When most people think of story, they think simply of telling stories — and no doubt that is part of it. But the concept of story is more than telling stories. Story has a structure to it. The things that make story work are rooted deeper than recounting a series of events. Filmmakers know this. So do writers. In recent years, some CEOs and organization leaders have discovered it, and you should as well.
Take what is commonly known in the filmmaking world as "The Hero's Journey." The concept is that there is a standard structure to hundreds of films and stories that universally draws us in. The hero starts out in an ordinary (often boring) life, when something or someone calls him to an extraordinary world. He first resists the call, but an encounter with a wizard or mentor convinces him to enter his new world where he faces challenges and tests and trials often to the brink of death. With the help of a special item and the help of friends and allies, he makes it through and is now a new man. He heads back to his ordinary world but will never be the same.
Sound familiar? From The Wizard of Oz to Star Wars to some of your favorite romantic dramas and sports flicks, the pattern is there. George Lucas was quoted as saying that in Star Wars he was basically putting the Hero's Journey on screen. Slight variations have brought us hundreds and hundreds of stories — both fiction and real.
More could be said about other structures of common stories — rags to riches and boy meets girl to name a few. Understanding these structures has remarkable relevance for your message. Figuring out not only your story, but your role in the story of your customers or supporters is critical to cutting through the noise and making a connection — a connection that will last.
Some of the most popular organizations do this well. Apple gets it. So does Starbucks. Lego, Dodge Ram, and Disney World all get it. But you don't have to be a billion dollar company to get it and employ it. The same principles apply to a freelancer working out of a coffee shop, to every small business, to every non-profit and everyone in between.