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The hero’s journey
How to find the perfect story at your company
The origins of the hero’s journey
American myth researcher Joseph Campbell is considered the discoverer of the hero’s journey as we know it. His research showed that even primitive peoples used to tell stories to learn from each other and that all of them followed a similar pattern.
US screenwriter and publicist Christopher Vogler realised the importance of this basic formula or template for successful entertainment. His memo about the “journey of the hero” impressed Disney and earned him an engagement as story consultant for “The Lion King”. And the rest is – you’ve guessed it: (hi)story!
US screenwriter and publicist Christopher Vogler realised the importance of this basic formula or template for successful entertainment. His memo about the “journey of the hero” impressed Disney and earned him an engagement as story consultant for “The Lion King”. And the rest is – you’ve guessed it: (hi)story!
Act 2
Initiation: the world of adventure
6. Experimenting with the initial change: From now on, the world is separated into good and evil. The hero masters some challenges and trials. He overcomes dangers, defeats enemies and finds out who’s on his side and who isn’t – in other words, he learns to navigate the rules of the new world.
7. Approaching the innermost cave: The hero comprehends the situation as a whole and encounters his biggest (inner) enemy. He’s the exact opposite of all good traits, hopes and dreams. A showdown is imminent.
8. The ordeal: The critical turning point, the biggest change in the story, takes place. It’s a matter of life or death and afterwards nothing is like it was before. In the moment of his biggest fear, the hero encounters a reflection of his own dark side.
9. The reward and seizing the sword: The hero has completed his task and is rewarded with the “elixir”. He identifies what he wants to do in the future, feels alive and powerful. His confidence has grown. Time to celebrate.
7. Approaching the innermost cave: The hero comprehends the situation as a whole and encounters his biggest (inner) enemy. He’s the exact opposite of all good traits, hopes and dreams. A showdown is imminent.
8. The ordeal: The critical turning point, the biggest change in the story, takes place. It’s a matter of life or death and afterwards nothing is like it was before. In the moment of his biggest fear, the hero encounters a reflection of his own dark side.
9. The reward and seizing the sword: The hero has completed his task and is rewarded with the “elixir”. He identifies what he wants to do in the future, feels alive and powerful. His confidence has grown. Time to celebrate.
The journey from company hero to successful storytelling
Questions that’ll get you a step closer to the hero’s journey
- Which topics and, more importantly, problems and challenges are your customers and partners confronted with in their everyday lives? Don’t shirk the uncomfortable!
- What hopes and dreams do your heroes want to turn into a reality?
- In which situations do customers (maybe unexpectedly) come in contact with your brand?
- When and where did certain products and services help them?
- Are there any little adventures hidden in your customer surveys that you should revisit?
- Which positive experiences with the company do people within the company talk about? (Potential) employees can become heroes too, after all …
- Can the company history be turned into a thrilling epos?
Additional tips:
- Keep it short and crisp, so the story can be followed all the way to its ending. Especially on social media, people’s attention is a highly coveted asset.
- Dramatic composition including an arc of suspense is an essential component of every great story.
- As is a golden thread that is created by recurring symbols.
- Ideally, the connection to the company is established subconsciously throughout the story and not by blatantly naming the brand.
Need more examples? Marketing campaigns as the ones by Obi, Nivea or Edeka show how diverse corporate storytelling can be.