A good consultant will: Bring the experience of previous engagements and help you avoid the pitfalls that are inevitable in setting any new large effort Help uncover your unique conversation Devise the execution plan Reset expectations among the team,

As you’re well aware, sequels are almost always highly unsatisfying. So too, if we tell the same story as our competitor but with a slightly better punch line, we simply create sequels.

Even if you’re not familiar with Professor Levitt, or his article specifically, you’ll no doubt know of its classic theme of asking yourself “what business are you in?”

One approach is to use this process as a tool for brainstorming. You can also use it to create a story map to plan out your editorial calendar and channels strategy. Or maybe you just want to use it as a checklist to see where your story fits along a pattern. Whatever you do, remember that you are looking at this framework as a CREATOR of the story

Christopher Vogler took Campbell’s structure, modernized it for today’s audiences, and reduced it down to 12 stages in his book The Writer’s Journey: Mythic Structure for Storytellers & Screenwriters.

Had Hollywood been customer-oriented (providing entertainment) rather than product-oriented (making movies), would it have gone through the fiscal purgatory that it did?”

cautionary tale of the railroads not realizing they were in the “transportation”

content marketing brand hero’s journey. (See chart on next page.) The CM Brand Hero’s Journey

And in content marketing, your stories are your “pillars of content.” They are the WHAT of what you are going to say to your personas.