we humans have always been obsessed with communicating

It's how we turn ideas into the glue that binds us together

into tribes and societies, in oral traditions

an idea spreads from person to person everyone briefly owns it

modifies it and can choose to pass it through social networks or let it die

its survival of the fittest and only the most compelling ideas thrive

but the last 100 years of the broadcast you're a changed all that

here audiences became consumers have ideas not participate in spreading them

Brandon causes with access to broadcast could guarantee attention

became survival of the richest now that the broadcast your is ending

what will come next %uh with audiences again in charge of what ideas they seek

skipping pass along we are entering a time that looks like a digitally

empowered version of the

oral tradition %uh the digital world era here its survival of the fittest again

and what kind of ideas survive in any world tradition stories

it's time we all became storytellers again but help

it starts by thinking if your brand itself as a story every communication

you create is another chapter in an

unfolding epic starring you and your audience on the surface have any story

you find characters settings conflict none of these things are placed there by

chance

every visible elemental well told story is the article is Trick or Treat about

the world

a moral of the story morals are themselves expressions and values that

the storyteller wants to share

different values Creed vastly different worlds and story surfaces

Joseph Campbell the studied stories across cultures in millenia

discovered the most universally successful stories were myths

call audiences to hire human values like community

justice

truth and self-expression Campbell also uncovered the Hero's Journey

a formula for iconic storytelling that has always work

we still see it everywhere and it provides huge insights for a story based

brand

an unlikely hero a powerless outsider models through a broken world

she wants to live out her higher values but feels powerless to do so

then she meets a mentor who tells her so much more as possible

he gives her a magic gift and call sir to a dangerous adventure of

self-discovery

on this adventure she confronts the evil source in the world brokenness

and sees a treasure with which he comes back to heal society

audience is thrilled to hear this story again and again

brands can use this formula to become storytelling master's tea

how star with the hero this year doesn't start out as the insider

the one with the power she's an outsider to your brand so

she's not you the hero of your story is your audience

so if you're not the hero who are you the mentor

you are the character that reveals more as possible

you work to connect audiences to their deeper values you teacher Corps truth

moral of the story the provide spoke to heal a broken world

stop talking about how great you are and start telling stories about how great

your audience can be

and give them a magic gift something that makes the adventure you're offering

seem likely to succeed a great brand gift has taken good story brands and

made them cultural icons

any brand could become a story brand by finding its relevance in its values

its consistency by building every communication around its moral

it finds resonance in its unique voices mentor rather than hero

and its differentiator its gift but that's the easy part

in the transparent world to the Detroit you're a mythic success will take

something more

a commitment to live the higher values US pals those that don't

will lose credibility and their stories with brands brave enough to live their

values will reach iconic status and laid out to destroy lansky

they will tell the stories and create the myths that will win

the story

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