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Business storytelling hacks: how to apply story archetypes to business storytelling

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Business presentations are a form of storytelling. Most of the time they don't work just because they don't have an overarching principle, drama or meaning.

This presentation outlines the most popular types of business pitch/presentation story structures and defineds what they mean.

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Business storytelling hacks: how to apply story archetypes to business storytelling

  1. 1. BUSINESS STORYTELLING HACKS how to apply story archetypes to business storytelling
  2. 2. Business presentation is just another form of storytelling. Some of the stories might be good, most of the time they just plainly suck. TRUTH BE TOLD
  3. 3. this is your remedy for elaborate selling techniques. Helps you dispel the storytelling magic. IF YOU ARE THE ONE LISTENING
  4. 4. use the basic storytelling plots to create a backbone for the presentation or pitch. As they put it "people don't hate selling, they hate bad selling“. And remember your pitch sucks as much as does your story. IF YOU ARE SELLING
  5. 5. 5 STORY FRAMEWORKS …that provide structure and drama to you business pitch or presentation. Well go through all five of them to see what everything is about.
  7. 7. good vs evil you can always recognize the monster narrative through the good and evil opposition – somebody has to be the evil incarnate that works against you and (of course) the society
  8. 8. The most prevailing story type in the market. Business people and marketers use it a lot. It comes together with military vocabulary. It begins: "your biggest competitor is... planning... attack...must win battles...confrontation...retreat...tactics...strate gy...overcome..." THE MONSTER HUNT … …
  9. 9. In this case, the presentation follows the pattern: 1. identify the monster 2.describe how evil it is 3.define what awaits everyone if the monster is 4.not defeated 5.propose a plan 6propose help 7.announce call-to-arms (i mean action) STORY PATTERN …
  10. 10. THE QUEST
  11. 11. effort vs inaction a quest narrative wouldn‘t be a quest narrative, if there weren‘t some clear rewards involved – but also it entails starting doing something, i. e. performing a glorious task that will change the world
  12. 12. We all know that most businesses are risk- evasive. They won't do anything to break new ground or even counter-intuitively try to achieve twice as ambitious goals with business models that were outdated by 80's standards. RISK AVERSION …
  13. 13. Change is hard for everyone. So it has to be the princess, the castle, the goldmine or anything else shining in the distance. You have to shed the light. And then tell that that they will have to pass the hazardous land of Mordor in order to get it. No pain no gain. THE LURE …
  14. 14. For this narrative you will definitely need: 1. to establish the final reward and its role in the winners life 2. describe what it takes to set out on the quest and how much resources it will require 3. have a map THE LURE …
  15. 15. THE VOYAGE
  16. 16. known vs unknown voyage narrative means going into the unknown and accepting the fact that you are not able to control and know everything
  17. 17. The unknown holds the answers. Only by doing what has not been done before you can find the true meaning and move on with your business plans. This story is about the fact that no matter how much you know and how much data you have amassed, you still have to face risks. INTO THE UNKNOWN …
  18. 18. RAGS TO RICHES
  19. 19. obscurity vs success we all know those stories about main characters that clean shoes for others, but who are destined for so much more. It’s written in the stars as they say.
  20. 20. It's the story about the rise from insignificance to viral existence. This is the story about the magical shoe, the pumpkin carriage and the prince. MAGICAL SHOE …
  21. 21. But somebody has to discover you. So you have to do everything to be discovered, to be found and put on pedestal. This story is about the breakthrough. The story of a startup fed to an aging company. THE PRINCE …
  22. 22. REBIRTH
  23. 23. corrupted vs pure this is like the ultimate toxicity test – there is shit in your system and you have to get it out. The usual problem is that you don’t know what’s wrong with you in the first place.
  24. 24. The rebirth story is a bit different from RAGS to RICHES narrative in a way that it is about getting back to the throne kind of narrative. Something became corrupted and rotten within the company, a curse fell on it - you have to find it and get rid of it once and for all. THE CURSE …
  25. 25. This is the derailed giant story. Your personal Game of Thrones episode where you are the one who gets his/her revenge. Let’s admit it – it is also one of the best consulting story patterns. This is Rocky Balboa getting in form and getting back his title. THE COMEBACK STORY …
  26. 26. For storytelling to work, for the listener to believe and for the teller not to suck, the story has to be told and constructed together. The structure and narrative has to emerge as a narrative that the listener is equally taking part in. Only then, it would make perfect sense for everyone. THE ANSWER
  27. 27. SEMIOSEARCH.LT A n d r i u s G r i g o r j e v a s