Live to Tell the Tale

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Post on 13-Jan-2017

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  • LIVE to TELL THE TALE

    Leveraging story to define yourself & make sh*t happen.

    SHAWN PFUNDER Editor in Chief, GoDaddy

  • UAT Edition 2015

    Copyright 2015 Shawn Pfunder

    All rights reserved

    T his is the space where I type some stuff up to give the perception that this is the copyright page of a book and it will look so official that no one will read it because let's face it: no one reads the copyright section of a bookunless you're a lawyer. And even then, you don't want to. You want to get to the good stuff. You want to get to the story.

    You can follow me on Twitter and Instagram but I can't promise it will be as exciting as the stuff we're gonna talk about today.

    pfunder pfunder shawnpfunder shawnpfunder

  • MY NAME IS SHAWN PFUNDER. I WORK AT GODADDY.

  • GRANDIOSE TRUMAN

    LIAR POSER ACTOR

    CERTIFIABLE

    INTERESTING}

  • LOGOS. LOGIC. MATH.

  • MYTHOS. MYTH. MAGIC.

  • SKIN, BRAIN, HAIR, LIVER, STOMACH, NAILS, EYES, EARS, NOSE, MUSCLE, BONE, CARTILAGE, LIPS, HEART, TEETH, LUNGS, HORMONES, SALIVA.

  • WE ARE MADE OF STORIES.

  • DREAMS, NIGHTMARES, WISHES, REGRETS, GOALS, HOPE, DESIRES, LOVE, HATE, BELIEFS, OPINIONS, MOVIES, BOOKS, SONGS, PLAY, BRANDS, SALES.

  • THE AVERAGE DAYDREAM IS FOURTEEN SECONDS LONG. WE HAVE ABOUT 2,000 OF THEM A DAY.

  • THAT'S EIGHT HOURS A DAY.

  • IF WE ARE MADE OF STORIES, WHY DON'T WE USE THEM MORE?

  • FIVE. SEVEN. FIVE.

  • WHEN WE MEET, PLEASE DON'T SWING YOUR HONESTY LASSO. I'M UNDERCOVER.

  • THE GREEN GREAT DRAGON

  • OPINIONSIZEAGESHAPECOLORORIGINMATERIALPURPOSE NOUN

  • LOVELY LITTLE OLD RECTANGULAR GREEN FRENCH SILVER WHITTLING KNIFE

  • LITTLE LOVELY RECTANGULAR GREEN SILVER FRENCH WHITTLING OLD KNIFE

  • THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW.

  • COMMERCIALS, ARTICLES, TESTIMONIALS, PITCHES, BIOGRAPHIES, BLOG POSTS, PRESS RELEASES, NEWS, FLASH MOBS, PRESENTATIONS, CAMPAIGNS

  • THIS IS A PROBLEM. SOMETHING'S MISSING. THIS IS A SOLUTION.

  • IT'S BIGGER THAN THAT. WE NEED TO UNDERSTAND OUR AUDIENCE'S NARRATIVE.

  • THIS IS LIFE. SOMETHING HAPPENS. LIFE IS DIFFERENT NOW.

  • QUEST, PURSUIT, RESCUE, ESCAPE, REVENGE, RIDDLE, RIVALRY, UNDERDOG, TEMPTATION, ADVENTURE, TRANSFORMATION, LOVE, MATURATION, SACRIFICE

  • 1. THE QUEST. 2. THE UNDERDOG. 3. TRANSFORMATION.

  • 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY CHANGE? 4. WHAT WILL BE DIFFERENT? 5. WHAT'S NEXT?

  • PRIMARY STORY: TRANSFORMATION Secondary Story: Quest

    Hero? new clients, 40+ Normal life? hectic, frustrating, self-loathing Why? find balance, confidence, health Different? smile more, love more, forgive Next? bring someone, be a mentor

    Who are we in the story? We're a guide. Someone to help facilitate growth and transformation, but they'll have to do it on their own. It will be hard. It will hurt sometimes. But it will lead someplace worthwhile. It will lead to someplace unexpected.

    TYPICAL TRANSFORMATION STORY For marketing and messaging reference.

    To use this story, make sure you clearly understand the hero's worldeven the minutiaebefore transformation. Focus on the process of change as our hero moves from one stage of life to the next. Change comes in stages. Identify the stages. First dramatic phase? The crisis that starts the process of change. Second dramatic phase? Describe the effects of the transformation on our hero. Third dramatic phase? Our hero understands her experience and how it has affected her. True growth. True understanding.

    MURMURAT ION YOGA

  • PRIMARY STORY: UNDERDOG Secondary Story: Adventure

    Hero? first time entrepreneurs and freelancers Normal life? dull, robotic, unjust, helpless Why? to make a difference, to change world Different? creative, confident, street-wise Next? go bigger or try something new

    Who are we in the story? We're the advisor that helps level the playing field. We provide the wit and wisdom. We remind the hero that this is possible. We help define their moral code in the story. We're there when they fall short.

    TYPICAL UNDERDOG STORY For marketing and messaging reference.

    The odds are stacked against themreal or perceived. The struggle is irresistible and against an immovable force. Demonstrate status quo. Understand the odds. Antagonist pushes against our hero first. Hero pushes back. There is failure and success. Our hero has deficits to overcome. The hero doesn't always win. The antagonist is aware of their improvement. Focus on how the hero is morally right in some way. Consider reversal of fortune and wits to win the fight. Each big win propel our hero to fight the next boss.

    SHOESHINE ST UDIO

  • PRIMARY STORY: ESCAPE Secondary Story: Revenge

    Hero? over-worked couples Normal life? make money or die Why? remember what life is about Different? creative, at ease, new perspective Next? destroy the cubicle, leave phone at desk

    Who are we in the story? Our role is two-fold. First, we have to remind our heroes that they are confined. Second, we have to provide ways, means, and encouragement to escape. You don't manage it by visiting once. Escape takes time.

    TYPICAL ESCAPE STORY For marketing and messaging reference.

    Make escape as literal as possible. Our heroes have been confined against their will and they want to escape. Our moral argument is black and white: stress will kill you; it's not worth it. Our heroes are victims. First dramatic phase? Heros imprisonmentinitial attempts at escape fail. Second dramatic phase? Hero plans to escape. Plans may still be thwarted. Third dramatic phase? Actual escape. Antagonist controls our hero during the first two dramatic phases; hero gains control in the last dramatic phase.

    SAWTOOTH LODGE

  • 1. WHO'S THE HERO? 2. WHAT'S NORMAL LIFE? 3. WHY CHANGE? 4. WHAT WILL BE DIFFERENT? 5. WHAT'S NEXT?

  • SEE THE WORLD AS A STORYTELLER.

  • WHAT IS YOUR STORY?

  • This is where I put notes and the many thank you messages about all the books and movies and ideas that aren't mine but make this kind of

    conversation possible.

    T he Storytelling Animal by Jonathan Gottschall 20 Master Plots by Ronald B Tobias

    T he Elements of Eloquence by Mark Forsyth T he Wizard of Oz by Frank L Baum

    Wonder Woman by Charles Moulton and H. G. Peter Gleaming the Cube by Michael Tolkin Dead Poet's Society by Tom Schulman

  • Now, fly my pretties! Go tell some tales. It's worth it.

    THANKS.