The shape of stories is hardwired into our brains. This course explains why, and shows how to harness this power to transform your business and marketing communications.
Over seven weeks you’ll discover why, in a world saturated with a million messages, stories always cut through, and how to draw on elements of story to make everything you do in business better, from presentations, speeches and case studies to the way you use Twitter. You’ll see why some stories inspire and engage audiences, and why some don’t and how to fix them. You’ll experiment with different story-structure techniques and develop a new vocabulary of story essentials. There’s a balance of theory – the narrative structure ideas set out in John Yorke’s bestselling book, Into The Woods – with highly practical exercises based on films and TV everyone knows, from Star Wars to The Apprentice. Find out what business can learn from the movies. Finally, you’ll apply what you’ve learned by writing your own business stories. John and your tutor will be on-hand throughout to answer questions, feedback on assignments, and critique your business stories at the end of the course.