leonard www. Camp.

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Don’t Sell Your Story, Tell It Crafting Narratives, Defining Brands with “The Hero Journey” Presented by: Brian Leonard Creative Director, Camp Creative @Brian_Leonard bleonard@campcreative. net COPYRIGHT © 2014 CAMP CREATIVE

Agenda & Housekeeping: Housekeeping Agenda ● Webinar Logistics ● Why does my brand need a story? ● The importance of stories ● What does brand mean? ● If you don’t control your story someone else will ● Storytelling technique and The Hero’s Journey ● Hero’s Journey Worksheet COPYRIGHT © 2014 CAMP CREATIVE

About the Presenter: Brian Leonard Creative Director, Camp Creative Brian Leonard has had a long circuitous route before landing at Camp Creative. He has worked on both sides of the camera, as actor and director and was a stand-up comic for 12 years; the San Jose Mercury once said that Brian “…is one of San Francisco’s most intelligent and funniest comedians. ” He has written for a varied cast of characters, from Caspar Weinberger and Sam Donaldson to Ellen De. Generes and numerous CEOS and executives. Brian wrote comedy for BBC Radio, was a story consultant for Pixar and had an animated series, Silicon Valley, optioned by Universal/MCA Television. Brian’s current role as Creative Director allows him to combine his love of story craft with visual storytelling. COPYRIGHT © 2014 CAMP CREATIVE

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Sales • Approach clients from partner, not vendor, perspective • Create clear value propositions for business decision-makers Product Human Resources COPYRIGHT © 2014 CAMP CREATIVE

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Product • Rename products to reflect broader narrative • Show product roadmap and connection to business strategy Product Human Resources COPYRIGHT © 2014 CAMP CREATIVE

Narratives Touch the Entire Organization Sales Marketing Narrative Strategy Human Resources • Redefine the company’s vision statement • Launch culture transformation initiative Product Human Resources COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Ordinary World Call to Adventure Refusal of the Call Return with the Elixir Meet the Mentor Cross the Threshold Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Call to Adventure Refusal of the Call Return with the Elixir Meet the Mentor Cross the Threshold Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Refusal of the Call Return with the Elixir Meet the Mentor Cross the Threshold Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Meet the Mentor Cross the Threshold Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Cross the Threshold Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Tests, Allies & Enemies The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star The Road Back Approach The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star The Road Back Luke and Allies Move Toward the Death Star The Reward Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star The Road Back Luke and Allies Move Toward the Death Star The Reward They Free the Princess COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star The Road Back Luke and Allies Move Toward the Death Star They have Death Star Information They Free the Princess COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Resurrection Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star has Moved Closer to the Rebel Camp Luke and Allies Move Toward the Death Star They have Death Star Information They Free the Princess COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Return with the Elixir Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines) Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star has Moved Closer to the Rebel Camp Luke and Allies Move Toward the Death Star They have Death Star Information They Free the Princess COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey Luke at Home Leia’s Message Must Help with the Harvest Rewarded Obi-wan Rescues Luke from the Sand People Escaping Tatoonie Luke Destroys the Death Star by Sacrificing Part of His Old Self (His Dependence on Machines) Lightsaber Practice, Han & Chewie, Stormtroopers, Rescuing Leia from Death Star has Moved Closer to the Rebel Camp Luke and Allies Move Toward the Death Star They have Death Star Information They Free the Princess COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey: 4 Movies Step Hero’s Journey Framework Star Wars Finding Nemo The Incredibles The Matrix Central Hero Luke Skywalker Marlin (Nemo’s Dad) Mr. Incredible & Elastigirl Neo 1 Ordinary World Luke at home Nemo and Marlin at school on the reef Mr I. at work and at home with family Neo at his job / computer 2 Call to Adventure Leia’s message Nemo is captured by scuba divers Mirage convinces Mr I. to use his powers again “Follow the white rabbit” 3 Refusal of the Call Luke has to help with the harvest Marlin is afraid of the open sea Superhero’s had too many lawsuits and stopped fighting crime Doesn’t trust Trinity at first, wants to leave the car 4 Meeting the Mentor Obi-wan rescues Luke from the sand people Meeting Dory / Meet the friendly sea turtle Get costumes from quirky designer Meets Morpheus / The Oracle 5 Crossing the Threshold Escaping Tatooine Marlin leaves the reef and goes after Nemo Mr I. gets captured and Elastigirl leaves to save him Takes the red pill, wakes up from the matrix 6 Tests, Allies, Enemies Lightsaber practice, Han & Chewie, stormtroopers Escaping shark feeding frenzy, struggle with angler fish, turtle friends Fighting on the villain’s island Training, learning Kung Fu, Fights Agent Smith 7 Approach Luke and allies move towards the Death Star Swallowed by whale, Dory communicates to him Escaping the island Cypher betrays them, Morpheus captured 8 Central Ordeal They free the Princess Marlin saves Dory from the Jellies Fighting robot attacking the city Rescue Morpheus 9 The Reward They have Death Star information Nemow is freed, Marlin and Nemo reunite City is saved Neo realizes his superpowers 10 The Road Back Death Star has moved closer to Rebel Camp Marlin lets Nemo break away the net t 3 Months later, a normal life EMP pulse saves the ship 11 Resurrection Luke destroys the Death Star by sacrificing part of his old self (his dependence on machines) Gang of fish from Dentist office escape New villains attack the city and they can be superheros again Trinity kisses Neo, he’s brought back to life 12 Return with the Elixir Rewarded with medals at the end Marlin no longer overprotective of Nemo Children’s super powers develop Neo makes a call then starts flying COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey for Your Brand - Worksheet Step Framework How to Fill in the Blanks Hero Identify your hero. This is likely your customer or end-user. 1 Ordinary World What is your hero’s ordinary world? Everything looks normal but something is wrong. What does that look like? Are they in an office, at home, or other? 2 Challenge What is your customer’s problem? What needs to be solved, fixed or changed in their lives? 3 Refusal Why wouldn’t your hero want to change? What’s stopping them from adopting your product / service today? The Hero is skeptical or something stands in his way. 4 Mentor Clarify: are you, your company, or your product the mentor in the story? You understand where your hero lives (problem state) and where they need to move to (solution state). This insight is what guides them. 5 Cross the Threshold What is your value proposition? What can you offer? This convinces the hero to Cross the Threshold. 6 Central Ordeal What is the Eureka moment? Does your hero save the day? Does she have an epiphany? 7 The Return What knowledge / power or insight does your hero bring back with them to their ordinary world? COPYRIGHT © 2014 CAMP CREATIVE

The Hero’s Journey for Your Brand - Worksheet Step Framework EXAMPLE: New “Ink Efficient” HP Printer & Ink Cartridges Hero Customer Carl. 1 Ordinary World Carl works from home and uses his printer often. 2 Challenge HIs current printer is out of ink, but the cost of replacing ink cartridges is astronomical! 3 Refusal Carl already owns a printer, why would he buy a new one? 4 Mentor Carl is introduced to the new HP printer with ink efficient technology. 5 Cross the Threshold Carl goes to Staples and sees for himself. 6 Central Ordeal Carl buys the printer. 7 The Return Carl is back at home working, without a care in the world. COPYRIGHT © 2014 CAMP CREATIVE

Now What? What problem am I solving? What insights did I gain? Is my brand in alignment with this insight? What story am I trying to tell? If it’s not clear to you, it will not be clear to your customers. COPYRIGHT © 2014 CAMP CREATIVE

The Four Steps of the Creative Process There IS a process. “Amateurs sit and wait for inspiration, the rest of us just get up and go to work. ” Stephen King On Writing: A Memoir of the Craft COPYRIGHT © 2014 CAMP CREATIVE

Your Journey Today Ordinary World The Challenge Refusal of the Challenge Meet the Mentor Known Threshold Between Known and Unknown Cross the Threshold Unknown Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

Your Journey Today Ordinary World The Challenge Refusal of the Challenge Return to the Ordinary World Meet the Mentor Known Threshold Between Known and Unknown Cross the Threshold Unknown Central Ordeal COPYRIGHT © 2014 CAMP CREATIVE

Recommended Reading The Hero With a Thousand Faces by Joseph Campbell The Seven Basic Plots: Why We Tell Stories by Christopher Booker Creativity, Inc. : Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire by Paul Smith TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks by Akash Karia The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One by Bernadette Jiwa Story. Branding: Creating Stand-out Brands Through the Power of Story by Jim Signorelli and Kendall Haven Made to Stick by Chip Heath and Dan Heath COPYRIGHT © 2014 CAMP CREATIVE