An introduction to the "Hero's Journey" method of storytelling
"Your product or services will likely solve a problem for your customers, or fulfil particular needs and wants. No matter how boring you view this product, it sits within a ‘story arc’ that can always be made interesting to consumers facing the challenges that it solves.
In Joseph Campbell’s book The Hero with a Thousand Faces, a basic pattern of storytelling is defined as a ‘monomyth’ or ‘hero’s journey’. This is a pattern that can be seen in a wide range of storytelling from around the world.
From Homer’s The Odyssey, to Medieval Romances and modern sci-fi adventures such as Star Wars Episode IV: A New Hope and Avatar, this story arc persists. We can use this kind of story arc in a content marketing strategy through switching the protagonist with the customer, and then offer mentorship through the content, and the promise of reward (or quest completion) from the product."
Read the full article to see how the story arc can be seen in Star Wars and how it can be applied to your own organizational story.