STORY FRAMEWORK

WRITE A SHORT STORY FOR EACH STORY BLOCK THAT PAINTS A PICTURE OF
THE JOURNEY YOUR AUDIENCE IS ON.. REMEMBER, THIS DETAIL WILL BE THE
FOUNDATION FOR OTHER MICROSTORIES WHICH WILL ALLOW YOU TO BRING THE
STORY TO LIFE IN THE DETAIL

STORY BLOCK STORY BLOCK DETAIL

1. THE EXISTING WORLD

WHO ARE THEY AND WHAT
WILL MAKE YOUR AUDIENCE
RECOGNISE THEMSELVES IN
YOUR DESCRIPTION.

2. THE OBSTICLE

LIFE IS NOT PERFECT IN

THE LIFE OF YOUR MAIN
CHARACTER (YOUR AUDIENCE).
THEY HAVE WANTS OR NEEDS
WHICH CAUSES CONFLICT
IN THEIR LIVES. HIGHLIGHT
THESE OBSTICLES SO THEY CAN
RELATE.
 STORY FRAMEWORK

STORY BLOCK STORY BLOCK DETAIL

3. THE CALL TO ACTION

SOMETHING HAPPENS TO THE
MAIN CHARACTER THAT SPARKS
THEM INTO ACTION. THIS IS AN
OPPORTUNITY TO HIGHLIGHT
POTENTIAL DANGERS AND
CONSEQUENCES OF NOT
TAKING ACTION.

4. MEETING THE GUIDE

THE GUIDE (YOUR BRAND)

CALMS THE MIND OF THE HERO
AND REASSURES THEM OF THE
DIRECTION TO THEIR DESIRED
OUTCOME. CREDIBILITY
AND DEMONSTRATION OF
CAPABILITIES MAKES THE HERO
SIT UP AND LISTEN.
 STORY FRAMEWORK

STORY BLOCK STORY BLOCK DETAIL

5. THE CHALLRNGE
THE HERO OPENS UP THEIR
VULNERABILITY. BENEATH
THEIR PROBLEM IS AN
EMOTIONAL CONSEQUENCE.
EXTRACT THE EMOTION FROM
YOUR AUDIENCE HERE.

6. THE TRANSFORMATION
THIS IS THE PAYOFF FOR THE
HERO AND WHERE YOUR
AUDIENCES SEES THEMSELF
MOST. THE CONTRAST
BETWEEN THE BEFORE AND
AFTER STATES ALLOW YOU TO
INCREASE THE DESIRE FOR A
RESOLUTION.

7. THE NEW WORLD

THIS IS THE LIFE OF YOUR HERO
WITHOUT THE PROBLEM THEY
HAD EARLY IN THE STORY. THE
REMOVAL OF THIS PROBLEM
ALLOWS THEM TO EXPERIENCE
THE PERFECT VERSION OF
THEIR LIVES AND GIVES THE
AUDIENCE INSIGHTS INTO THE
POSSIBILITIES.