Build Your Business Stories (StorySD Series 2)
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StorySD is a transmedia storytelling project whose focus is on transmedia storytelling, business storytelling, content marketing and digital media. It was born in 2017 with the aim to help professionals to implement storytelling to their businesses. Students can also benefit from this project. Each week a new episode is released in three different formats: podcast, video and transcription. If you wish to dive deeper on a particular topic, you can go to StorySD.com and access hundreds of recommended resources like articles, books, podcasts and videos. StorySD takes you on a journey as if you were a sea explorer, looking to discover new worlds, like the Portuguese did six centuries ago. The path is full of unknown dangerous and uneasy waters but you’ll gain tools to achieve your your business goals. Join this adventure by visiting StorySD.com and subscribing to our newsletter. This eBook includes StorySD episodes, which were released between June 8 and September 28, 2017. In these episodes, you’ll learn how to build your business stories.
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Build Your Business Stories (StorySD Series 2)
- 4. 1 StorySDisatransmediastorytellingprojectwhosefocusison transmediastorytelling,businessstorytelling,contentmarke ngand digitalmedia.Itwasbornin2017withtheaimtohelpprofessionals toimplementstorytellingtotheirbusinesses.Studentscanalso benefitfromthisproject. EEachweekanewepisodeisreleasedinthreedifferentformats: podcast,videoandtranscrip on.Ifyouwishtodivedeeperona parculartopic,youcangotoStorySD.comandaccesshundredsof recommendedresourceslikearcles,books,podcastsandvideos. SStorySDtakesyouonajourneyasifyouwereaseaexplorer,looking todiscovernewworlds,likethePortuguesedidsixcenturiesago.The pathisfullofunknowndangerousanduneasywatersbutyou’llgain toolstoachieveyourbusinessgoals.Jointhisadventurebyvising StorySD.comandsubscribingtoournewsle er. TThiseBookincludesStorySDepisodes,whichwerereleasedbetween June8andSeptember28,2017.Intheseepisodes,you’lllearnhow tobuildyourbusinessstories. Ifyouhaveanyquesons,youcanreachmeat soraia.ferreira@yellow.pt. #KeepMovingForward SoraiaFerrreira AboutStorySD
- 8. 5 Whenwringastory,meisanessen alelement. HaveyoueverwatchedthefirstepisodeoftheEmmyaward-winning series“ThisisUs”? A erIwatcheditforthefirst me,Ihadtore-watchit.Itblewmy mindthewaytheelementof mewasused. TTheepisodestartswithfourcharactersturningthirty-sixyearsoldon thesameday. Randallisaverysuccessfulmanwithawonderfulfamilybutwiththe painofneverhavingmethisbiologicalfather. Kevinisanactornothappywithhissuccessfuljob. Kateba leswithherweight. Finally,Jackcouldn’tbehappierwiththearrivalofhistriplets. OOnlyattheend,a erhavingfollowedthelivesofthesefour characters,werealizetheepisodeissetintwodifferent melines. JackisthefatherofRandall,KevinandKate.Theyallsharethesame birthday! It’squiteremarkablehowthisseriesisabletoentwinethedifferent melinesandmakethestorymoveforward. TThisexampleshowsyouthetrueimportanceof meinastory.One mustbemindfulofitandsetthestorydetailsaccordingly.Ifyoufail todothis,contextislostandyourclientswillbelosttoo.Time providescontext. #15Whyis meimportantinastory?
- 9. 6 Exposionisadeviceusedtointroducebackgroundinformaon aboutevents,se ngs,charactersandotherstoryelements.This meansthat,withoutit,nothingwillmakesense. However,exposioncanbedifficulttodigest.Itcanbecomeboring veryquickly.Youdon’tneedtogiveallthedetailsbutyouneedto givetheessen aldetailsthatwillframeyourstory. TTheopeningofoneoftheepisodesof“Cosmos:ASpace me Odyssey”issetintheearly19thcentury.WilliamHerschelandhis sonJohngoforawalkonthebeach.Johnlooksatthesky, mesmerizedbythestars.Hisfatheraskedhim:“Johndoyou understandwhatisthemagictrickthelightplayswith me?”and Johnanswered:“Nodad,Idon'tunderstand.Canyouexplainitto me?” WWilliamproceedstoexplaininalanguagesuitableforachildthat whenwelookatthestarsandweseetheirlight,wearelookingback in mebecauselighttakesalong metoreachearth.Some mes,we mightbelookingatstarsthatnolongerexist.Weareinfactseeinga pictureofthepast. Thiswasawellthoughtoutwaytointroducehistoricalfiguresand scien ficconcepts. ExposionisesseExposionisessen alineverystory.Makingitengagingisa challenge.StephenKinginhisbook“OnWring”saysdescrip on firstappearsinthewriter’simaginaonbutshouldfinishinthe readers’. Kingalsotellsusabouthisstrugglestobecomesuchasuccessful writer.Oneofthemostmemorablestoriesyoucanfindinthisbookis #16What’stheroleofexposionina story?
- 11. 8 Astorytakesplaceinaworld,whichhasitsownrules,placesand possibilies. IIn1931,HenryBeckworkedasaLondonundergroundengineer.In hisspare me,hedrewaneverbeforeseenmap.Thismapwasn’t geographicallycorrect.Instead,itaddressedhowpassengerscouldgo fromonestaontotheother.Basedontheconceptofanelectrical schemac,inhismap,allstaonswereroughlyequallyspaced.Each linehaddifferentcolors. LLondonUndergroundwasveryskep calofBeck'sradicalproposal buttwoyearslater,itreleasedasmallpamphletwiththemap,not sureoftheresults. HenryBeck’smapwasasuccess.Un ltoday,amapbasedonthis visionisusedaroundtheworld. IInthebusinesscontext,thestoryworldofyourstoriesalreadyexists butalotof mesyourcustomersdon’tunderstandit.Makesurethey do. IIfyouarelookingtogetmoreinformaonabouthowyoucanbuilda storyworld,youcanwatchKateEdwards’keynote tled“A Geographer’sGuidetoBuildingGameWorlds”.Init,Kategivesalot ofinsightsonhowtobuildworlds.Forexample,thethreestepsto buildstoryworldsare:setthecontext,determinethecomplexityand createwithintent. #18Howtobuildastoryworld?
- 12. 9 Thousandsofyearsago,ourancestorsspentmostoftheir me lookingforfoodandrunningawayfrompredators.Thiswasun lthey discoveredhowtomakefire.Thiswasanincingincidentinhuman evolu on.Fromthatpointon,ourplaceinthefoodchainchanged. Therewasthepossibilitytocookfood,tobekeptwarmandtokeep thepredatorsaway. FFirelightextendedthedayandprovidedmore metootherpurposes likegatheringaroundthefireandlisteningtostoriesaboutpersonal experiences,howtoavoiddangerorhowtohuntmoreeffecvelyas ateam.Socialanthropologistsbelievestorytellingmadeup80 percentofthefiresideconversaons. IIt’simportanttokeepinmindeverystoryhasanincingincident. JosephCampbellcalleditthecalltoadventure.RobertMcKeethe incingincident.Thisisthemomentthatchangeseverythinginyour story,pushingthecharactersoutoftheircomfortzone. IIfyouwanttoreadmorestoriesaboutincingincidentsthatchanged ourworld,watchthedocumentaryseries“Origins-theJourneyof Humankind”byNaonalGeographic.Eachepisodeisdedicatedtoa differentfieldandit’sfulloforiginmoments. #19Whatistheincingincidentinastory? Whencreangastory,it’simportanttothinkaboutcreang progressivecomplicaons.Thismeansthelastcomplicaonmustbe themostdifficulttoovercome,whilethefirstonemustbetheeasiest. #20Howtobuildprogressive complica onsinastory?
- 14. you’llgettoknowthestoryofthedracolizard.Thislizardisthesize ofapencilandlovestoeatants. Atthebeginningofthisstory,it’slookingforatreewithnoother lizardsbutendsupinatreewherealargermalelizardlives. Onlyonecanremaininthetree.Whatwillbetheoutcomeofthis confrontaonbe? TThisconfrontaonistheclimaxofthestory,themomentofgreatest tensionanddoubt. Allofasudden,thesmallestdracolizardjumpsandthislizard’s specialabilityisrevealed.Itcanhoverandtravelover100feetina singleleap. TThewaythefilmmakersshootthismomentalsocontributestoan effecveclimaxsinceitwasshottowardsthesky.Thelizardlookslike it’sflying,justlikeadragonwould. Onceupona me,therewasapilgrimheadingtoSan agode Compostela.HestoppedatBarcelostorestbutbeforecon nuinghis journey,hewasarrestedforrobbingsilver. Hewasimmediatelybroughtinfrontofajudgethatwasthrowinga hugebanquet.Thejudgedidn’thaveanydoubtstosentencehimto death. TThepilgrimwasdesperate.Helookedtotheroastedroosterinfront ofhimandsaid:“It’sascertainasIaminnocentthatthisroosterwill crow!” #22Whatistheresolu onofastory? 11
- 15. Everyonelaughedbutthentheroastedroostercomebacktolifeand crowed.Allwerespeechless. Thepilgrimwassetfree,con nuedhisjourneyandlivedhappilyever a er. ThisisthelegendofthePortugueserooster,oneofthebiggest symbolsofPortugal. TThelastseconofthisstory-“livedhappilyevera er”-isits resolu onandit’stheresolu onofmostfairytalestories. Theresolu onofthestoryiswhatcomesa ertheclimax.It’swhen themainproblemisresolved,wheretheeventsandcharactersreturn totheirnormallives. Don’tforgettoincludesomekindofresolu ontoyourstorysince endingattheclimax,usuallymakestheaudiencefeelunsasfied. It’simportantforyouraudiencetopicturethecharactersintheir heads.Somecharacteriscsmaybele toyourreader’simaginaon butyoushouldhaveathoughtoutdescrip onaspartofyour developmentprocess. Rememberthemovie“StarWars-EmpireStrikesBack”?There’sa scenebetweenDarthVaderandLukeSkywalkerwheretheyare dueling. TTheinformaonwehaveisDarthVaderistheevilestcharacterthat everexistedandLukeSkywalkeristrainingtobecomeaJedi. #23Howtodescribecharacters? 12
- 16. Duringthefight,DarthVadercutsLukeSkywalker'shandandhetries tolureLuketothedarksideoftheforce.S ll,Lukerefusesthiscall un lDarthVadersays:“LukeIamyourfather”.Lukescreams. ThisisoneofthemosticonicmomentsfromtheStarWarsSaga. WWhenGeorgeLucaswaswringthisepic,heknewhisstorywas aboutafatherandhistweens.Eventhoughhehadthisinformaon, heonlyrevealedittothepublicwhenthe mingwasright.It’sonlyin thesecondmovieweknowwhoLuke'sfatherisandit’sonlyinthe thirdmovieweknowwhoLuke'ssisteris. Knowingwhentorevealcertaininformaontothepublicwillmakeor breakyourstory. IIfyoureadthebook“TheWonderbook:TheIllustratedGuideto CreangImaginaveFicon”byJeffVanderMeer,you’llfindasecon tledge ngtoknowyourcharacter.Herearesomepointsyouneed tothinkaboutwhenyou'redescribingyourcharacters:physical appearance,kirksofbehaviororthoughts,habits,beliefs,hopesor dreams,talentsandabilies,insecuries,secretsandlies. Whenyoubuildyourstory,thecharacterdevelopmentofyour antagonistneedsasmucha en onasthecharacterdevelopmentof yourprotagonist.Onlywhenthetwoforcesarematched,doyouhave apowerfulstory. Intheepisode“Grasslands”from“PlanetEarthII”,there’sasegment, whichshowstheCariboubabiesbeingborn.Theyimmediatelystand #24Whyshouldtheprotagonistandthe antagonistbematched? 13
- 17. 14 upandexperimentwiththeirlegs.Thisskillisvitalfortheirsurvival because,onlyacoupleofdaysa ertheirbirth,theyneedtostarta longjourneywheretheywillencountermanyArcWolves,their predatorsakatheantagonistsofthisstory. Inthenextshot,awolfgoesa ertheherdandoneoftheCaribou babiesgetsseparated.Inthischase,wedon'tknowwhoisgoingto win. OOnoneside,wehavetheArccWolfthatisfasterandontheother side,wehavetheCariboubabythathasmorestamina. A eracoupleofseconds,wehavetheoutcomeofthischase.This metheCariboubabywon. Whenitcomestostory,charactersplayavitalrole. Usually,storiesrevealusasinglecharacterpointofview.This characterisourwindowtothestory.However,havingmulplepoints ofviewcanincreasethetensionofyourstory. AAcoupleofyearsago,Iheardthebooks“TheMalediconTrilogy”by DanielleL.Jensen.Inthesethreebooks,wegettoknowthestoryof Cécile,ayoungfarmergirl,whotrainedallherlifetobecomean operasinger. OOneday,shewaskidnappedandbroughtbeneathamountain.There, shemetthemagicalkingdomoftrolls.Themore meCécilespent withthetrolls,themoresheunderstoodtheirstruggles.Trollswere #25WhatcharacterPOVdoIneedto choose?
- 20. 17 Thesecondop onwastouseastylusbutpeoplewerealwayslosing it. Thethirdop onwastousethedeviceeveryoneusestopointevery singleday-thefinger. CanyouseethestorystructureinJob’spresentaon? TTheiPhoneistheheroofthestoryandthevillainsarethe compe on.Theobstacles/progressivecomplicaonsaretheneed toremovethekeyboard,tonotuseamouseorthestylus.Theclimax issolvingtheproblem:thecreaonofthemul-touchtechnology. TTogetmoreinformaononnarravetechniques,checkoutthebook “VideoGameStorytelling:WhatEveryDeveloperNeedstoKnow aboutNarraveTechniques”byEvanSkolnick.Inthisbook,youcan findalltheconceptsofstorytellingandexamplesthatwillhelpyou buildyourownstories.Regardingtheheroofastory,Evansaysthis charactertypicallystartsthestorydown,incompleteandunsasfied. It’sduringthejourneyhegrowsandeventuallyachievesastateof complcompletenessandsasfacon. Inthe15thcentury,sailorscouldn’tpasstheCapeofStorms,because thiswasthehomeofAdamastor,agrotesquemonsterwithgrizzly hair,ablackmouthandyellowteeth. A ermanyfaileda empts,BartolomeuDias,acourageoussailor, defeatedthemonsterdiscoveringanewroutetoIndia.Fromthis pointon,theCapeofStormswasrenamedastheCapeofHope. LLuísVazdeCamõescreatedthisremarkablevillainintheepicpoem “Lusíadas”,whichunravelsthetalesofthePortugueseexpedions #28What’stheroleofthevillaininastory?
- 22. 19 Inyourstorybrand,it’simportanttorememberyourclientsarethe heroesandyourbrandplaystheroleofthementor. TTogetmoreinformaonaboutbusinessstorytelling,youcancheck thebook“TheStoryteller'sSecret”byCarmineGallo.Init,Gallo statesthatsuccessfulcompaniesandindividualsalwayssee themselvesasstorytellersfirst.Theycreatestoriesthatconnect deeplyandpassionatelywiththeiraudience,createdinanawaytofit howtheiraudienceconsumescontent.Therefore,youshouldsee yourselfasastorytellerandalwaysaimtoreachyouraudienceinan autheauthen cway. #30ConclusionSeries2–Buildyour BusinessStories Attheendofoneoftheepisodesofthedocumentaryseries “Cosmos:ASpaceTimeOdyssey”,thedifferenttypesoflightsare explainedinamasterfulway. Thereareradiolights,infraredlights,x-raylightsandothers.Allof thesetypesoflightsallowustoseedifferentthings.Theyallhavea specificpurpose. IIt’sthesamewithstories.Byaddingallthestoryelements,wecreate awellcra edstory. Intheselastfi eenepisodes,youhavenavigatedthroughthestory elementsaswellastheclassicalstorystructure.Nowit’s meto developyourownbusinessstories.
- 23. YoucanfindallStorySDepisodes-series2at h ps://storysd.com/episodes/series-2-build-business-stories/ Episode14-IntroduconSeries2–BuildyourBusinessStories Book-BigMagic:CreaveLivingBeyondFearbyElizabethGilbert Episode15-Whyis meimportantinastory? TVSeries-ThisisUs Episode16-What’stheroleofexposioninastory? BBook-OnWring:AMemoiroftheCra byStephenKing Episode17-Fromboringtojaw-dropping! DocumentarySeries-PlanetEarthbyBBC2006 Episode18-Howtobuildastoryworld? Lecture-AGeographer'sGuidetoBuildingGameWorldsbyKate Edwards Episode19-Whatistheincingincidentinastory? DDocumentarySeries-Origins-TheJourneyofHumankind Episode20-Howtobuildprogressivecomplicaonsinastory? Character-MoviesIceAge–CharacterScrat Episode21-Whatistheclimaxofastory? DocumentarySeries-PlanetEarthIIbyBBC Episode22-Whatistheresolu onofastory? DocumentarySeries-PlanetEarthIandPlanetEarthIIdiariesbyBBC EEpisode23-Howtodescribecharacters? Book-Wonderbook–TheIllustratedGuidetoCreangImaginave 20 RecommendedResources
- 26. 23 Bibliography