Story drives everything.Branding, advertising, marketing, you name it.
But what’s a story?
Some argue that you can’t define “story.”You just tell it.You just feel it in your gut.
But that’s ridiculous.And an excuse to engage in lazy storytelling.
What a story isn’t
A story isn’t a list of facts about someone or something.That’s context.
A story isn’t a description of how something sucks.That’s a pain point.
A story isn’t how something makes you feel.That’s an experience.
A story isn’t the explanation of how something works.That’s a manual.
A story isn’t that a character achieves their objective.That’s the ending.
What a story is
A story is the thing that jolts a character from their current context and causes problems.A story asks a question that is impossible for the character to refuse, and joins them on their journey to answer it.
Don’t fall for the temptation to pick a single point in time or space and call it a story.It’s not.
Story is found in the gradual transformation of one thing into another.