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Editor's Notes

• #2: Sure you’re standing in front of a room full of important people. And you’ve got a deck full of pretty slides. But are not here to present anything.
• #3: Sure you’re standing in front of a room full of important people. And you’ve got a deck full of pretty slides. But are not here to present anything.
• #5: You’ve got a sale to make. But be warned – this sale is not business as usual.
• #7: You are not selling digital marketing expertise. Or strategy. Or CRM, or search and analytics, or scale platforms or websites or banner ads.
• #9: If you read Resonate by Nancy Duarte, or attend her training, you’ll understand that a story is the most important tool in a salesperson’s arsenal.
• #11: The best stories – even the ones in galaxies far, far away – reveal insights, emotions and truth that paint a unique – yet familiar – picture for your audience.  
• #13: The best stories also create the promise of a world heroically committed to serving those insights, emotions and truths.
• #15: It’s easy to default to templates and bullet points. Telling a story is hard. But I believe you can do it.
• #16: You’ve worked tirelessly all weekend to create brilliant ideas that could change the game for your client. Awesome. But sorry, you’re not the hero. So don’t pretend to be.
• #18: Remember when you walked out of Star Wars and immediately turned a cardboard gift-wrap tube into a light saber? You want your audience to feel the same way. But your story is not about blowing up the Death Star…
• #20: If they were, every adventure story would be about 2 minutes long. Frodo hops in a helicopter and throws the ring into Mt. Doom. The End.
• #22: Luke, Han and Chewy get their medals in a lavish ceremony. The End. Rocky wins the heavyweight title. Credits.
• #24: Bilbo is perfectly fine being a simple – whatever his occupation was. He doesn’t really want to have an adventure.
• #26: Neo can’t escape the Agents in the beginning of The Matrix because he’s afraid he’ll fall from the ledge of his employer’s building.
• #28: Luke can’t raise the X-wing fighter from the swamp. Neo can’t make the jump between buildings. Rocky can’t beat Clubber Lang.
• #30: Every montage sequence in the world.
• #32: Aragorn gets crowned King, but Frodo and the other Hobbits return to the Shire where this guy gives them the stink eye.
• #34: Your story shouldn’t be easy. Your audience needs conflict, surprising turns, and something worth fighting for.
• #36: This isn’t new to you. Here are just a few of the films that use this storytelling technique:How many audiences have they inspired?Go read about it in detail.
• #37: We all struggle with complacency and fear every day, and have to redeem ourselves over and over again. We want to see our own reality reflected in our stories. 
• #39: You don’t want head nodding. You want an audience on the edge of their seat, begging to know what comes next.
• #41: You want them storming out of your theater, ready to go back to their desks and start making light sabers.
• #46: So I just pulled a hero’s journey on you.
• #47: I started with your ordinary world – marketing guys.
• #48: Then challenged your identity, and called you to become something greater: a storyteller.
• #49: I told you what might await you on that path. Let you know it would be hard to change. I gave you a chance to refuse the call.
• #50: I was the creepy old wizard. The Gandalf, the Obi-Wan, the Morpheus.I tested you by telling you you weren’t the hero – even though I made it apparent you absolutely are.
• #51: And I gave you allies and enemies – complacency, fear, failure, and mastery - the elements of the Hero’s Journey.
• #52: And I told you that you still have a huge battle to face. Getting your audience to own the story.
• #53: That battle, will be selling a story. And the Hero’s Journey can help you win.
• #54: Just like Homer, Steve Jobs, George Lucas and Tolkien before you.Now I want you to return to your desks tomorrow ready to make lightsabers, to rethink the way you sell your ideas, and come share them with us next time.
• #55: And help make our ordinary world a little less so.