The Era of Stories
Rolf Jensen, a prominent futurist from Denmark and former director of the Copenhagen Institute for Futures Studies, predicted that after the information age, we would enter the era of emotions and stories. (The Dream Society, 1999) He argued that in this new era, the emotional connection and the stories within products and services would become more important than their functional value or brand. He believed that the key to future business would be experience economy, where providing experiences and emotional engagement to consumers becomes the focal point.
Daniel Pink, known for works like A Whole New Mind (2005) and High Concept, High Touch, makes a similar claim about the future society. “High Concept” refers to the ability to create new ideas and stories based on creativity and imagination, and to communicate vision and meaning in simple, appealing, and engaging ways. Pink argued that the power of original thinking would grow and shift away from conventional frameworks. “High Touch” involves creating human relationships based on empathy and emotion, through interaction and understanding others, and designing experiences that put humans at the center. He foresaw a transformation from the analytical, productivity-driven industrial age to a society that values creativity and emotions. The focus would shift from efficiency and productivity to storytelling and emotional connection.
Though their predictions about the future society made in 1999 and 2005 may not have been entirely accurate, many industries still balance efficiency with imagination, stories, and emotions. However, as AI now excels at tasks that humans were previously better at—like efficiency and productivity—businesses will increasingly rely on more human-centered, emotional, and relational aspects, especially storytelling.
One of the most inspiring and insightful sources of ideas and techniques for storytelling is PIXAR Storytelling by Matthew Luhn, which provides valuable lessons on how to create engaging and emotional stories. Let’s look at some key takeaways from the book.
Hook : The hook is a mechanism that quickly captures the audience's attention and leaves a strong impression at the beginning of the story, making them want to continue.
- The first impression plays a crucial role in maintaining attention due to the primacy effect.
- This is why speeches or presentations often start with a “question” to spark curiosity. Therefore, asking a question that begins with "What if?" can be both simple and intriguing, effectively engaging the audience.
Examples:
- Ratatouille: What if a rat dreams of becoming a French culinary expert?
- Toy Story: What if a child gets a new toy to replace their most beloved one?
- Elon Musk (Tesla): What if we could create a car that runs entirely on electricity without the need for gasoline?
To transition from a hook to a full story, a logline needs to be developed.
(This should clarify the core structure of the narrative, including the hero, the goal, obstacles, and the transformation, and provide direction and organization.)
Change : Imagine watching a movie where the protagonist is already from a wealthy family, skilled in all sports, a great fighter, smart, and has a great personality. What kind of fun would there be? If a character has everything, wouldn't the story be about them losing something? To deliver an emotional impact, there needs to be growth and change in the character! Growth and change come with the painful and enduring process of human suffering. Though difficult, the "promise of change" stirs excitement in our hearts.
Every time the character faces obstacles or villains and feels frustrated, the story becomes more captivating. This is because "change" is a word that is both exciting and fearful for everyone. Change demands courage, commitment, and effort to step out of one's comfort zone. When this process is well-designed, it creates a powerful sense of empathy.
In Toy Story 1, at the beginning of the film, Woody is afraid of being abandoned by Andy and is somewhat arrogant. He is portrayed as an ordinary, relatable character. However, as the movie progresses, he transforms into a more considerate and leadership-oriented figure.
No one pays attention to stories that have no relevance to themselves. To establish a connection, the story must either align with the audience's or readers' interests or spark their curiosity. Achieving this requires in-depth research and a thorough understanding of the audience or customers.
A way to connect with more people is to choose universal topics. These could include everyday problems, fears, desires, or challenges faced within a specific industry. Within these categories, it’s important to identify detailed and concrete solutions.
Universal topics or everyday issues have the potential to foster connections that transcend gender, age, and culture, while also allowing for broader application of ideas.
Nevertheless, the scope of the audience and customers should remain specific, and the research about them must be meticulous and detailed.
Examples:
"Ten years after Disneyland opened, visitor numbers began to decline. For several years, it had been a magical playground for children, but as those children grew into teenagers, they stopped visiting Disneyland.
Pondering this issue, Disney asked his teenage daughter, Diane, the following question:
'What would make you want to come to Disneyland?'
Her response was straightforward:
'Dad! Boys!'
Rather than attracting boys or changing the rides, Disney addressed teenagers' desires by introducing nighttime events featuring music, dancing, and spectacular fireworks that lit up the night sky. As a result, the number of visitors doubled."
Even if the fundamental principles of storytelling are followed, a story without sincerity fails to wield the magical power that moves people’s hearts. A story lacking the storyteller's genuine feelings doesn’t inspire but rather gives the impression of manipulation or exploitation, often resulting in a negative response.
How can we create a genuine story that builds a strong bond with the audience?- The answer is simple: avoid pretending to be overly smart or strong. Instead, convey vulnerability honestly and authentically. Vulnerability plays a crucial role in storytelling, as it is the key to earning the audience’s trust and empathy.
- "Vulnerability is at the heart of storytelling."
- Showing moments of failure, giving up, or selfishness allows for a deeper connection with the audience. “Perfection” does not evoke empathy. Highlighting flaws and weaknesses demonstrates that transformation begins with vulnerability and success is achieved despite it.
Transforming Vulnerability into Strength
Social enterprises, established with the aim of creating social value, often struggle with weak profit models. Since early 2024, I’ve been volunteering to deliver lectures on business modeling and new project development for social enterprises. The first session of my lectures typically begins with an introduction from the attending company representatives.
During one such session, it was the turn of a vibrant and cheerful woman in her late 60s. She introduced herself as the founder of a social enterprise dedicated to helping individuals with autism achieve independence. The story behind her venture began more than 30 years ago when she discovered that her youngest son, struggling with learning difficulties, had been diagnosed with severe autism.
Faced with an outcome she couldn’t accept, she spent her days in tears before resolving to raise her son as best as she could. From that moment, she dedicated herself to figuring out how to nurture him into an independent member of society, often studying to make up for her own knowledge gaps. She described how many days were spent crying over her failures.
Years passed, and her youngest son is now in his 30s. He has a job and participates in society to a certain extent. Drawing on her personal journey of pain and triumph, she founded her social enterprise. Her company now operates programs designed to enable individuals with autism or physical disabilities to engage in various social activities, using her experience to guide and empower others.
Many social enterprises are born from stories like this—stories rooted in vulnerability and the desire to transform personal struggles into meaningful change.
- A compelling story must include ups and downs, climaxes and falls, twists and turns, as well as moments of denial and affirmation. These elements combine to ignite the audience’s interest, creating an irresistible narrative that keeps them captivated and unable to turn away. The same applies to businesses and brands.
- How can I apply this to myself? How should it be integrated into my business?
- "Your life and experiences are the best ingredients for creating an authentic story and the ultimate source of inspiration."
Ask yourself:
- When was I at my most courageous?
- When was I most embarrassed?
- When did something trivial irritate me the most?
- What was the most outlandish idea I ever imagined?
- "Emotion is the message!" Sincerity requires restraint. The message within a story should be discovered by the audience or customers themselves. If you provide too many hints, they lose the opportunity to actively engage with the story. Allow customers to interpret the message and arrive at solutions in their own way. Everyone finds their unique interpretation and path to the answers.
Film director Frank Capra once said:
"In my years of making dramas, I made a mistake. I thought drama was when the actor cried. But real drama is when the audience cries."
Structure: 6-Stage Framework :
1. Introduction
- This is the stage where the story is set, often beginning in an ordinary world with a vulnerable protagonist (product or service). The protagonist’s passion or driving desire, which can be anything, must be established at the start of the story.
- As mentioned under Sincerity, vulnerability becomes a weapon. The protagonist’s flaws or weaknesses are essential for balancing their desires. Limitations, imperfections, and defects make the character engaging and unique. Therefore, when defining a character, don’t hesitate to honestly embrace their vulnerabilities.
Questions to consider:
- Who is the protagonist?
- What passion or desire drives the protagonist?
- What does the protagonist want?
- Why do they want it?
- How will this story unfold?
2. Inciting Event
- At this point, the story takes an engaging turn. The inciting event occurs when the protagonist loses or has something (or someone) they cherish most taken away from them.
- Whether it’s loss or theft, this event acts as a device to propel the story forward, leveraging the protagonist’s passion. The audience begins to empathize with the protagonist and becomes curious to see how they will adapt, change, or overcome the new or unexpected circumstances.
3. Rising Conflict
- This stage involves a gradual intensification of conflict, with the story becoming increasingly complex as the audience follows the protagonist’s journey.
- The audience witnesses the trials the protagonist must endure to reclaim what was lost or the challenges they face to achieve their desires.
- Through these escalating conflicts, the protagonist undergoes transformation, learning, and awakening.
- To heighten audience engagement, the severity of trials and pain must steadily increase. The first conflict or obstacle should be relatively easy to overcome, but as the story progresses, the challenges should become nearly insurmountable. The greater the conflict, the more captivating the story becomes.
4. Crisis
- This is a pivotal moment in the story where the protagonist must choose between acting on the lessons learned throughout the narrative or giving up altogether.
"Will the protagonist remain stuck in the broken, ordinary, or vulnerable state shown at the beginning, or will they choose to embrace change?"
- At this stage, the audience is deeply invested, anxiously hoping that the protagonist makes the right choice. If the protagonist makes the right decision, the audience gains a sense of hope, believing they too can overcome life's hardships and change for the better.
"In nearly every film, a mantra emerges at the crisis stage. Similarly, in life, we need guiding principles to navigate moments of choice."
- If the protagonist chooses change, the story typically concludes on a positive note. If they reject change at a critical juncture, the story often ends tragically, serving as a cautionary tale. Positive transformation is equally vital for businesses. Companies on the brink of failure often resist change to maintain the status quo, leading to their downfall.
- Once the crisis concludes, the story moves toward its climax.
5. Climax
- This is the stage where the transformed protagonist overcomes the obstacles, limitations, and adversaries that have stood in their way.
- Every prior stage builds toward this climax, making it imperative to deliver the most thrilling, action-packed scenes.
- A crucial element here is that the protagonist's greatest weakness (vulnerability) is now transformed into their greatest strength. This transformation is the result of perseverance and countless efforts to improve and grow.
- The protagonist alone is capable of making the critical decision that leads to defeating the antagonist.
- In the story’s climax, when the adversary is finally defeated, it is the protagonist’s responsibility to deliver the decisive blow. This responsibility belongs solely to the protagonist.
- One key consideration: if the climactic victory deviates or stalls, the story becomes hollow and disappoints the audience. The final triumph must charge ahead without hesitation. Don’t delay the pivotal moment for the sake of a sequel; ensure the story delivers its resolution fully and with impact.
6. Conclusion
- Every loose end in the story must be tied up to ensure the audience doesn’t leave with lingering questions or dissatisfaction. This includes subplots involving secondary characters, all of which need to be resolved with care.
- A good, well-rounded ending leaves the audience with a sense of happiness and fulfillment.
[Using Incomplete Sentences]
- "Once upon a time": Introduction
- "And every day": Introduction
- "Until one day": Inciting event
- "Because of that": Rising conflict
- "Because of that": Rising conflict
- "Until finally": Crisis and Climax
- "Ever since that day": Conclusion
Heroes: What Kind of Heroes Captivate Us?
"A hero is an ordinary person seeking the strength to endure and overcome great adversity." - Christopher Reeve (Actor, Superman)
"The principles of being a good leader often align with the principles of being a good hero."
"A hero is someone who sacrifices themselves for something greater than themselves."
- Heroes are always central to the story. Their vision, courage, and spirit of self-sacrifice inspire people of all ages.
- Humans inherently see themselves as the protagonist of their own life story, regardless of background. Everyone shares similar physical structures, instincts, impulses, conflicts, and fears, and lives a journey with a beginning, middle, and end. In our own story, we are the hero.
- From birth to death, our life experiences make us unique. Therefore, it’s natural for a hero to resonate deeply with us as they become a vessel for our emotions and aspirations. The hero’s journey reflects our own and often shows us the path we wish to follow.
- The struggles, actions, and perspectives of the hero mirror our self-centered reality, as we can only view life from our own perspective.
- A hero is a container for the story itself, often the most important character. While they don’t always act heroically, the story takes on the structure of beginning, middle, and end around their journey.
- There must always be an emotional connection between the hero and the audience (or customers). The audience needs to like the hero and trust their cause.
- Any character who captivates the audience becomes a hero.
- One of the best ways to create a likable hero (or leader) is to show their childhood. Introducing their backstory helps win the audience’s heart.
- Giving the hero an “awkward or quirky” trait can also make them endearing. Showing their clumsy moments or explaining how they developed their eccentric personality adds depth and vulnerability. Despite challenges, the hero walks steadfastly toward the life we aspire to live.
Types of Supporting Characters
Herald
- Announces the need for change in the hero’s life or the world.
- May appear as a person or take other forms, such as a letter or an event
- Tests the hero before they begin their journey.
- Often referred to as a “Threshold Guardian.”
Mentor
- Always supports the hero and helps them move toward their goal.
- Provides confidence and the tools necessary for the hero to succeed.
- Companies can act as mentors by offering insights and resources that guide customers on their journey.
Allies
- Help the hero overcome obstacles, defeat the villain, and achieve their goal.
- Adds humor and disrupts the status quo, keeping the story lively.
- Initially helps the hero but later betrays them.
- This character forces the hero out of their comfort zone.
- “Without Goliath, David would just be a troublemaking kid throwing stones.”
- Stories without a villain lack excitement.
- The primary obstacle for the hero, triggering external conflicts and threats.
- Often portrayed as the "villain." However, the villain pushes the hero to grow and move forward.
- What obstacles does your customer (or their business) face?
- Anything that opposes their journey toward their goal or clashes with their values can be the villain. It could be society, institutions, governments, or even nature itself.
- In countless stories, those who defy the natural order are always the villains.
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