 So I was trying to find a different quote that the stories that you just think there is can be different. You can get a better concept if you can find a different quote. And the stories we deep and true about all of us. We live stories. We are the single character of our own story. So it's something we understand that we know. But let's take a side trip here for a second and play a game. It's a very simple game. It's called Isis and it's just like a town. I'm going to show you a picture. You tell me if it's an animal or not. Make sense, everybody? OK. All right. First off. Yes. Good. Also correct. Almost heard some yeses. All right. Here we go. Yes. You got it. No. Perfect. OK. Good job. Yes. Yes. Yes. He is an animal. That is correct. Yes. Very cute one with that. Just like we can see what is an animal and what is an animal, we know story. We can look at something and say, is it a story? It's a story. Stories come in all shapes and all sizes. They come in all colors. They come with fur and claws and robots and wizards and everyday people. But we can spot stories too. We can see them. We know what they are. We have a fundamental feeling. Even if there are some only outskirts that might get wrong, we have a good understanding of what stories are or what they look like. And it's even been said, not just by Willa Catherine, but that there are only eight or ten stories overall, total, in the world. There are eight or ten stories and they are just told again and again in different ways with different examples and different understanding. So a lot of what this blows down to is what is called the hero's journey. This is initially done by Joseph Campbell, who is the author of Hero of Thousand Faces. We are looking at a slight variation of that. Christopher Bogler is the writer of the journey. But I think talking about the hero's journey is a bit of a question. Am I just talking about dudes? I am talking about dudes, but not just dudes. I'm talking about pretty much the protagonist, whoever it might be. Could be male, you know, it might not even be human. There is just about anything that can be the protagonist or the main character of a story. So when I say hero, that's what I mean. And one thing that's also particularly important here is that Hollywood has really embraced this hero's journey. Almost every popular movie that you have ever seen uses the hero's journey as the structural backbone of the movie. So first of all, when I think of the hero's journey, who doesn't think of the 2004 classic Mean Girls? So what I'm going to end up doing is going through two different movies, talk about their basic plot and structure, and then we'll see how the hero's journey applies to it. So for instance, Mean Girls starts out with our hero, Katie Caron. She is born of anthropologist parents and grew up mostly homeschooled in Africa. She's coming to the wilds of the US for high school, which is a wild, crazy place. Initially she meets Janice and Damien, who are sort of outcasts, not the popular crowd, and befriend them. But for reasons of superficiality and things that are high school, she is sort of pulled into the orbit of the plastics, who are the popular girls. Now, at Janice's behest, Katie sort of ends up infiltrating the plastics on this secret mission to sort of show that they are just accurate. It's not that interesting. Working with Janice, she attempts to take down Regina, the queen bee, played by Rachel McAdams. And most of the plants backfire and only reinforce Regina's popularity. Pretty common in a lot of stories. But Katie becomes more and more like plastics as she continues to infiltrate them. Ends up really straining her relationship with Janice and Damien. Eventually, Katie succeeds in taking Regina down, but Regina's revenge is to publish the burn book, which is written originally by the plastics, but which Katie contributed to. And it calls out every girl in the school and says pretty much nasty things about it. Eventually, Katie sort of takes responsibility for her role in the burn book and joins the math elites. I was an athlete, yeah, if you could tell. And then ends up helping them win the championship where they become their end. Finally, it culminates in a scene that's going to sound cheesy when I say it, but it's tear-inducing when you watch it, where Katie is still elected spring-fling queen and prepares for relationships by taking the crown, breaking into pieces and throwing into different girls in the audience to refer to that. But it's a great story, there's redemption. She also eventually gets the boy, Windsor, the boy, and these Janice angels, who had been Virginians. Now that we've gone through mean girls, what could possibly be the best compliment for this? Star Wars. So Star Wars in Europe, sure many of you have seen it, but it starts with Leia, Princess Leia, hide-and-quiet and it's an R2-D2 for the Death Star. The Death Star is a giant space station that is capable of destroying planets and it's got to kill things. Good old Vader stuff. Luke Skywalker is an average teen on the back of a planet of Tachemune. And R2-D2, when Leia hid the planets on R2-D2, ended up sending them to Tachemune because that was the closest planet. Luke's uncle ends up buying R2-D2 from traders. R2-D2, sneaky little Bob that he is, shows Luke part of a message and sort of gets Luke interested. This then leads to Luke meeting Obi-Wan Kenobi. And then they head to Mos Eisley to take the planets back to Alderaan, so that the planets can then be looked at and weaknesses to be found. They hire Han Solo and Chewie, Chewbacca, to take them to Alderaan. So unfortunately once they get there, the planet has already been exploded by the Death Star. So there's not a lot that they can do. Next, so once they get to the area of the Death Star, or the area of Alderaan that starts there, Death Star pulls them in with the tractor team and they are captured. Once there, they realize that Princess Leia is also captured on Death Star and they then seek to save her and also turn off the tractor team at the station. Unfortunately Obi-Wan Kenobi, Death Star, misses himself and she dies on the way. So there's where, that's his next death star. Go see it anyway. But they are able to, you know, once they get the planet, they are able to get away from the Death Star. So the planet goes to the million area and the rebel command analyzes the planets and they are, a weakness is found. They send out a mission to Earth, Luke becomes a pilot and is able to join the mission to destroy the Death Star and they off-white off and off on the X-Wings. It's a pretty pitched battle between the Empire and the rebels. And Luke eventually contrary to what the pond would agree with or whatever, uses the force to shoot the missile directly into the little hole thing I've never understood quite how it goes because I think it's a right angle. Anyway. Sorry. How did I not know that? So he shoots the thing, excludes the Death Star and everyone re-voices. So clearly, these are two stories that are about different things but they're kind of the same story. Luke is a young teenager giving new powers figuring out how to deal with them and how to then take down the evil Empire. Lindsay Lohan or T.D. Karen is a young person giving new powers, trying to take down the evil Empire of the Classics. So in general, they share a lot of the same sort of storyline. So this brings us back to this hero's journey. So what does this look like? I'm going to go through it quickly and then I'm going to go through each step and just talk about what they are. It's also important to note that sometimes these will flip or merge. There will be some time to one that's missing but most stories will contain an element of all of these things. You can also apply anything including zombie feeling of this intense in any kind of future. And as we talk about this journey you might want to think about your own favorite movie and how it might apply or not to this hero's journey. So first of all, we have the Ordinary World. Next comes the Call to Adventure. Then we have Refusal of the Call, Meeting of the Mentor, Crossing the Threshold, Tests, Allies and Enemies Approaching in those cave, Ordeal, Reward or Seeking Sword through that resurrection and Return of the Elixir. So don't now understand that, right? I'll be quick to make sense. You can nod, but I don't think you can. Anyway, that's okay. Maybe you can just toss it. Alright, so first of all, in the Ordinary World this is the land that exists before you get into the story. There's also sort of two worlds that we'll be talking about. One is the Ordinary World which is where everything starts and then there's sort of a special world which is where they move to in the midst of the story. So in the New Hope this is Luke working on his opus farm and it's Katie before she goes to high school. Next we have the Call to Adventure. R2D2 shows Luke a portion of Princess Slayer's message. It's also sometimes called the Inciting Incident or what happens to sort of draw them into the story, make them interested in doing the story. And this is Katie being asked to spy on the classes. Next we have the Recreation of the Call. Now with Star Wars in particular this ends up mixing with the next we'll be meeting the mentor. But it's Luke refusing to do anything but the bare minimum to help what we want. Initially he just wants to be like I don't want to deal with this. You go do your thing. I'm going to stay here and tattooing and give the power to her as something. And for Katie this is her sort of being unsure about whether she's spying on classes is a good idea or whether this is going to be healthy or helpful for her. Next we have meeting the mentor for Luke is meeting Obi-Wan. For Katie you could either there's some discussion about this. It could be Mrs. Norbury who's the team that plays characters in the movie but you can also see the mentors being jets. So sometimes there are also different ways interpreting the hero's journey throughout the story. Next is crossing the threshold. This is the mood from the ordinary world to the special world. This is when Luke goes with Obi-Wan to Mosaisley and hires Consola for Katie. This is when mission typically she accepts the mission to infiltrate the plastics and begins to eat lunch with them. Next next we have test allies and enemies. This is when they sort of meet people along the way starts to begin to understand this new and special world and how they interact with it. For Luke this is hiring Han and Chewie to help them and fighting their way out of Mosaisley. For Katie this is her attempt to take Regina's body, friends and love interest in the backfires for her. Approach to the end of Katie is really just about sort of preparing for the appeal of the piece that comes next so you're approaching this sort of biggest issue, biggest deal. This is when Luke gets to the Death Star and this is when Katie finally succeeds in sabotaging Regina. Next thing All the break We have We have a deal Luke saves Princess Leia Regina so that's what Luke's deal is to save Princess Leia and all the trials and tribulations that come with that as he works to free her from the prism. And this is Regina so once Katie takes Regina down she exposes the burn book to all the girls in the school and implicates Katie as the person who wrote it. The next here is the reward using the sword it's when Luke joins the rebellion as a pilot it's what he wanted to do all along and is able to do that and Katie takes responsibility to rejoin the Matthews and win the tournament. The Matthews Next we have the road back this is when so we have completed our time in the special world we have learned new things we are better people and the road back is our beginning to move back forward in our world this is when Luke works with Rebellion to return to the time before the Empire he was working with them to try to take the Empire down and destroy them and then this is for Katie who is making reparations and trying to link back her relationship with Janice and Dany the resurrection is sort of a time when you have this new knowledge and it's sort of becoming who you are and the Morpheus quote in The Matrix where he's paid to leave as he knows who he is now so for Luke this is forcing using divorce and destroying the death by making things go at right angles and for Katie it's breaking the spring playing around and sharing with Rebellion sort of having that resurrection movement but she's not the horrible person that she became quietly we return with the elixir for Luke this is the award ceremony for Katie it's a new normal with Aaron and just the elixir just sort of means it could be the information or the knowledge that they're returning with to the ordinary world it could be a physical object sometimes as well or if you're going to be bought it's an iron bone bunker but you're probably asking yourself what's this got to do with websites why shouldn't you care? first of all we remember story my pastor has said that anytime he reuses an anecdote in a sermon people give him greetings they're like oh he said that already before he uses the same verse the same platitudes or whatever you know and care but they remember the story that he told the illustrator and if you think of your favorite advertisement 9 out of 10 times it's probably going to be some type of story based it could be a joke it could be an actual story but most of the time there's some sort of story that sort of makes it stick in your mind it's not a bunch of facts and pictures and the other thing that I think is important to think about here is that we are all investing in story so how many of you in the last few weeks have watched TV Netflix binge for far longer than you should have played a video game or any other type of game all of these are story based both might not be but most books are novels and you are investing time and money in story you are already doing this so your customer probably is too we are also aware of the subconscious rhythms and structure of stories as we were going to figure out with the animals and stories tend to resonate we tend to know more about something understandings are better when it's told to us for the story so you're asking yourself should you turn your website into a literal story is that what I'm advocating oh yes but the thing is stories are really really hard and most of the time boring is going to be TV editing so be careful that said so the talk's over now what there are other is a customer journey how does a customer approach your website and your information how do they interact with it to have a customer journey so I'm going to go through customer journey here first we have the ordinary world where the customer is pre-purchased they haven't done anything yet next they're going to try this there's a call to adventure they have a problem that they won't solve there's a refusal of a call it's sort of a gag this thing's too expensive it won't fit I don't know about this thing next they'll meet the mentor this could be your website in itself it could be another person that they know that has used your services before testimonials or those sorts of things are ways that we can meet the mentor and help them through crossing the threshold they decide that it could work this could be something that will solve my problem they're going to deal with test allies enemies you know will this I think this will work but will it can I find the budget to buy it can I get approval that everybody needs to approve it to make this happen I approach the inmost aid they sort of decide that this will work and that they want to move forward with it and they're preparing your deal they're getting gather materials getting ready all these sorts of things and then they reveal and this is just someone else to get approval this could be themselves it could be a boss a spouse a parent someone else they have to your deal is then having to figure out how to explain this to someone since they do that to the other person next we have the rewarders using the sort they have their approval they load up your website and make their purchase the road back they've made this awesome choice they're doing so awesome and they get high five and it's the crew as they go back to their capable and ordinary world the customers they have new knowledge and understanding of this particular purchase and this particular solution and they're going to make it awesome and then the return with the literature is returning to all the their friends and family and colleagues with the product and the new knowledge and the problem so again what is this how is this going to help you I think the biggest thing is it's going to change perspective it helps you change perspective rather than being the person behind the website being like what's going on doing things you can then change yourself to be in front of the website and understand better what they're doing and how they're interacting with it and there's a couple different ways I'd like to talk about how that works first of all it's a journey so you won't play the long game trials will come we're going to give out magic swords I don't have them here but if you have them you were not the hero no one's average you can celebrate the win and the purchase is not so the long game it's important to know that stories take time it takes two hours to watch a movie it takes time to read a book it takes time to move through these different pieces of content pieces of understanding the story and often they require adversity to change the protagonist if everything goes well for the person it's not a story it's like a boring and dusty movie this is also part of why I guess the customers are easiest to because they've already bought into your story they already know what's going on they already have a feeling for it they have already succeeded with your product or service and a lot of it is also going trust with your customers taking sessions for a long term so the quick wins are not going to be ways that you keep long term an example of this is I got this from InVision I guess right in my box maybe just a bit and this lead an article about Questlove about Questlove you click through and I did a search for InVision I denounced the word besides the URL InVisionM the word InVision is not in that case this is about them providing quality content to their customers content that is going to make sense to the people that are their customers but also is not going to it's not sales content it's not pushing anything it's like this is something that is aligned to our goals provides value to our customer and will engender long term love and trials will come customers are going to be facing a lot of stuff a lot of stuff that you probably didn't know and many of which will be outside of control first of all of course removing any friction that's in your own process when you can but there's going to be stuff that you can't remove for instance down this cookie in the day you have no idea what they're dealing with as far as the employees that they have what they might be stealing or not and how they're lacking so another good thing is to prepare for multiple contexts and and not just assume that once I send my super awesome email and no one responded rather than we think or we can sometimes a good try itself but you can then sort of move into more touches or long term sorts of interactions this is from a might be hard to read on the screen but it's basically an email from a guy named Stevenson who's an author who helps other authors sort of be better get to find audiences and that sort of thing and what he does so this is a just a quick reminder it's like hey we're doing this thing you haven't responded yet I'd love for you to be there here's information about you know you saved your spot you're awesome thank you click this link if you haven't we've already registered and at the bottom he's like providing extra value but we can't answer as many questions that you might have whatever you might want to do but in one course that I talked about Washington does a lot of video courses talks about how he had like these those six different times when people could buy or interact with his stuff start out with a you can get an ebook and there was a video first video a second video a third video a webinar and then like a high touch and 33% of the sales the third to sales or with the fifth touch you know so if we set up that one email and I'm having a bad day and I don't get it or I ignore it because I've got 30,000 other emails it may not be that I just don't want your service but I don't want it probably unsubscribe it might be more that you just need to do reminders but also add value when you do that don't just be like hey, hey, hey, come on but add value when he was doing this he had three different videos an ebook a webinar all these sorts of things to provide greater interaction you also want to give out magic swords your customers are going to face more deals but that happens they're going to they're going to act they're going to be prepared to they need to be prepared to face you know getting a boss to be on board on board etc this is another thing from Nick this is his website for his first 10,000 10,000 readers and there's a lot of things in here that sort of equips the person to to give her to their field their field their feeders give them the fields your readers there's a lot of social proof you have the exact system that he used to grow his business you have timelines you have under the video it's probably hard to see but he says join 25,000 plus other authors your product details will be kept private it's a lane for years providing social proof giving them reasons to say yes he also knows that a lot of authors feel really terrible about marketing they feel like they're sleeping not doing it right pushing people to buy their stuff so it also includes at the bottom there how to sell without being sleep how to make this work for you the next thing that I think is really important is that you are not the hero of the story this was a big deal for me when I tried to think about how do I change the focus of the things that I do so that I am not the focus of the story that the customer is the focus of the story because you really in this situation are the mentor you're trying to guide them along it's their story and their success is your success it's important to remember that so you can be like you are the awesomest I might win a few people but if you say we're gonna make you awesome you're probably gonna win a lot more a good example of this is Zaxby's this is about their catering section catering section on their website you know when the story is or when they think about the story of the person who's coming here they're like I have an event that I need to buy catering for it needs to be awesome people often complain about food when it's not good but people always want to be there so they're sort of positioning themselves as they're bringing the flavor they've got the flavor they've got the tools for you to win it's your next event you know they're just deciding the user and the catering version they are saying we have all the tools and ability for you to be awesome buy your stuff and you will be awesome no one is average anybody here think they're average? they're exactly no one don't increase and if you did raise your hand you'd probably aren't so when we designed for the average man we designed for no one because no one believes themselves to be average heroes and people come in all shapes and sizes and when we are watching story when we are reading a book it's the specificity of the character that really allows us to identify with them it's not their planets anybody watch a movie about a land person? probably didn't watch it twice if you got through the end of the first place it is the specificity the weird quirkiness of characters that really draw us to them and make us how they react to things and that sort of stuff so don't I think UX personas is a good way of sort of attempting to move towards this but an example from Coke I think is kind of genius so they have that we all remember this campaign where they put people's names on it and to one extent like wow, it's your name great well it's not my name you know I'm not named Natasha Sandy or Maurice so maybe I probably won't buy that but it's Cherico it's not you are a pope Cherico I know Natasha I know Sandy and I know Maurice so I might for novelty buy it and give it to them for Cherico etc. there's a woman I know whose name is Monica she still has this pope on her desk Cherico Goodman but making it about Cheri and really both narrative but also explaining you also want to celebrate the win their success is your success as the mentor you know it's very good that you're going the good example this is from MailChimp so I know if you've scheduled a thing with MailChimp but at the end they rock on Freddie gives you the rock on symbol the short animation is just the guy going like this creating a mail campaign speaks like it's there's so much work to it you have to like get all texturized images and get designed right and do all these sorts of things of course you said you're such a client is going to be and whether people are going to open in how do you do all these sorts of things by the end of setting up the email campaign I just want to close things and never go off but with this little rock on email yes rock on let's do another one you know like it's really sad I guess that I you know make a little monkey dance but it's sort of energizing them celebrating their victory and their whole goal is that you will be more united so they are not only celebrating your victory they are encouraging to then do what they want you to do last thing here is that purchase is not a finish line Hollywood loves good sequel they also love a bad sequel and so finish line if you make a purchase with finish line it will now have long term long term loads often when you return with mail it starts a new chapter so you don't want to drop a customer there Squarespace I don't know if you can even read that but Squarespace when you sign up send this email it's like we are here to help so you just purchase you are good to go you're getting ready to do your Squarespace site and they send this email with five people that may or may not work there or may or may not still work there with just information 24-7 to help you be awesome and they're not leaving you behind once you sort of take the plunge I was talking with the guy yesterday I thought we'd work at universities and we feel like the marketing department has decided that once you're here we don't care about you and so it's when you do that you sort of nobody wants to buy from you nobody wants to be part of your school or whatever anyone so make sure that you don't let the purchase be the finish line I have as Uncle Ben would say you create power and create responsibility I just told you sort of the secrets I'll tell you probably not some movies the same way again my apologies but I think what's important here about that interviews quote is it's not just about the stories you read so how are you telling that on your website what are you doing to encourage people especially to tell you to do Drupal Sprints go Drupal Sprints I also I'm all about helping people tell stories so I have these little cars they have a monster on the front and a scientist on the back they also double it by business card but you you can there's little cutouts you can have little figures they can fight etc yes you can have too with that I would take some questions I am a web guy by day I am a professionally published science fiction author as well if you follow me on Twitter I'm happy to have you but it's probably more stories than web so I'm trying to bring more web stuff into it you can find the slides at jamrygoodcomic.com slash once my portfolio sci-fi stories if you're interested I'll also do paper stories which are you guys that didn't work long and I also recently did pineapple comments so questions, comments, personality remarks I'm happy to hear them that's the feedback URL if you enjoyed this session please make sure you say so if you didn't enjoy it you can do it to yourself okay more more feedback we'll help you do better talks etc I finished a little earlier than I intended but with that we use more time for questions I'm happy to take them and it's gone thank you for coming I'm going to repeat the question for those who are listening the question was to explain your deal so your deal is the main conflict of the story it's where for Star Wars it's where Luke Skywalker has to sort of figure out how to save Princess Leia he's a farm boy he's never done anything like this before when he was in the Cantina he basically would have died but we wanted him there so he's sort of buying into the fact that he is this new person he's the hero and trying to save her to release her from the release her from the prison and so it's all about usually the sexual conflict often it is fighting the villain you'll see this a lot in movies or when Katie sort of takes down Regina and then your deal she ends up dealing with is the whole school hit her because she's implicated in this brand but so how she deals with that your deal is the central conflict often fighting the villain but that's helpful yeah so a lot of things that you spoke about are really resonating that they make sense but I have no idea how to put this into practice so let's say that you have a candy store and they have a location and you come in and you buy candy and you leave and they want to sell on wine how on earth would you implement all of or any of these things into like an actual that was great someone to ask that so a lot of it when we think about who your customer is so what is their journey so maybe you cater to children children have candy I have five children they're okay I'm a child of a heart they're okay so maybe your main audience is children so you think while selling the wine might not be the right choice for children because there's a whole lot of things there but maybe you are going to target online the parents who want candy for their children having a Halloween time so you think about sort of what what is the how are the audience going to approach this candy store so you've gotten let's say that you've gotten there how do they then interact with the website in order to buy this candy so probably so parents need to buy candy for their children you'd want to say I mean certainly you're not going to do healthy reasons to buy candy they might say like this is kids love this candy this is particularly good candy that so you would be thinking about how you can solve that parents problem and using the service or what's the ordeal that they're dealing with is the ordeal before they buy what's the ordeal is it that they are not sure that you're a state company you're local but they're somewhere in California so how do you ensure that they have the information they need to think that you're a state company to buy from maybe that's an HTT-S certificate or whatever maybe that is testimonials from people that are not local maybe that is a bunch of different things that sort of help them feel comfortable buying that that thing and then sort of keeping up with them as they go so they made the purchase what do you do then well they're not going to walk into your store because they're from California so how do you then keep them engaged so maybe you do that with an email campaign of we have this awesome maybe it's an awesome feel et cetera on that boundary does that help make sense the crowd helping out with the Hangry campaign from thank you sir this is one of the most important things we've ever seen so many new jobs but I also thank you for that okay yeah and my role in the IT and marketing in my unit and so I just want to be a part of that by guiding the strategy for working in both sectors so a lot of it is thinking about the student story you know what are students coming to your university for and maybe what do their parents come to your university for those might be different things how do you sort of work to sort of most for undergrad parents are doing almost certainly or they're probably the ones that you need to speak to so so a lot of it is sort of laying out how we see I worked at EBA and we've had quite some interesting things happening in the news as of late unfortunately so there's lots of questions how do we ensure that students will be saved when they're here how do we ensure that people are getting a month work EBA is like the second what we consider ourselves a public idea but it's like that so that would be another way we sort of work with parents you know we talk about Thomas Jefferson like he's going to come around the corner so we make that history in tradition but at the same time there's a lot of history and traditions that are terrible and part of what we're dealing with now how do we then talk about that but also then get the good parts of it without the bad parts and that is not something that we're dealing with now but is that how you make a line if you get it oh sorry I also work in IT slash client engagement at a role at my university as well and especially in a lot of work that I've been doing recently people like a lot of what you were talking about here has been really applicable to what I've been doing because we have a webmaster's office and I've brought it in so we've got a lot of growing pains on you know how to kind of deliver our content and deliver the way that people want to see it and the question that was asked before about how to apply this sort of thing I in doing it within the scope of my own work I really see this less of like methodology of how to implement design and things like that is more of like visualization for how to kind of put yourself in the minds of your customers in my case a lot of my customers we support retirees we support active faculty staff and students all of these kinds of things have required me to think about okay from the beginning to the end what are my clients at any given stage in the process is there going to be a point in my materials that I'm laying out on my website where I've lost them at what point have I lost my point of engagement and I think that by just taking the moments to break this down in terms of you know in this case that you were turning it's a really good way to put yourself in their shoes just long enough to say oh, I did just lose myself right here so I don't know if that that helps me view it I don't know if that helps it as well thank you very much for your question oh, you're serious I'm sorry I just think it was a question I'm sorry so I'm going to have to literally go with the agile agile process a little bit a little bit so I want to do something called user stories and a lot of this maybe think of that so I'm just kind of I guess I think I can see this applying to user stories if you're kind of in an agile so wherever user stories is just kind of one big story but I'm going to think some more of a comment and a question but I think you can really apply that to that process and yeah, really the Hero's Journey applies in so many different ways I'm always finding new ways that I can apply different things and how do we we're going to apply it agile user stories websites a lot of different things yes thank you first of all thank you I run a website where a large section of it is called the Learning Center and basically it's a collection of how-to articles addressing every aspect of maintaining as well as possibly purchasing more basically every facet of the product that I'm selling and I'm kind of wondering how storytelling would be applicable to something like the Learning Center would the tangible methodology be to write articles from a perspective from a storytelling perspective or how would what you discuss apply to a how-to short yeah I think there's a lot of implications I think you could do it in storytelling format out of this web stuff but I think one of the the cool things you could do is sort of treat the the users as they're trying to learn this stuff treat that as a hero's journey so what is there ordeal is it learning this particular asset of this information is it figuring out how to think or that thing and how do you then build the article in such a way that you're building to the ordeal that they deal with and then providing solutions or not just solutions but support after that back how do you build articles such that it explains what they need to know and then gives them support through it so does that make sense? I thank you for the session but at the beginning you said that you can tell whether it's unique and has all the story so how do you measure and validate the stories that they are really important? Good question? This is our time so I don't think that's a good question and I think you have to validate it in customer responses one way that you could validate it whether it makes sense to you and makes sense to other people to I know a lot of times I will I'm sorry in a restriction and I start to make a little sense to me and I I don't understand you know like the thing in the Star Wars whatever so it is hard to evaluate your own stuff it's particularly helpful to have someone who is not familiar either is familiar with the concept but not with their particular article to look over and see if you're sort of building an argument a lot of times when you're quoting a story and so does that argument make sense to them as it seems to communicate in that way and then sort of natural analytics and those are some things that they could be other ways to submit them I was just wondering if you have any advice or tips on how you get content-based or very fact-based this is people need to this is what they need to know clearly you should understand that exactly so any tips to see the value in just not taking the raw that or just taking the data and mold it into something that is relevant that's a very good question I deal a lot with faculty and they are very smart people who do not know how to talk to people that are not smart and so I think if they can think about it I don't know how they approach an office and how you then bring that person up to their information you have to have this base knowledge to be able to understand this content so how do you how does the person then write into the way to build that knowledge in so that they can then reach the ideal get through the information understanding better thank you hello so I also work in pirate yeah so one of the books I have worked on is here towards student experience it's a sequel story the story is beyond purpose but of course everybody else is focused on what the students can tell the stories for them so how do you do you have any tips or tips about getting buy-in for how convincing people that that's that's a good question and I have not figured that out of my university yet I think a lot of this so are you asking more for like administrative buy-in or are you thinking more student buy-in the question is harder for myself now so so I think from a student perspective a lot of it's going to be providing resources so they've already come to that purest journey of getting to the school there's a whole lot of craziness that happens particularly for freshmen or the first year getting through that information and there's overwhelm by some I think many of them are away from home so if you're being able to provide them resources in such a way to a new here let's say we'll talk to you before any better so if you're able to sort of provide a way for them to begin to they have a concern for them in such a way that they can then go through that or fix that or figure out how to do the taxes or whatever it might be that they're going for sound around I don't know why they did the tax anyway getting them over the hump might be a way for students from an illustration perspective I think a lot of it's just these people like if you eliminate these people they're just going to go somewhere else they're going to find another place to do their second year or sophomore year and so thinking about that holistic way of like the story's not over there's a sequel how do we then get in to the admissions groups and talk to them about what their situation is I think first of all we can defend you guys very very very very very really very much very very very very very very very very very very very I'd voice far far