Nonprofit 911:
Winning the Story Wars:
Why Those Who Tell‐ and Live‐ the Best Stories Will
Rule the Future
With Jonah Sachs and Katya Andresen
Audio for this event will be available beginning at 1 pm ET
via your PC speakers or headphones
If you are unable to listen to your PC audio, please close the Audio Broadcast panel and click the
Request button below the participant panel to get dial‐in info.
About Network for Good
Upcoming Trainings: Nonprofit911.org
NetworkForGood.org – for Nonprofits
DonateNow
EmailNow
EventsNow
Fundraising Fundmentals
The Network for Good
888.284.7978 x1
[email protected] Today’s Speakers
Jonah Katya
Sachs Andresen
The fundamentals
of breakthrough
storytelling
BY JONAH SACHS
CEO | FREE RANGE STUDIOS
WWW.FREERANGE.COM
Survival of the fittest
Transmission is a web
Everyone owns ideas
Ideas get passed or they die
Survival of the richest
Transmission is one to many
Ideas are proprietary
Doesn’t rely on audience
participation to spread
Survival of the fittest
Transmission is a web
Everyone owns ideas
Ideas get passed or they die
What will survive the landscape of
our new oral traditions?
Stories.
The Ingredients of Myth
The Myth Gap
THE SHAMAN
GENESIS
MODERN RELIGION
SCIENCE
Science
ENTERTAINMENT
Entertainment
Marketers Fill
the Myth Gap
BRANDS
Inadequacy Marketing
=
“[Myths are about] the maturation of
the individual from dependency to
adulthood through maturity and
then to the exit; and then how to
relate to this society and how to
relate this society to the world of
nature and the cosmos. ”
– JOSEPH
CAMPBELL
Myths that Survive the
Oral Tradition
MATURES
TO BECOME
Marketing’s
Five Deadly Sins
JOHN KERRY
Entertainment
FIJI GREEN
Entertainment
JAMES HANSEN
Entertainment
The Structure of a Story
The Structure of a Story
The Structure of a Story
Inadequacy Marketing
Fear, Vanity
Greed, Status
Maslow’s Hierarchy of Needs
NIKE
Perfection
The need to master a practice through hard work.
VOLKSWAGEN
Truth
The need to tear down falsehood.
OBAMA 2008
Wholeness
The need to be part of a community beyond oneself.
STORY OF STUFF
Simplicity
The need to find meaning hidden behind complexity.
APPLE
Uniqueness
The need to express individuality/creativity.
DOVE REAL BEAUTY
Justice
The need resist abuses of power.
Inadequacy Marketing
Perfection, Wholeness
Uniqueness, Justice
Simplicity. Truth
Of course, values alone
don’t make a story.
The Hero’s
Journey
The Hero’s Journey
The Hero
The Hero
• Is not you
• Is your audience
• Is unlikely for the role
• Is dissatisfied with a “broken
world”
• Is jaded and has the chance
to just muddle through
• has an inner calling to live
values
The Mentor
The Mentor
• Is your brand
• gets the hero moving toward her
destiny
• makes change appealing
• never makes change mandatory
• Is a real, tangible person
• fits a recognizable archetype
The Hero’s Journey
The Gift
The Gift:
• is the wildcard that makes the
impossible possible
• is something unique, beautiful
and entirely unexpected
Brand Gifts
The One for One program (one shoe donated for
each shoe bought)
Brand Gifts
The dramatic physical takeover of
physical space
Brand Gifts
Joy
Brand Gifts
The yellow bracelet
The Moral of the Story
Morals of the Story
Truth is beauty. And the truth is:
everyone is beautiful in her own skin.
Morals of the Story
Powerful elites are stealing America.
Real people can seize it back.
Morals of the Story
Life is most enjoyable when you live it fully while
doing the least harm.
The Moral:
• is the truth behind every
communication
• provides brand consistency
• makes intuitive sense but
stretches what we know
The Moral of the Story
Making it all come alive
BROADCAST STORIES
+ +
Freaks, Cheats
and Familiars
THE MEATRIX
+ +
Fill your stories with human-like characters that break the pattern of our expectations.
Tell stories about villains who break cherished norms or rebels who defy hated ones.
Tell stories people can instantly identify as their own. Give them easy entrance points.
There are easy ways to start
checking your work and moving
minds to action.
Is your story a myth?
Is your story strategic?
Is your story interesting enough?
[email protected]
@jonahsachs
Nonprofit911.org
Get ready A Beginner’s Guide to Google Plus
on July 24
