Stefan Mumaw – Storytelling: Using Story to Influence and Connect

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Stefan Mumaw – Storytelling: Using Story to Influence and Connect

• 10 Video lessons in HD
• 2h 7m of class content
• Exclusive bonus content

LESSONS

1. How To Watch This Class
2. Class Introduction
3. The Impact Of Story
4. Story Is Marketing
5. Defining Story Structure And Emotion
6. Creating A 5 Part Story Structure
7. Storybuilding: Start With Emotion
8. Storybuilding: Character Development
9. Storybuilding: Creating Tension
10. Storybuilding: Protecting The Reveal

CLASS DESCRIPTION

Craft Effective Stories

We are all storytellers. Few of us are storybuilders, capable of not only understanding the structure of story but able to use it to connect to the people that consume it. Story has a form, one that Stefan Mumaw, the Director of Creative Strategy at the well-known story shop Hint, is going to break down for you. He’ll lay out the structure of story and use real-world examples to show how each story component is used to build an emotional bridge. Bring a few tissues, story has a knack for producing both tears of laughter and empathy and Stefan will use both to show just how powerful story can be.

In this class you’ll learn:

• How to create emotion
• Story structure
• Character development. Associating characters of a brand with characters
• Rational and emotional purchase drivers

Stefan reminds us that target audiences are made up of individuals, and for the message to be effectively received, it needs to be couched in a story that speaks to what motivates people, thus awakening a response.

STEFAN MUMAW

Stefan Mumaw is the Director of Creative Strategy at Hint, a Kansas City creative content & experience design shop. Previously, he peddled his wares as Creative Director for Callahan Creek, The Brainyard and REIGN. He’s led creative efforts on brands large and small, including Roland, Pioneer, Coca-Cola, Sony, Hurley, Tyson, Tennisset.com, Westar Energy, Elanco, Chevrolet, and Hallmark.

He has authored six books, the most recent being Creative Boot Camp: Generate Ideas in Greater Quantity & Quality In 30 Days. Previously, he authored Chasing the Monster Idea, co-authored Caffeine for the Creative Team and Caffeine for the Creative Mind with Wendy Lee Oldfield, and penned Redesigning Websites, and Simple Websites.

Stefan has been a regular speaker at creative industry gatherings and corporate events over the years, writes frequently for a variety of creative industry rags like HOW and PRINT Magazine, is a 6-time Lynda.com author, won numerous industry awards and been known to embarrass himself and those around him if given the opportunity.

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