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Storytelling: Using Story to Influence and Connect

via CreativeLive


We are all storytellers. Few of us are storybuilders, capable of not only understanding the structure of story but able to use it to connect to the people that consume it. Story has a form, one that Stefan Mumaw, the Director of Creative Strategy at the well-known story shop Hint, is going to break down for you. He’ll lay out the structure of story and use real-world examples to show how each story component is used to build an emotional bridge. Bring a few tissues, story has a knack for producing both tears of laughter and empathy and Stefan will use both to show just how powerful story can be.

In this class you’ll learn:

  • How to create emotion
  • Story structure
  • Character development. Associating characters of a brand with characters
  • Rational and emotional purchase drivers

Stefan reminds us that target audiences are made up of individuals, and for the message to be effectively received, it needs to be couched in a story that speaks to what motivates people, thus awakening a response.


  • How To Watch This Class
  • Class Introduction
  • The Impact of Story
  • Story is Marketing
  • Defining Story Structure and Emotion
  • Creating a 5 Part Story Structure
  • Storybuilding: Start with Emotion
  • Storybuilding: Character Development
  • Storybuilding: Creating Tension
  • Storybuilding: Protecting the Reveal

Taught by

Stefan Mumaw


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