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Storytelling Certified | Masters
Introduction to Storytelling [20 mins]
Pre-course survey
How to get the most out of this course
Your course pack
Resource library
Storytelling certified intro (3:23)
Meet your instructor (1:47)
Case Study - Duracell and Energizer (2:30)
Why Product Marketing? (2:27)
The story engine (1:15)
Storytelling certified (2:19)
Podcast: Inspire customers to become storytellers - Elena Madrigal.
Time to reflect 💡
Structure to the story: Logic [45 mins]
Structure introduction (0:43)
Patterns in storytelling (0:49)
The hero's journey (1:42)
Teded: The hero's journey (4:37)
Storytelling frameworks (1:01)
The story wheel (4:32)
Seven basic plots (4:41)
Case Study - user experience - Babbel (6:28)
Order-Chaos-Order (2:54)
Case Study - B2B sales enablement (1:42)
[Bonus footage] B2B storytelling
Podcast: Logic - Louis Debatte-Monroy
Logic demo
Key takeaways (3:06)
Exam
Time to reflect 💡
Delivery of the story: Emotion [55 mins]
Delivery introduction (5:19)
The science behind storytelling
Speaking and listening (0:58)
Who is listening to the story (2:54)
Listening case study - Oatly (2:46)
Who is telling the story (3:06)
Podcast: Emotion - Theresa Gschwandtner
Brand archetypes - activity (3:58)
Activity conclusion (3:43)
Case study: ASICS (6:27)
B2B delivery (2:26)
Emotion demo
Key takeaways (1:57)
Exam
Time to reflect 💡
Purpose behind the story: Credibility [55 mins]
Meaning introduction (6:45)
Purpose (4:18)
Meaning - Patagonia case study (2:09)
Authenticity (3:52)
Podcast: Credibility - Rachel Howard
Value (5:10)
Product principles (6:27)
Case study - Zoom (3:31)
Credibility demo
Key takeaways (2:58)
Exam
Time to reflect 💡
The story engine [45 mins]
Storytelling summary (0:23)
Engineer your story (4:55)
AI powered storytelling
Exam
Time to reflect 💡
Story distillation [20 mins]
Introduction to story distillation (5:16)
Locate the moment (4:12)
Visualize your story (3:40)
How to raise the stakes (6:08)
Podcast: Using storytelling to break down B2B and B2C marketing - Nick Knuppe.
Final conclusion (1:56)
Other resources (1:54)
Wrap up
Resource library
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Podcast: Emotion - Theresa Gschwandtner
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