Stories shape who we are and what we do. In fact, we’re hardwired to turn our lives into stories because stories are how we make sense of the world.
For thousands of generations, stories were told out loud, from tales of caution or heroics, around the campfire, to today; in the pub with friends, through social media and in the brands we choose.
At the same time, there are many stories that we tell silently to ourselves – that constant little inner voice – about the choices we make or don’t make based on who we perceive ourselves to be – and the stories we save as the most important moments in our lives, as our memories.
It’s easy to see how stories are a cornerstone of how ideas and humans have grown and flourished. Stories are an effective way of sharing important information and ideas – and they make up a big part of our individual and tribal identities.
This is also why, after 100,000’s of years, stories are still a key part of how we sell new ideas in society today and why they are essential tools for marketers and innovators who look to tap into the stories that resonate the strongest.
As humans have evolved to process ideas through stories, stories have also evolved an optimum form.
Joseph Campbell’s study of over 40,000 stories, from aboriginal legends and religious texts to Victorian penny dreadfuls and Hollywood blockbusters, revealed a single most successful story structure, which he called the Mono-Myth or Hero’s Journey.
Long Run Works has created a Story Canvas – a tool that is the love child of The Hero’s Journey and the Lean Canvas – which we use to rapidly uncover the most important elements of the most important stories that any given audience holds. And to help people learn how to tell a stronger story about themselves, their idea or their business, to win support.