TheStoryofStory(0716) - THE STORY OF STORY PATRICK MOREAU THESTORYOFSTORY PAGE1 THE BEGINNING BYPATRICKMOREAU It shouldnt come as a shock to hear that

TheStoryofStory(0716) - THE STORY OF STORY PATRICK MOREAU...

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P A T R I C K M O R E A U S T O R Y T H E S T O R Y O F
T H E S T O R Y O F S T O R Y B Y P A T R I C K M O R E A U T H E B E G I N N I N G It shouldn’t come as a shock to hear that story is a powerful thing. Marketers laud the power of story to connect people to what you’re selling. Take, for example, Seth Godin’s best- selling book, All Marketers Are Liars , in which he suggests that the single biggest thing a brand could do is tell a powerful story. Business owners are increasingly gobbling up storytelling training and trying to incorporate these practices into their leadership. One of the leading authors on story, Annette Simmons, says so much with the title of one of her recent books, Whoever Tells The Best Story Wins . In our day-to-day lives, we’re constantly taking in, sharing, and spitting out stories. As Jonathan Gottschall puts it in The Storytelling Animal , we’re hardwired for story. It’s in our DNA. And for filmmakers, regardless of how much we’re able to follow through, it’s our widespread intent to do all we can to express story in our work. Okay, so story is this irresistible structure. That’s certainly not a groundbreaking revelation. But here’s the thing so few of us talk about— why is story as effective as it is? Why do we lean in at the mere mention of story? Why do we yearn for them? And why are they so damn effective at connecting people to things? P A G E 1
T H E S T O R Y O F S T O R Y Well, we’ll share what our research has revealed on this important question. But before we do, let’s go one level deeper. Why does this why even matter? Everything we’re sharing here is critically important so that you really understand the implications of story. Avoid the urge to jump to the end—it’ll be worth the wait. Promise. THE BACKSTORY As creatives, we want to tell stories. We want others to click play and become so immersed that they can’t help but watch to the very last frame. And when they’re done, we want them to think differently, tell their friends, or watch it all over again. Story is what inspires our audience to consider, feel, and remember what we’ve shared. But, and this is one big-ass disclaimer, somewhere between the beginning and the ending of a project the focus on story starts to erode. Perhaps it’s the commercial client that would rather you focus on the attribute that makes their widget amazing (and we can’t forget the incredible price too!). Or it’s the documentary client that wants you to focus more on the issue and the facts —the purpose behind it all. And sometimes the erosion is more innocuous. It’s the client asking, in a pretty determined way, that a certain person be in the film. Or a location that MUST be used. We do it to ourselves too. We get seduced by the glitter and tell ourselves that the drone shot that’s all the rage is really what we need in our film.

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