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Storytelling Certified | Masters
Introduction to Storytelling [15 mins]
How to get the most out of this course
Your course pack
Resource library
Storytelling certified intro (3:35)
Meet your instructor (1:57)
Case Study - Duracell and Energizer (2:39)
Why Product Marketing? (2:36)
Storytelling certified (2:28)
Time to reflect 💡
Structure to the Story [35 mins]
Structure introduction (0:52)
Patterns in storytelling (0:57)
The Hero's journey (1:50)
The Hero's journey Tedtalk video (4:33)
Storytelling frameworks (1:10)
The story wheel (4:41)
Seven basic plots (4:50)
Case Study - user experience - Babbel (6:36)
Order-Chaos-Order (3:04)
Case Study - B2B sales enablement (1:51)
Structure summary (3:15)
Exam
Time to reflect 💡
Delivery of the Story [40 mins]
Delivery introduction (5:28)
The science behind storytelling
Speaking and listening (1:06)
Who is listening to the story (3:03)
Listening case study - Oatly (2:55)
Who is telling the story (3:14)
Brand archetypes - activity (4:08)
Brand archetypes cont (3:52)
Storyteller case study - ASICS (6:31)
Delivery B2B case study (2:30)
Delivery summary (2:06)
Exam
Time to reflect 💡
Purpose behind the Story [40 mins]
Meaning introduction (7:06)
Purpose - Golden Circle (4:22)
Meaning - Patagonia case study (2:18)
Authenticity - Ikigai (4:00)
Value - BMC (5:19)
Product principles (6:30)
Meaning - case study - Zoom (3:40)
Meaning summary (3:07)
Exam
Time to reflect 💡
Learning feedback form
Summary and the story engine [15 mins]
Storytelling summary (0:32)
Engineer your story (5:04)
Final conclusion (2:06)
Other resources (2:05)
Exam
Time to reflect 💡
Wrap up
Course satisfaction survey
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The science behind storytelling
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