Business Innovation and Marketing with Mike Parsons
business innovation. storytelling. lifehacking. music

Step 4: Create Your Story

Storytelling Course: Step 4

4. Create Your Story

This is the most creative part of the story process. This is where you may require outside help. Creating your story starts with decoding what the ‘value’ your product, service or business offers. This is a big step that you can make by looking back at the validated customer needs your discovered in the previous step. 

  • Take the strong trends and insights from the survey and put them into groups. Here are the key questions to help understand your proposition
    • What functional need does the customer have? Do they want to save time, simplify, connect, or avoid hassles?
    • What emotion need does the customer have? Are the looking for wellness, fun, less stress?
    • What significant self development is the customer seeking? Are they in search of motivation, hope or actualization? Perhaps even legacy and impact for the truly ambitious types.
  • Create a simple story in a visual format. Use a simple image and headline for each story idea.
    • Use an image that captures the mood of how and why. See
    • Create a text headline that's simple and should be followed by a description sub-line. I’ve made some simple examples for this Story Discovery Course.
Storytelling Made Easy,
A 6 Step Course to unlock your company's story

Storytelling Mastery,
Comprehensive Guide to unlock your company's story

Launch Your Story,
A quick step-by-step storytelling class
  • Test what, how and why with different combinations. isolate key words and test
Launch Your Story, A quick step-by-step storytelling class
Launch Your Story, A quick step-by-step storytelling guide
  • Use different archetypes and add color for each. An archetype is an example of personality description. Myers-Briggs, a popular personality indicator, has archetypes such as the ‘Commander’ a imaginative and strong willed leader. In contrast to the ‘Mediator’ a poetic and kind personality. Products, services, and Companies can have personalities too. Nike’s personality could be that of the ‘Virtuoso’ - fearless, practical and deep mastery.
  • Another option is the personal brand archetypes discovered by Sally Hogshead. I’ve used this for several enterprise brands. 
  • By choosing different archetypes to tell a story, you're going to be telling the story from different points of view. Compare these two different archetypes
THE TRENDSETTER: Cutting-Edge, Elite, Imaginative


THE SUBTLE TOUCH: Tactful, Self-Sufficient, Mindful
  • You should have 9-15 stories at the end of the stage. As a guide, you want to be able to organize your stories into the following areas of emphasis. The following spread, or breadth, of story will provide you with enough variety to ensure that you’ve decode the right story for you.
    • What - these stories focus on 70% on what you do. Very practical stories, basic color and imagery with less humanity and emotion.
    • How - these stories focus on 70% on how you do it. More photography and color. 
    • Why - these stories focus on 70% on why you do it. Very human, emotional and speaking to deeper motivation.