share your story

What’s your story’s formula?

Every great story ever told has a formula. These days we might like to call it an algorithm, a story algorithm.

Ever since I decided to major on whiteboard animation stories as my mission, I have been attracting more knowledge from the people in my network. 

One such attraction was Michael-Don Smith (Don), someone I’ve been connected to for 7 years. We met recently again at a networking event and he mentioned Joseph Campbell’s The Hero’s Journey (1949). And no I had not heard of it, remarkably!

(The word Hero in this article is being referred to a gender neutral form, which is allowed apparently, I looked it up!)

There are other story algorithms that came after, David Adams Leeming (1981), Phil Cousineau (1990), Christopher Vogler (2007).

And when I researched it, it made just perfect sense, something I naturally had adopted in my whiteboard animation stories for clients and now I had confirmation that my story approach was 100% correct. A polite pat on my own back and I know I have loads to learn still.

I will explain briefly. Every great story told tells the journey of hero. Their quest and their obstacles and villains to defeat. Pretty much like life itself really. Maybe that’s why we can all relate so well to stories. They all follow 3 basic steps and then more steps within those as per the table below.

But for us to really be drawn into the story, it will pivot back and forth between what is and what could be. There really is no point of a story to start with the hero, starting their quest, defeating the villain and then going back home. That would be too predictable and too easy. The hero will have several obstacles to face, making us believe that it’s almost impossible to come back from those. Every time the hero overcomes an obstacle or defeats a villain another one comes around the corner. 

We all love it that the hero has an almost impossible task to achieve and somehow, some way it manages to survive and come back from the dead, in some cases literally.

That’s why we all love movies so much, especially the biggest blockbusters, whether Star Wars, Harry Potter, Avatar and many many more. 

Now let’s take The Hero’s Journey into your own world. If you are in business or have a role in sales or marketing, your mission is to become a better storyteller. If you know that everyone and I do mean everyone loves stories then you already know that your clients will love stories too, it's a given.

We already know that most of us do not like the adverts and yes some of them are clever little stories too. Not all of them though, next time you’re watching TV just observe and count how many are stories and how many are just ‘buy me’ messages.

Awareness is the first step and although most of us are reluctant to change to start with, when we finally decide to change we will conquer our fears. 

Practice makes perfect.

Start by writing a short story about your product or service. Place a hero as the main character in your story, how was your hero affected by the problem or the obstacle being faced, present a couple more issues on top of the first one and then present how your hero overcame all of those obstacles by using your product or service. 

Often there is no need to share the full detail of your product or service and how it solved your hero's issue, it is enough to just imply it. Leaving people wanting more is often a good thing.

Try it out, send me your draft and I will be happy to critique it.

Success with your new story!


ps. Saw this great TEDx talk titled the magical science of storytelling

Have you changed your behaviour on social yet?

@linkedin & @gapingvoid

@linkedin & @gapingvoid

Not sure what is meant by the question? Let's explore.

You are currently in one of 2 camps. Either you're in the massively active camp, social has become a 3-5 hours per day work and leisure time or you you're in the ‘I need to spend less time on social and I'm monitoring my own activity there’.

Spending time away from social media, in particular Facebook is becoming one of the top New Year resolutions, right up there with weight loss, stopping smoking, going dry for a month and of course more exercise.

And every time we feel compelled to move away, we are pulled back by feelings of FOMO, ‘fear of missing out’ and international events, liked POTUS (President of the US), political drama, terrorist incidents and many other ‘I must way in with my opinion’ events.

The fact is, you were never able to contribute your opinion in the past, but now kids have never known anything different have they?

They ALL have an opinion now and sometimes it's not that great either.

And if you are in the 3-5 hours a day camp, well, you're either really, really enjoying it or need to do it because it's your job or you're trying to get noticed or you have a need for more love.

After all we all have a massive need to feel loved. And this love is felt when many friends, family and yep strangers engage with your posts, your content, your shares and your opinions. That's the addictive bit by the way, the content is actually of no consequence, really it isn't.

Inevitably, and it is possible that you may have heard this prediction before, this route to feeling loved will reduce and reduce and eventually you will not feel anything any longer about social media. The next big thing will then take your gaze, your attention and your time. It might be Virtual Reality, who knows!

The engagement on social is changing, mass engagement will continue to reduce, that's why Facebook is upping the advertising game. If you have a business page, have you had the $10 voucher yet to try their adverts?

The only route left is building relationships on a one to one basis, one person at a time. No blanket emails, no massive advertising campaigns, no autobots on Twitter, LinkedIn or Facebook messenger. They are all interesting time saving tools but they will be easily overlooked, ignored and deleted.

So, let me ask the question again.

Have you changed your behaviour on social yet?

I'd love to hear from you and how you are changing your behaviour on social. Use the comments section below to share your thoughts on engagement and content strategies.

LinkedIn created a brilliant eBook with my favourite illustrator. @gapingvoid (Hugh Macleod) creates the most amazing messages through his illustrations. Read more about him and @gapingvoidhere: (

Regularly I will share one of the articles and illustrations from the eBook and give you my opinion, interpretation, insight and my meaning.

#contentmarketing #content #socialmedia #engagement #marketing #socialselling #sales #empathy #distraction #purpose #relevance #trust #love

Online is great and talking is even better. Everyone's ultimate goal in business and life is to make real connections, where you meet someone face to face. Before that meeting a conversation is the ultimate icebreaker. I value my LinkedIn connections and realise that I don't really know you or what your goals are and how I might facilitate or support those goals. Feel free to click through and book a call with me ( I have blocked out only Fridays each week, excluding holidays, for calls. Hope to speak with you soon.