SB'12 - Jonah Sachs - Free Range Studios
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A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
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SB'12 - Jonah Sachs - Free Range Studios
- 1. STORY WARS WINNING THE BATTLE TO BE HEARD Jonah Sachs, Free Range Studios
- 2. The fundamentals of breakthrough storytelling BY JONAH SACHS CEO | FREE RANGE STUDIOS WWW.FREERANGE.COM
- 3. The Structure of a Story
- 4. The Structure of a Story
- 5. The Structure of a Story
- 7. Survival of the fittest Transmission is a web Everyone owns ideas Ideas get passed or they die
- 9. Survival of the richest Transmission is one to many Ideas are proprietary Doesn’t rely on audience participation to spread
- 11. Survival of the fittest Transmission is a web Everyone owns ideas Ideas get passed or they die
- 12. What will survive the landscape of our new oral traditions?
- 13. Stories.
- 14. } The Ingredients of Myth
- 15. THE SHAMAN
- 16. GENESIS
- 17. MODERN RELIGION
- 18. SCIENCE Science
- 20. } The Myth Gap
- 21. BRANDS
- 22. So, what’s the problem?
- 25. Inadequacy Marketing Fear, Vanity Greed, Status
- 26. Inadequacy Marketing =
- 27. “[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
- 28. Myths that Survive the Oral Tradition MATURES TO BECOME
- 29. Maslow’s Hierarchy of Needs
- 30. NIKE Perfection The need to master a practice through hard work.
- 31. VOLKSWAGEN Truth The need to tear down falsehood.
- 32. OBAMA 2008 Wholeness The need to be part of a community beyond oneself.
- 33. STORY OF STUFF Simplicity The need to find meaning hidden behind complexity.
- 34. APPLE Uniqueness The need to express individuality/creativity.
- 35. DOVE REAL BEAUTY Justice The need to resist abuses of power.
- 36. Inadequacy Marketing Perfection, Wholeness Uniqueness, Justice Simplicity. Truth
- 37. Of course, values alone don’t make a story.
- 39. The Hero
- 40. 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
- 41. The Mentor
- 42. 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
- 44. The Gift
- 45. The Gift: • Is the wildcard that makes the impossible possible • Is something unique, beautiful and entirely unexpected
- 46. Brand Gifts The One for One model (one shoe donated for each shoe bought)
- 47. Brand Gifts The dramatic physical takeover of physical space
- 48. Brand Gifts Joy
- 49. Brand Gifts The yellow bracelet
- 50. The Moral of the Story
- 51. Morals of the Story Truth is beauty. And the truth is: every- one is beautiful in her own skin.
- 52. Morals of the Story Powerful elites are stealing America. Real people can seize it back.
- 53. Morals of the Story Life is most enjoyable when you live it fully while doing the least harm.
- 54. The Moral: • Is the truth behind every communication • Provides brand consistency • Makes intuitive sense but stretches what we know
- 55. The Moral of the Story
- 56. Making it all come alive
- 57. BROADCAST STORIES + +
- 58. THE MEATRIX + +
- 61. Fill your stories with human-like characters that break the pattern of our expectations.
- 63. Tell stories about villains who break cherished norms or rebels who defy hated ones.
- 64. Tell stories people can instantly identify as their own. Give them easy entrance points.
- 65. There are easy ways to start checking your work and moving minds to action.
- 66. } Is your story a myth?
- 67. Is your story strategic?
- 68. } Is your story interesting enough?
- 70. jonah@freerange.com @jonahsachs