Framing Values-based framing is the process of connecting an issue to the deeply held values of a particular group New Media Advocacy Group 2 mins As it’s often described, ‘framing directs people where to look, but more importantly, helps them interpret what they see’. Framing choices span from the deep mythology or story types you […]

Wholebrain Storytelling Most of us assume we are seeing theworld the way it really is. Ned Hermann, Think Hermann 2 mins If stories are a direct route to our emotions and therefore critical to our decision making, we should also acknowledge that we each like hearing and sharing stories in different ways. This is important […]

Challenger Brands 2 mins When the goals for your idea are about disruption, tackling the barriers to change head on throughout your storytelling can have a lasting positive impact on how your idea or organisation is perceived. This ‘brand challenger’ approach can also connect powerfully with your audience’s emotions – if they feel the same […]

Big Hairy Audacious Goal When Paul Allen and I started Microsoft over 30 years ago, we had big dreams about software. We had dreams about the impact it could have. We talked about a computer on every desk and in every home. Bill Gates, Founder of Microsoft 2 mins The term was coined in the […]

Moral 2 mins We tell stories about change as a way of sharing information that we hope will inspire or equip people to start doing things differently. The moral is the one thing that you’d like your audience to learn and take away from your story. The moral of a successful story is emotionally experienced […]

Story Types 7 mins We introduced story types in module 1, explaining how they form recognisable and relatable structures which help us engage with the stories we hear. Being aware of the story type that your story aligns to is a useful approach. This lesson breaks down each type – explaining how it’s used and […]

Archetypes 2 mins We know patterns can be helpful. Here’s some that can help when thinking about bringing to life Everyday Heroes, but you need to approach stereotyping with caution… Carl Jung developed 12 Archetypes of human nature, based on characteristics he believed to be universally human. These archetypes can act as a storytelling shortcut […]