1.
The Anatomy
of a Story
April 27, 2016

2.
Voltaire Santos Miran
ChiefExecutiveOfficer
@vsantosmiran
Mallory Wood
DirectorofMarketing
@mallorywood

3.
• 45 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox later this week for the webinar recording and slide deck
The Plan

4.
Agenda
1. OnceUponaTime
2. TheAnatomyofaStory
3. Fact,Fiction,and
Fantasy
5. TellingYourStories
6. AWordFromOur
Sponsor
7. Questions

5.
Once upon a time there was a kid. Every day, he
played with his cowboy doll. One day he got a
spaceman doll. Because of that, his interest in the
cowboy took a serious nosedive. Because of that, the
cowboy and the spaceman each swore vengeance
upon the other’s house. Until finally there’s a
bloodbath from which no one emerges unscathed.
Credit: Ayun Halliday: http://bit.ly/parlourgame

6.
Once upon a time there was a kid. Every day, he
played with his cowboy doll. One day he got a
spaceman doll. Because of that, his interest in the
cowboy took a serious nosedive. Because of that, the
cowboy and the spaceman each swore vengeance
upon the other’s house. Until finally there’s a
bloodbath from which no one emerges unscathed.
Credit: Ayun Halliday: http://bit.ly/parlourgame

7.
Once upon a time there was a poor family in
Oklahoma. Every day, they tried to make it work
on their hardscrabble farm. One day their last
speck of top soil blew away. Because of that, they
decided to seek a better life in California. Because
of that, every able bodied young male left the
family. Until finally their oldest daughter ends up
breastfeeding a starving stranger.
Credit: Ayun Halliday: http://bit.ly/parlourgame

8.
Once upon a time there was a poor family in
Oklahoma. Every day, they tried to make it work
on their hardscrabble farm. One day their last
speck of top soil blew away. Because of that, they
decided to seek a better life in California. Because
of that, every able bodied young male left the
family. Until finally their oldest daughter ends up
breastfeeding a starving stranger.
Credit: Ayun Halliday: http://bit.ly/parlourgame

9.
Once upon a time there was a really good but socially
awkward and mildly frumpy FBI agent. One day, the
Miss United States beauty pageant received a bomb
threat. Because of that, Gracie got a makeover and
went undercover. Because of that, she made friends and
realized she liked nice clothes and makeup. Until finally
she saved her fellow contestants from an exploding
tiara, won a people’s choice award, and became
romantically involved with her co-worker.

10.
Once upon a time there was a really good but socially
awkward and mildly frumpy FBI agent. One day, the
Miss United States beauty pageant received a bomb
threat. Because of that, Gracie got a makeover and
went undercover. Because of that, she made friends and
realized she liked nice clothes and makeup. Until finally
she saved her fellow contestants from an exploding
tiara, won a people’s choice award, and became
romantically involved with her co-worker.

11.
Reflect On Your
Favorite Story

12.
Once Upon a Time …

13.
There was
.

14.
One day
.

15.
Because of that,
.

16.
And because of that,
.

17.
Until, finally,
.
Credit: Emma Coates, Rule #4 of 22 Rules of Storytelling: http://bit.ly/22storytellingrules

18.
The Anatomy
of a Story

19.
OnceUponaTime…
OneDay…
BecauseofThat…
AndBecauseofThat…
Until,Finally…
Pixar

20.
Exposition
Complication
Crisis
Climax
Resolution
Aristotle
et. al.

21.
Once upon a time …
1
Characters
and Backstory
Theme
and Plot
Setting:
Time and Place
2 3
21
Exposition:

22.
22

23.
23
Popular Themes
1. Fate
2. Ambition
4. Sacrifice
5. Transformation
6. Love
7. Vengeance
8. Resurrection
Credit: Tessa Wegert (http://bit.ly/tessawegert )

24.
24
Popular Plots
1. Overcoming the Monster:
HarryPotter
2. Rags to Riches:
Cinderella
3. The Quest:
TheLordoftheRings
4. Voyage and Return:
TheWizardofOz
5. Comedy:
AMidsummerNight’sDream
6. Tragedy:
Macbeth
7. Rebirth:
BeautyandtheBeast
Credit: Christopher Booker,
The Seven Basic Plots (http://bit.ly/sevenbasicplots)

25.
One day
1
Obstacle(s) ConflictWant
2 3
25
Complication:
+ =

26.
26

27.
“Just about any story — comic, tragic,
romantic — is about a protagonist’s
efforts to secure, usually at some cost,
what he or she desires.”
Jonathan Gottschall

28.
Because of that
1
Good, Then Bad,
Rinse, Repeat
TensionProgression
2 3
28
Crisis:

29.
29

30.
30

31.
31

32.
And because of that
1
Big. Crescendo.The.
2 3
32
Climax:

33.
33

34.
Until, finally,
1
Conclusion LessonRealization or
Transformation
2 3
34
Resolution:

35.
35

36.
Fiction, Fantasy,
and Fact

37.
Simple
1
In the Language
of One’s Audience
MemorableEasy to
Understand
2 3
37

38.
“What is a story in its
purest form? It’s someone
saying ‘this happened,’ and
that led to … ”
Ira Glass

39.
Engaging
1
Unexpected EmotionalIllustrative
2 3
39

40.
“Don’t tell me the moon is
shining. Show me the glint
of moon on broken glass.”
Anton Chekhov

41.
Authentic
1
Truthful ResonantReal
2 3
41

42.
“What matters now isn't
storytelling; what matters
is telling a true story well.”
Ann Handley

43.
Motivating
1
Exploration ActionConnection
2 3
43

44.
“The story is everything,
which means that it’s our
job to tell better stories.”
Kevin Spacey

45.
Telling Your Stories

46.
“… it’s about who you are and what
you do for the benefit of others, and
how you add value to people's lives,
ease their troubles, help shoulder
their burdens, and meet their needs.”
Ann Handley

47.
“Effective messaging emerges
at the intersection of what
your buyers want to hear
and what you want to say.”
Adele Revella

48.
Whydoyouexist?
Whydoesthatmatter?
Howareyoudifferent?
Howareyoubetter?
Howwillyouchangethe
world?
Consider

49.
OnceUponaTime…
OneDay…
BecauseofThat…
AndBecauseofThat…
Until,Finally…
Craft

50.
MotivateYourAudiences
GiveThemOpportunitiesto
Act
MeasureYourWork
Engage

51.
“Start telling the stories that only you
can tell … There will always be people
who are much better at doing this or
doing that. But you are the only you.”
Neil Gaiman

52.
A Word From
Our Sponsor

53.
Voltaire Santos Miran
ChiefExecutiveOfficer
@vsantosmiran
312.420.6778
voltaire.miran@mstoner.com
Mallory Wood
DirectorofMarketing
@mallorywood
802.457.9234
mallory.wood@mstoner.com
Resources
• Learn more about digital
storytelling:
http://mstnr.me/DigStoryWebinar
• Join the digital storytelling
mailing list:
http://mstnr.me/DigStoryEmail

54.
Questions?

55.
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Thank You!