Grow Regardless by Mechlinski Joe;Green Charles;

Author:Mechlinski, Joe;Green, Charles;
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2013-08-15T00:00:00+00:00

Tell It Like It Is

There are many ways to tell a story effectively. One of my favorites is outlined in The Hero’s Journey, by author and scholar Joseph Campbell. Campbell studied myths around the world and distilled them to their basic elements: order, chaos, and resolution.

According to Campbell, most stories begin with all being right in the protagonist’s world (order), until something happens to throw things out of kilter (chaos). After a series of trials and tribulations, things return to a relative state of normalcy (resolution). In the present day, most movies follow this progression. Take Rocky, for instance. The starting point is that Rocky was a bum. He had no money, no girlfriend, no job; he barely had a place to live. Rocky’s chaos began when he got a call from the heavyweight champ, Apollo Creed, challenging him to a fight. Rocky had to make a decision: to fight or not to fight. He decided to fight. Resolution came when he knocked Apollo Creed down, the fight ended in a draw and he got the girl. Rocky’s goal wasn’t to win the championship; it was to stop being a bum. It was to stand up to the test in front of the whole world. He passed that test and got his resolution.

Rocky’s story was a logical progression from order to chaos to resolution, which is why we all understood it. And his story was grounded by his why, which is why we all cared.

Examples of this are everywhere. Think of the Michelin tire ad: “So much is riding on your tires.” That ad is not focused on the tire or what’s important to Michelin; it’s focused on you and why you need good tires.

Here are other examples of those kinds of stories:

•Wal-Mart: To give ordinary folks the chance to buy the same things as rich people.

•Nike: To experience the emotion of competition, winning. and crushing competitors.

•HP: To make technical contributions for the advancement and welfare of humanity.

•Coca-Cola: To put Coke within arm’s reach.

•Harley-Davison: To fulfill dreams through the experience of motorcycling.

•Google: To not be Evil.

•Google: To not be Evil. A good story answers two questions. Why should the customer care? Why does the company care? A story must be written down and communicated in a variety of ways throughout the company and throughout the community.

A good story answers two questions. Why should the customer care? Why does the company care? A story must be written down and communicated in a variety of ways throughout the company and throughout the community.

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