Use Disney's framework for storytelling ..... #60
- Adrian Dionisio - business737 owner
- Mar 14, 2022
- 3 min read
Updated: Apr 8, 2024
Good stories keep eyes glued to the screen. They capture attention. They attract and retain interest. This is why storytelling can be a very powerful tool for any business.
A good story will make any business offering better and more effective. Why? 80 % of human decision making is emotional and this is exactly why storytelling is so effective, because the stories can activate and arouse emotions and therefore have a huge influence in decision making
All in all the perfect recipe for communicating your messages concerning your business.
Messages delivered in a story are recalled x 22 more than facts and figures
A good story keeps your attention going.
It will make you build certain ideas and will change you.
A good story will communicate value
It will release something unexpected
Make your story relevant, useful y
You will attract more clients.
Use Disney's framework for amazing stories
Are stories part of your marketing activities? If so, you can use Disney's framework - it will ensure captivating and memorable content
The Spine
"The Story Spine isn't the story, it's the spine. It’s nothing but the bare-boned structure upon which the story is built."
The Story Spine, was originally created by playwright Kenn Adams, as a tool for creating well-structured stories. The spine gives structure and support.
The Story Spine allows you to deconstruct your story all the way down to the core. That's what makes it such a powerful tool.
Put together, these elements help you construct a compelling story. This formula is what constructed 'The Wizard of Oz'
Breakdown is courtesy of Aerogramme Writers' Studio
Element by element breakdown
1. The Introduction - Once upon a time
The intro - Once Upon A Time - introducing the characters and setting.
Fix the story in time and space. Tell your audience what they instinctively want to know;
Who is the story about?
Where are they?
When is this taking place?
Give the audience everything they need to know to understand the story that is to follow.
2. Set the scene - Every day
Educate the audience on what everyday life looks like. The characters and settings have been established. No tell the audience what life is like in this world every day. Dorothy, for example, feels ignored, unloved and dreams of a better place "over the rainbow". This is how things are in her everyday life
3. Everything changes - But One Day
The inciting incident. This is the pivotal event that launches the story. This is where everything changes.
Something happens that throws the main character's world out of balance, forcing them to;
do something
change something
attain something
This is the quest - they have to take action to restore the old balance or establish a new equilibrium. In the Wizard of oz it is the tornado that provides the inciting incident that leaves Dorothy far away from home.
4. The new journey - Because Of That
Here is where the main character sets off on their new journey. The main character begins the pursuit of their goal.
This is the beginning of the main body of the story.
5. The journey continues - And Because Of That..
The story continues and unfolds, the plot thickens!
6. The moment of truth - Until Finally...
Crunch time. Everything has boiled down to this. This is the climax. Make or break time, the whole story has been leading up to this point.
7. The End - And Ever Since That Day...
The closing scenes tell us what the story means for the protagonist, for others, and for us in the audience.
The Incredibles
Pixar used this formula to construct the story behind The Incredibles. Production budget: $92 million
Global box-office gross: $633 million
Story Spine:
Your own template
Are you writing any of the following?
movie
short film
ad
blog
marketing content
First, use this template to help create the base of your story.
Then fill in the spaces with the details that make your story great.
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